The news: The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) proposed a series of guidelines to standardize retail media measurement—which, if enacted, would address a major pain point for both advertisers and retailers.
Why it matters: Marketers have long complained that the siloed nature of many retail media networks (RMNs), along with the lack of industrywide measurement standards, creates a significant barrier to growth.
The big takeaway: While advertisers haven’t been shy about pouring money into RMNs despite the industry’s growing pains, the adoption of industrywide standards could kick growth into an even higher gear once brands see a clear ROI.
First Published on Sep 13, 2023
One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844