POV: Retail Media Guidelines

When a brand is "encouraged" (read: required) to purchase paid ads from their retail distribution partners, is it any wonder that the multi-billion dollar category lacks standards? Well, here we are.

The IAB/MRC Retail Media Measurement Guidelines represent a significant step forward in the attempt to bring order and consistency to retail media. The explosive growth in this category is eyewatering, as too is the lack of standardization.