Every one of these AI generated products represents a real advertiser that will be "encouraged" to buy paid ads from their retail distribution partners. (Photo: Midjourney)

POV: Retail Media Guidelines

The surface scratched, depths untouched. I mixed take on the newly proposed Retail Media guidelines.

Travis Lusk
Travis Lusk

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.

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