Retail media networks are poised for significant growth, and the physical store is increasingly being recognised as the next major media channel. However, one of the biggest challenges holding back investment in in-store retail media is the lack of standardized metrics. At the What’s In Store for Retail Media Networks event during the NRF 2025 Expo, Yara Daher of IAB Europe highlighted the collaborative efforts between the European and U.S. IAB teams to establish a foundation for measuring in-store retail media effectively.
Despite the growing recognition of in-store retail media’s potential — some estimates point to a $20 billion growth opportunity — many retailers and media buyers remain hesitant to invest. According to an IAB Europe survey, a third of respondents cited the lack of standardized measurement as the primary reason for underinvestment.
To address this, IAB Europe and IAB U.S. worked together to define a framework that creates a common language and standard metrics for in-store retail media. Their goal was to ensure that all industry stakeholders, from retailers to advertisers, could align on what constitutes in-store retail media and how its impact should be measured.
One of the key outcomes of IAB’s work was a clear definition of in-store retail media. The framework stipulates that for an activation to qualify as in-store retail media, it must incorporate data in at least one of three areas:
This differentiation is critical because while in-store activations have long existed, the integration of data-driven insights ensures they align with broader retail media strategies. The IAB also reinforced that in-store retail media includes both digital and physical experiences — ranging from digital displays to traditional in-store promotions.
To create meaningful standardization, IAB built upon existing industry methodologies, including digital ad measurement frameworks and the out-of-home media guide from the Media Rating Council (MRC). Their framework categorises in-store environments into specific zones, acknowledging that audience context within a store plays a pivotal role in campaign effectiveness.
The measurement standards are designed to encompass two core areas:
Daher emphasized that while this framework is a foundational step, continued collaboration between retailers, advertisers, and technology providers will be essential to refine these standards further. With retailers across both Europe and the U.S. (including major players like Kroger, Albertsons, and Ahold Delhaize) participating in the effort, the industry is moving closer to unlocking the full potential of in-store retail media.
As the retail media landscape evolves, these standardized measurement practices will help retailers and brands confidently invest in in-store activations, bridging the gap between digital and physical retail media in a way that is transparent, measurable and scalable.
You can view the full presentation here.
