"A lot of these metrics have been used for a long time, we just wanted to make sure that everybody's using the same language," said Jeffrey Bustos, vice president of measurement addressability data at the IAB. "Retail media is moving so fast, and a lot of countries are moving at the same pace that we want to make sure that when there's guidance or standards that they are consistent."
Dan Westendorf, vice president of customer development at Mars United Commerce, told ADWEEK that the lack of standards makes it hard for brands to vet the performance of in-store ads. "[In-store has] always been a little bit of the Wild West," he said. "It tends to feel a little flashier, because there's no common understanding of what success looks like."
[
Collection
]
[
|
...
]