IAB, in collaboration with IAB Europe and leading retail media networks, has finalized definitions and standards for proving the impact of retail media network campaigns.
Jeffrey Bustos emphasized that these standards promote transparency and consistency in retail media by focusing on defining terms and measuring methodologies, crucial for understanding campaign impacts.
In-store retail media is defined as advertising inventory that utilizes retail data for planning, executing, and measuring ads in a physical store environment.
The key advantage of in-store RMN campaigns lies in their ability to reach customers close to purchase and helping marketers prove effectiveness despite the challenges of measuring such ads.
#retail-media-networks #marketing-standards #in-store-advertising #customer-data #campaign-measurement
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