On Wednesday, the Interactive Advertising Bureau released industry definitions and measurement standards for in-store retail media during its Connected Commerce Summit in New York City.
The IAB created in-store standards that are compatible worldwide and worked to ensure they were similar to the guidelines it released last year for retail media measurement in online environments.
One of the key components of IAB's in-store standards was determining what constitutes an impression. According to IAB's report, "Opportunity to see is the best proxy available for a viewable ad impression in the In-Store Environment."
Bustos said, "[G]iven that we were looking at privacy first solutions and standards, and we were bringing Europe into the mix, we really focused on 'opportunity to see' as a minimum standard."
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