"As retail and commerce media investment continues to grow, advertisers, agencies, retailers, and ad tech providers are increasingly aligned on the need for consistent measurement frameworks and scalable creative solutions. IAB Europe's latest guidance, developed with the Retail & Commerce Media Committee and our Retailer Leaders Council, aims to support this next phase of growth by addressing two of the sector's most pressing challenges: how performance is measured and how creative is delivered at scale."
"Integration of stakeholder feedback from retailers, brands, agencies, and ad tech providers A refined and clearer measurement funnel Standardised definitions for gross and net sales New key metrics tailored to the quick commerce sector A formal definition of incrementality, with approved methodologies specified Updated guidance on new-to-brand and new-to-category timeframes, now expanded to five generic timeframes A new section on measurement and insights delivery tools and platforms"
IAB Europe released two resources to accelerate maturity, scalability, and effectiveness of retail and commerce media across Europe: Commerce (Incl. Retail) Media Measurement Standards V2 and Flexi Ad Sizes Guidelines for Retail Media Networks. The updated measurement standards were revised after a public comment period (September–November 2025) and expand the scope of commerce-driven media. Enhancements include stakeholder feedback integration, a refined measurement funnel, standardized gross/net sales definitions, new quick commerce metrics, a formal definition of incrementality with approved methodologies, expanded new-to-brand/new-to-category timeframes to five generic timeframes, and a new section on measurement and insights delivery tools. Guidance recommends a default 30-day look-back window while requiring reporting flexibility.
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