IAB Europe Proposes New Standards for In-Store and Travel Media Measurement
IAB Europe · Sep 17 · 1 min read
What happenedIAB Europe has released new draft standards for measuring in-store retail media and travel media, aiming to increase transparency and consistency in these growing sectors. These proposals, developed with industry stakeholders, are now open for public comment until October 23rd.
Why it matters for marketersAs AI increasingly influences consumer journeys, standardizing measurement across emerging channels like in-store retail and travel media is crucial for understanding campaign effectiveness and proving ROI in an AI-augmented landscape.
Topics: commerce media, measurement standards, retail media, travel media