Retail Media Knowledge Base
Your one-stop hub for understanding retail media — from the basics of how it works to the details of certification and auditing.
Whether you’re getting started or looking to go deeper, you’ll find clear, practical guidance to help you trade with confidence in this fast-growing sector.
Understanding Retail Media:
A guide to trust, transparency and growth
Our three-part series breaks down everything you need to know.
From what retail media is, how the industry is tackling challenges and building buyer trust.
Download the full guide for a deeper dive into retail media success
The Standards
IAB EU
The IAB Europe Retail Media Measurement Standards - along with their compliance table - create a single, consistent way for Retail Media Networks and Ad Tech Providers to measure and report performance. They define core media metrics, attribution rules and shopper insights so advertisers can finally compare networks like-for-like with confidence.
IAB Europe Retail Media Measurement Standards Compliance Table v2 (including RMNs & Ad Tech)
IAB UK
The Retail Media requirements of the IAB UK Gold Standard are based on the IAB EU standards. They set clear requirements for on-site retail media, covering core metrics like impressions, clicks, viewability, video completion and SIVT. They too ensure networks follow consistent, transparent measurement practices so advertisers can trust the data they receive.
IAB UK Gold StandardUnlock the secrets of retail media with our essential guide
What links dishwasher tablets and cars?
Find out in our Retail Media guide, where you'll explore how retail media is revolutionising advertising and creating unmatched opportunities for brands to connect directly with consumers.
Here's what our guide reveals:
- Unrivalled data power:
How to tap into rich first-party data using shopping patterns and behaviour without the use of cookies. - Directly link ad spend to sales:
Learn how retail media can accurately measure the impact of campaigns. - Expansive reach & trust:
Understand how retail media's new industry standards ensure consistent measurement and transparency.
Glossary of Retail Media Terms
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Why Trusted Measurement Matters More Than Ever in Retail Media
An interview with Liv McCullagh, IAB UK’s Retail Media Lead Retail media is now one of the most important forces in UK digital advertising. As investment grows, so does the need for...
How retail media works
