Why Trusted Measurement Matters More Than Ever in Retail Media

Liv

Retail media isn’t new, but the context around it has fundamentally changed. Demand for first-party data and access to real customer behaviour has never been more important, particularly as the wider media landscape becomes more restricted. At the same time, the retail media ecosystem has matured significantly and, in the UK, we’re fortunate to have some of the most sophisticated retail media networks globally. With that level of growth and investment comes a clear need for greater consistency, transparency and accountability around measurement.

Bringing retail media into the Gold Standard reflects how business-critical the channel has become and sets clear standards that RMNs of all sizes can align to as the market continues to grow.

Liv

We’ve seen retail media grow faster than the industry’s ability to plan, buy and measure it consistently. The biggest challenge is fragmentation - multiple platforms, formats, metrics and buying models across retailers. Measurement remains complex, with advertisers wanting clarity on incrementality, halo effects and brand impact, not just ROAS. Retail media is also often activated in silos within organisations, which means definitions of media and performance can vary.

The next phase of growth will be about simplification, standardisation and making retail media easier to activate at scale.

Liv

The Gold Standard has always been about raising trust, transparency and quality across digital advertising. Expanding it to include retail media recognises how central the channel has become to brand investment. It builds on that legacy by applying consistent principles around measurement, data usage, fraud and brand safety in a rapidly scaling ecosystem.

For advertisers and agencies, it provides greater confidence and comparability as budgets grow.

For retailers, it sets a clear benchmark for best practice as retail media moves from test-and-learn to a core media channel. Ultimately, it helps retail media scale in a way that is sustainable, credible and trusted

Liv

The UK Gold Standard is closely aligned with the IAB Europe Retail Media Measurement Standards, ensuring consistency across markets. That alignment is critical for advertisers operating across the UK and Europe who need comparable, reliable data. It reduces fragmentation and removes the need to navigate different definitions, metrics and methodologies market by market.

For agencies, it enables more confident cross-market planning and evaluation. For retailers, it provides a clear, internationally recognised framework for best practice.

Ultimately, this joined-up approach helps retail media grow faster, with trust and transparency at its core.

Liv

Independent auditing turns principles into proof. It ensures the Gold Standard is credible, consistent and not self-certified. Having ABC as the independent auditor gives advertisers and agencies confidence in how standards are applied. That independent oversight is fundamental to building long-term trust in retail media.

Liv

Retail Media Networks can expect a clear, rigorous but supportive certification process. We appreciate that many are still early in their standardisation journey, so certification should be seen as a collaboration between the standard setter, auditor and network. It’s about encouraging best practice at the heart of what they do, while they continue to build their models and measurement.

IAB certification validates that their measurement, data and governance meet trusted industry standards. It strengthens credibility, supports budget growth and positions them as a trusted, long term media partner.

Liv

As more Retail Media Networks become certified, advertisers and agencies gain greater confidence to invest at scale. Certification improves comparability, making it easier to assess performance across networks. It supports more informed planning, optimisation and investment decisions.

By reducing friction and uncertainty, it ultimately makes retail media simpler to trade and easier to integrate into total media plans.

Liv

At the IAB, we believe that all media will become retail media by 2030. And as retail media matures, standards will increasingly shape how the market scales responsibly.

The Gold Standard will therefore continue to evolve alongside the retail media market.

As innovation accelerates across formats, data and offsite activation, the framework will adapt to reflect new capabilities.

Its role is to ensure that growth is underpinned by trust, transparency and consistency, giving networks a clear signal of quality and helping them demonstrate their commitment to performance and responsible advertising.