IAB Baltics’ Post

Huge milestone for the IAB Europe Retail Media Committee today as we have published our European Retail Media Measurement Standards. Big shout out to Yara Daher for driving this crucial work stream, and (as always) Marie-Clare Puffett! This is the culmination of months of collaboration, debate, review, public comment and resolute project management by those already mentioned above! A big thank you to everyone who was actively involved and helped to make this happen! Townsend FEEHAN CEO of IAB Europe shared the following on the publication, “With the publication of the first set of European Retail Media Measurement Standards, we affirm our dedication and commitment to providing industry stakeholders with a robust framework that ensures consistency across the ecosystem and enables Retail Media to thrive. These standards not only establish much-needed uniform metrics but also foster transparency, making room for greater innovation and investment in this space. I am excited to see how this pivotal step allows us to collectively drive Retail Media forward over the next 12 months and beyond.” Read more here via ExchangeWire (including links to the full standards and FAQ documents) via the IAB Europe website. https://lnkd.in/d6BKYs4c

FInal version of the IAB European Retail Media Measurement Standards is Published. Where the IAB/MRC focussed on overarching principles around data quality, transparency, and empirically-supported methodologies for audience measurement the IAB Europe focusses more on on defining specific retail media metrics and their measurement.

Today (April 25th, 2024), IAB Europe has published the final version of the Retail Media Measurement Standards for Europe to provide media buyers with a framework for consistent metrics to compare their retail media investment. The Standards have been finalised following a public comment period between February and March 2024, where a wide range of industry stakeholders from across Europe provided feedback and insights to shape the final version. https://lnkd.in/erzkqZqC #Attribution #Europe #Measurement #RetailMedia

Last week IAB Europe published Retail Media Measurement Standards for Europe, the first set of definitions, addressing a major investment barrier identified by 70% of buyers. 🚀 Led by Marie-Clare Puffett and Yara Daher, The Retail Media Measurement Standards were developed following consultations with retailers, and media buyers (brands and agencies) and cover the following areas: 📏 Metrics: The document outlines several key metrics such as ad impression, click-through, viewability, and video completion rates, providing clear definitions to ensure consistent application across retailers. 📈 Attribution Models: Details different attribution methods including Return on Ad Spend (ROAS) and new standards for 'lookback windows' and 'halo attribution', allowing for more precise measurement of ad effectiveness. 📊 Insights - Sales Uplift and iROAS: Measures the direct impact of advertising on sales through methods like AB testing, providing metrics such as Sales Uplift and Incremental ROAS (iROAS) to gauge the additional sales generated by ad spending. 🌍 Collaborative Efforts: Leveraging previous work from various national bodies (like IAB US and ISBA UK), these standards aim to harmonize metrics such as media metrics, attribution, and insights on a pan-European level. 🔮 Future Considerations: IAB Europe and IAB USA plan to continue evolving these standards, with upcoming standardization of Onsite Display Ad Formats, comment below if you want to join our future efforts! https://lnkd.in/eQyxnYV8

The IAB Europe’s Retail Media Measurement Standards recently dropped. Here's some of the highlights: 1. Standard Definitions: First set established for consistent measurement. 2. Media Metrics: Clear metrics for ad impressions, click-through, and viewability. 3. Attribution Models: Detailed ROAS metrics, separating click-based from view-based. 4. Lookback Windows: 30-day standard with flexibility for brand-specific needs. 5. Sales Extrapolation: Guidelines for estimating impact on non-identified users. 6. New to Brand/Category Metrics: Timeframes for identifying shopper types. 7. Incremental ROAS: Methods to measure incremental impact using varied data types. 8. Future Roadmap: Upcoming focus on ad format standardisation and verification. 9. Global Collaboration: Efforts aligned with IAB US and European bodies. 10. Feedback Sought: Open call for industry input on standards. Report linked here: https://lnkd.in/euU_ruMi

Do you really understand performance media metrics? Do you know when ROAS (Return on Ad Spend) is based on clicks or views? Obviously view-based formats have the potential to show significantly higher ROAS numbers than clicks based formats, but that does not mean they are contributing more to business results. Love this post from Wes Maynard, more discussion needed on standardization of retail media metrics across platforms.

IAB Europe released their Retail Media Measurement Standards for Europe last week. Another step forward in the maturation of Retail Media. Two things in particular stood out to me: 1️⃣ Attribution - 2.1 Return on Ad Spend (ROAS) IAB states "Retailers should provide a differentiation between click-based and view-based ROAS in the reporting" Post-click/view attribution is a very important topic which isn't discussed enough in the retail media world today. In fact, it almost always only comes up when the 'non-retail' media teams are involved. Questions like "14 day post view attribution off-site in the Amazon DSP is not a fair way to measure performance when we are only using 1 day post view/engaged-view in Meta. How can we justify moving budget across?". There are ways to do this today, but I am encouraged to see associations like IAB work to standardise how we approach these conversations. 2️⃣ Insights - 3.1 New to Brand/Repeat Shoppers "A shopper who has not purchased any products from specified brands within a defined time frame is “New to Brand”. Inversely, if they have purchased within the below time frames, they can be considered “Repeat Brand Shoppers”." The New to Brand 12 month window in platforms like Amazon is limiting in understanding the cost to acquire a net new customer and the incremental value of Amazon Ads spend. IAB repeat shopper definitions further breakout the 12 month window, which will help brands to better understand their customers in order to execute campaigns more efficiently. Connecting 1st party data with advertising via Customer Data Platforms, D2C website tags and server to server integrations is the next step. But that's a topic for another day...

NEW – Here is further evidence that #retailmedia continues its rise. Brands are reallocating funds from digital platforms and traditional media as well as non-advertising and below-the-line trade and #shoppermarketing , according to research from IAB.   The study was completed in partnership with BWG Strategy LLC. “Everything we’ve learned in this study points to the fact that the continued growth & success of retail media hinge on achieving measurement standardization,” IAB’s Jeffrey Bustos said. “That’s why IAB & MRC are working together to identify existing standards, define common metrics, & create guidelines to ensure consistent measurement across platforms, promoting transparency & confidence in retail media investment.” More details in our coverage below. 

[📊 Standards in Retail Media - Europe] This is a important step on the market : yesterday, IAB Europe shared a 1st draft of Recommendations for #RetailMedia Measurement Standards. This document is open for feedback. 📩 I invite all partners of the ecosystem to give their feedback to build a document that will be a key milestone at regional level. 👉 Next steps 📅 Webinar Retail Media Standards - March 19th by IAB Europe 📅 End of feedback - March 29th 📅 The Great Debate - Retail Media - April 23rd in Amsterdam Press Release and document : https://lnkd.in/d6MgP3k9 #retailmedia #retailmediastandards Unlimitail - Alliance Digitale - IAB Europe