By Dan Larden, Head of Media at ISBA and member of the RMA Advisory Board
Retail media is at a crossroads. Without standardisation, we risk fragmentation, inefficiency, and opacity – limiting growth and eroding trust. This isn’t just theory. It’s the lived experience of the brands we represent at ISBA.
I have the best job in marketing. I get paid to speak to brilliant people every day about their problems and then think about how to collectively solve them — and those people are advertisers – who fund this ecosystem and whose voices must be heard. When they speak collectively, it’s not just noise – it’s a signal. And if you’re in retail media, you need to be listening.
That’s why, this year, we completed the largest in-depth study of the UK Retail Media ecosystem.
We spoke to seven of the UK’s largest FMCG advertisers, the big five agency networks, retailers, and tech vendors. The goal was to listen to all the expert stakeholders in the supply chain, identify best practices, and surface the barriers to growth.
And the findings were clear.
Advertisers are investing more — but they’re flying blind. Measurement is inconsistent. Attribution windows vary wildly. Reporting formats are fragmented. And the data? Often slow, incomplete, or locked behind managed services.
The message from the advertisers is clear: standardisation is not a nice-to-have, it’s a must-have.
CPG 1: “If we don’t get transparency, we shouldn’t be investing.”
FMCG 1: “if we don’t get this data… we’re going to have to retract our investment.”
This is not about stifling innovation. It’s about enabling it. The standards we’re asking for are not rocket science. What is an impression? What do you mean by ‘new to brand?’ And please — don’t send me a Post Campaign Report in a PDF!
FMCG 2: “It’s really much more complex to buy retail media with a retailer today than it is to buy media elsewhere.”
FMCG 3: “The more difficult it becomes, the harder it is to get the budget signed away.”
We’re not collectively asking retailers to become platforms. We’re asking them to become partners. Partners who understand that consistency in ad formats, reporting, and attribution windows unlocks strategic investment—not just tactical spend.
CPG 2: “The promise is there… we want to collaborate, but we need the evidence.”
That evidence comes from standardisation.
Imagine a future where retail media is unified, transparent, and scalable. Where centres of excellence bridge above-the-line and below-the-line media. Where every pound spent is accountable. Every campaign optimised. Every brand confident to spend and grow.
Let’s not see standards as a constraint – but as the launchpad for the next wave of innovation, investment, and transformation in retail media.
To the retailers:
You hold the keys to the most valuable data in the ecosystem. But with that power comes responsibility.
Standardisation isn’t about losing your uniqueness – it’s about building trust. When you align on formats, metrics, and reporting, you unlock more investment, not less.
To the agencies:
You are the bridge between strategy and execution. But that bridge is shaky when every retailer speaks a different language. Fragmented ad formats, inconsistent attribution windows, and opaque reporting make it harder to plan holistically. The most advanced agencies in retail media are already helping brands consolidate PCAs, identify gaps, and push for consistent KPIs. Let’s build on that momentum.
To the tech vendors:
You are the enablers of scale. But scale without standards is chaos. Retailers are asking for self-serve platforms and dashboards that offer real-time, SKU-level insights. Advertisers want to know what’s working, what’s not, and how to optimise. Your role is critical – but only if you help unify the ecosystem.
Standardisation is not a constraint – it’s a catalyst.
It’s how we move from tactical spend to strategic growth.
It’s how we empower brands to test, learn, and innovate.
It’s how we ensure that every pound spent is accountable, every campaign is optimised, and every stakeholder – retailer, agency, tech partner – has the confidence to grow.
It’s not noise, it’s a signal. Do not wait for the market to force your hand. Let’s create standards as the platform for future innovation. Let’s lead the market – together.
