IAB Europe has unveiled a pair of new retail and commerce media-focused documents, as it looks to pave the way for greater standardisation, transparency, and efficiency across the rapidly growing industry.
Developed by the association’s Retail & Commerce Media Committee, in collaboration with its Retailer Council, Commerce (including Retail) Media Measurement Standards V2 and Flexible Ad Size Guidelines for Retail Media Networks are both open for public comment.
“Standardisation is crucial to unlocking efficiency, consistency, and trust in Retail and Commerce Media,” said Marie-Clare Puffett, Industry Development & Insights Director at IAB Europe. “These two documents represent important steps forward, but we want to ensure they reflect the needs and realities of all stakeholders. That’s why we’re inviting open industry input before finalising them.”
Commerce (including Retail) Media Measurement Standards V2 is the next evolution of the Retail Media Measurement Standards introduced by IAB Europe in April 2024. Based on industry feedback, the latest standards move beyond retail media to include quick commerce, and provide detailed explanations for media metrics, attribution, insights, and adjustments specific to commerce, as well as specific definitions for gross and net sales. It also introduces a refined measurement funnel, with the aim of enabling brands and agencies to compare performance across retailers.
The standards focus on both onsite and offsite online, complementing the separate guidance on in-store retail media.
Meanwhile, the Flexi Ad Formats Proposal is based on a solution developed by Tesco Media and refined through IAB Europe’s standards workshops. It aims to introduce a simplified approach to static display ad sizes, helping to provide broader access to brand programmatic budgets, improve operational efficiency, and enhance consumer experience.
The proposal recommends a core set of four flexible ad sizes, capable of working across mobile, tablet, desktop, and mobile app environments.
Both documents are open for public comment until Friday 14 November 2025.
