Editor’s View: The standards will continue until measurement improves
Just a few weeks ago, I asked the question of whether standardisation can solve retail media’s fragmentation woes, off the back of reports and initiatives that set out to create standards in an industry many believe would benefit from being more joined up. This column feels like a spiritual Part Two to that piece. More steps have been taken in recent weeks by industry bodies to establish shared practices for retail media capabilities, which have appeared against a backdrop of commentary about the need for transparency and verification as retail media grows.
