{"page":"/blog/retail-media-measurement-standards-explained","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Metric or area","Definition (per the standards)","What is required or recommended","Document"],"rows":[["Ad impression","An ad successfully delivered to a device that has begun to render (IAB/MRC, §3.1)","Count on render, not on request; filter invalid traffic","IAB/MRC Jan 2024; IAB Europe V2.1"],["Viewable impression","50% of pixels for 1 continuous second (display) or 2 continuous seconds (video), per the MRC Viewable Ad Impression standard","Measure directly where applicable; report viewability by placement, time and geography; disclose non-measured impressions (IAB/MRC, §3.2 and §5)","IAB/MRC Jan 2024; IAB Europe V2.1"],["Invalid traffic","GIVT and SIVT per MRC Invalid Traffic Detection and Filtration guidelines","Disclose IVT decision rates; where signals are insufficient, report \"unknown IVT\" (IAB/MRC, §3.4); report GIVT and SIVT separately and state if SIVT is not measured (IAB Europe, V2.1)","Both"],["Click","User-initiated action on an ad, including to a brand, product or cart page","Measure per IAB/MRC Click Measurement Guidelines; tie clicks to valid impressions (IAB/MRC, §3.5)","Both"],["Video completion rate","Videos viewed to completion divided by videos launched","Report against the IAB/MRC standard (IAB Europe, V2.1)","IAB Europe V2.1"],["Sale","Checkout completed and order issued; gross or net","Gross assumed unless net stated; net = gross minus returns, cancellations, refunds; search, social and programmatic always report gross (IAB Europe, V2.1)","IAB Europe V2.1"],["Attributable sales, ROAS, conversions","Outcomes attributed to a click or viewable ad, associated with SKUs in the creative or set by the brand","Disclose whether attribution is based on viewability or extrapolation; split click-based and view-based ROAS; same-SKU (parent SKU) attribution (IAB/MRC, outcomes table; IAB Europe, V2.1)","Both"],["Attribution window","Time over which exposure counts toward attribution","US: must be empirically supported and logical for campaign length and category sales cycle; time-decay curves revalidated at least annually (IAB/MRC, §3.6). EU: 30-day post-view and post-click default, flexible shorter windows on request, 7 days default for quick commerce (IAB Europe, V2.1)","Both"],["Modelled attribution and extrapolation","Rules used to estimate media impact on non-identified users","Disclose the method, the metrics it is extrapolated through, minimum sample sizes and quality thresholds (IAB/MRC, §3.6; IAB Europe, V2.1)","Both"],["Halo and brand lift","Same brand, same category, as defined by the retailer catalogue","Report halo products transparently and separately from the advertised SKU (IAB/MRC, §3.6; IAB in-store, Dec 2024)","Both"],["New-to-brand, new-to-category","Shopper with no purchase of the brand or category in a defined pre-period","Disclose the time frame; EU offers a set of recommended time frames to choose from (IAB/MRC, outcomes table; IAB Europe, V2.1)","Both"],["Incrementality","Causal impact of marketing above a baseline, isolated from other factors","US: RCT, synthetic control, matched-market or ML with disclosure of method, test duration and pre-campaign holdout (IAB/MRC, chapter 4). EU: optional, but if offered must use a method from the November 2025 guidelines (IAB Europe, V2.1)","Both, plus IAB/IAB Europe Nov 2025"],["Reporting parameters","Day = midnight to midnight; disclosed time zone","Disclose data formats, promotions affecting measurement, audits applied and projections used (IAB/MRC, §5)","IAB/MRC Jan 2024"],["Delivery tool","Network reporting, open APIs or data clean rooms","Network must disclose which it provides; clean rooms are noted as expensive, with limited interoperability and leakage risk (IAB Europe, V2.1)","IAB Europe V2.1"],["Data quality","Audits and confidence intervals","At least annual internal and external data-quality audits; disclose sampling and non-sampling error (IAB/MRC, chapter 1 and §4.4)","IAB/MRC Jan 2024"],["In-store zones","Five zones from exterior to in-aisle and \"other and connected store\"","Overlay zones per store format; report audience per zone and in aggregate (IAB in-store, Dec 2024, §4; IAB/MRC, §6.1)","In-store Dec 2024; IAB/MRC ch. 6"],["In-store impression","Gross impression = audience in the display exposure zone × ad play; OTS = single opportunity to view; LTS = OTS adjusted for likelihood of noticing","Disclose the impression calculation and the footfall source (transaction data, panels, sensors, door counters, beacons) (IAB in-store, Dec 2024, §5)","In-store Dec 2024"],["In-store audio","Audio played, not audio heard","Count presence in the audible zone while the ad played (IAB/MRC, §6.3)","IAB/MRC ch. 6"],["In-store sales window","30 days pre-exposure, campaign, 30 days post","Exclude stores where media was not active; provide flexible windows on request (IAB in-store, Dec 2024, §6). Proposed change to a 28-day window and removal of sales lift and brand sales lift metrics (IAB Europe proposals, 17 September 2026)","In-store Dec 2024; proposals Sept 2026"]],"sourceUrls":[["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf","https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf","https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf","https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf","https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf","https://www.iab.com/wp-content/uploads/2024/12/IAB-Europe_IAB-In-Store-Retail-Media-Standards_FINAL-DECEMBER-2024.pdf"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf","https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf","https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://iabeurope.eu/knowledge_hub/iab-europes-commerce-incl-retail-media-measurement-standards-v2/"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://www.iab.com/wp-content/uploads/2024/12/IAB-Europe_IAB-In-Store-Retail-Media-Standards_FINAL-DECEMBER-2024.pdf","https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://www.iab.com/wp-content/uploads/2024/12/IAB-Europe_IAB-In-Store-Retail-Media-Standards_FINAL-DECEMBER-2024.pdf"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://www.iab.com/wp-content/uploads/2024/12/IAB-Europe_IAB-In-Store-Retail-Media-Standards_FINAL-DECEMBER-2024.pdf","https://iabeurope.eu/iab-europe-in-store-and-travel-media-measurement-open-for-public-comment/"]]}