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Retail media is quickly outpacing other areas of digital advertising and is projected to grow 29% by 2025. Despite this trajectory, retail media is still relatively new compared to traditional digital media and operates like a startup in terms of tech capabilities. Sustained growth will require retail media standardization — creating consistent ways to measure and compare ad performance across retail media networks (RMNs). This standardization will be key for RMNs wanting to understand what’s driving the most value and sales for their business.
In an Interactive Advertising Bureau (IAB) study, 62% of ad buyers pointed to standardization as a top growth challenge. The current ecosystem’s inconsistent standards have prevented effective investment in measurement and limited ad buyer participation. Standardization will be necessary moving forward for effective adoption and trust in these new channels.
This article explores the challenges marketers face without retail media standardization and the collaborative efforts needed to establish consistent measurement standards across the industry.
How much standardization currently exists?
Retail media standardization is limited industry-wide, with each RMN using its own metrics and definitions; what one network calls a “conversion” might be defined differently by another. Some retail companies also sell ad space within siloed, walled-garden shopping environments, which makes it difficult for advertisers to compare performance across platforms. As a result, the current landscape lends itself to inconsistency, campaign measurement complications, and an unclear view of return on investment (ROI) across RMNs.
This fragmentation stems from how retailers have historically developed and managed customer data platforms and e-commerce websites independently, causing disparities in the types and quality of customer data available and the technologies used to manage it. Each retailer uses a unique technology stack and customer experience strategies, which means data is collected, utilized, and integrated into advertising platforms differently.
Why is standardization important?
A 2023 State of Retail Media Survey highlighted the industry’s lack of standardization as a significant obstacle to growth. The Association of National Advertisers also found that advertisers can’t fully take advantage of their retail media investments because of inconsistent measurement practices. Standardized retail media measurement practices are critical for growth. By setting consistent measurement standards across different platforms, it becomes easier for various players to:
- Assess how ads are performing
- See which strategies work across RMNs
- Optimize ad spending
- Make informed decisions
- Extract more value from advertising budgets
Ultimately, standardized metrics are a must for improving transparency, strategic effectiveness, and ROI.
Who is promoting standardization?
We’re seeing a collective push for retail media standardization by several industry stakeholders wanting a more cohesive and effective advertising ecosystem. One of the most recent efforts came from the IAB and the Media Rating Council (MRC). These organizations collaborated with brands, agencies, and RMNs to develop new guidelines for standardized measurement practices and have given the ecosystem a proposed common language for retail media measurement.
These guidelines were released in January 2024 to provide a consistent framework for the following across retail media platforms:
- Audience measurement
- Reporting
- Incrementality
- Transparency
- Viewability
- Ad delivery
- In-store advertising
Microsoft Retail Media, an early adopter of the framework, has experienced greater data transparency, accuracy, privacy, and security, which has benefited advertisers and retailers and advanced Microsoft’s position as a retail media industry leader. Widespread adoption of these guidelines has the potential to drive innovation, attract more advertisers, strengthen collaboration, grow the industry, and improve the consumer experience.
The benefits of industry standardization
A standardized retail media framework for performance measurement can benefit advertisers, retailers, media agencies, and other stakeholders in the ecosystem. Here are some ways each entity stands to benefit.
Benefits for retailers
Standardization makes it easier for retailers to demonstrate their credibility and the value of their retail media program. With uniform measurement across channels and campaigns, they can provide clear, comparable data that reflects their impact, builds trust, and encourages advertiser investment. Better campaign management efficiency also reduces the operational burden, so retailers can focus on improving customer experiences and driving sales.
Experian’s Activity Feed helps you measure performance — and understand how ads impact shopping behavior — by providing you with ad exposures in one environment (web or connected TV) that you can connect to an action in another (in-store purchase). Learn more about Activity Feed and see it in action here.
Benefits for media agencies and marketers
With standardized metrics, advertisers and media agencies have an easy, reliable way to compare metrics and assess the effectiveness of various campaigns across RMNs. This “apples to apples” comparison helps them determine which channels are truly driving better ROI so they can effectively optimize spending.
Standardization also improves collaboration with retailers and leads to more effective campaigns. Consistent guidelines can help teams create, carry out, and optimize retail media strategies and easily compare platform effectiveness.
Benefits for industry stakeholders
Industry stakeholders like technology providers and regulatory bodies can greatly benefit from standardized retail media measurement practices. Consistent measurement provides a common framework that improves transparency and trust among parties. With reliable and comparable metrics, standardization helps everyone speak the same language when it comes to performance evaluation and decision-making. This uniformity facilitates smoother interactions and partnerships between the buy and sell sides, so it’s easier to negotiate and collaborate.
Strategies for implementing retail media standardization
Standardizing measurement will require industry-wide coordination around several strategies, as outlined in best practices frameworks from standardization proponents like IAB/MRC and the Albertson’s Media Collective.
Unify reporting and performance measurement
To address the lack of standardization in performance metrics, RMNs must adopt uniform definitions and calculation methodologies for key metrics. Unified reporting in retail media requires successful stakeholder collaboration to:
- Agree on critical KPIs and reporting metrics like impressions and conversion rates
- Adopt standardized data formats and reporting tools
- Educate stakeholders
- Ensure data quality and compliance
- Continuously improve based on industry feedback
The IAB/MRC framework provides a basis for standardizing metrics for media delivery and engagement, as well as sales and conversions. This consistency helps advertisers compare performance across platforms effectively, enhancing transparency and decision-making.
Standardize product specifications
It’s important for advertisers to have consistent product specifications, as it makes it easier to create and deploy ads across multiple RMNs. To achieve this, RMNs should align ad formats, file sizes, animations, and video specifications with IAB guidelines. Following these standards will help RMNs eliminate compatibility issues, simplify adoption, and save time and resources. It’s also vital for RMNs to maintain flexibility for unique ad formats in order to encourage innovation while still benefiting from standardized specifications.
Introduce third-party verification and disclose capabilities
Introducing third-party verification for ad placement, fraud detection, brand safety, and competitive separation can improve an RMN’s credibility and transparency. By disclosing the third-party providers used and the types of verification offered, RMNs build trust with advertisers and give them the confidence they need to invest.
Additionally, RMNs should disclose their staffing, processes, technology, inventory management, targeting, creative management, and self-service offerings. Transparency in these areas helps advertisers make informed decisions, optimize ad buys, and increase efficiency. Using existing IAB verification and capability disclosure guidelines ensures reliability and a more trustworthy, efficient advertising environment.
Future retail media standardization trends
The future of retail media is poised for significant growth, especially as standardization guidelines are widely adopted and implemented. Here are some trends we expect to see as retail media ad spending grows.
Widespread RMN adoption and spending
Standardization could spur greater RMN spending and drive broad adoption by advertisers who hesitated before due to concerns about metrics and performance comparability.
New partnerships and collaborations
Standardization may lead to new partnerships that weren’t possible before:
- Brands and retailers might team up to blend advertising and sales data for better-targeted campaigns.
- AdTech companies could also partner with multiple retailers to offer unified advertising solutions.
- Retail media networks and analytics firms could collaborate to provide deep insights into consumer behavior and campaign performance.
- Partnerships among retailers, including smaller ones seeking retail media measurement uniformity, may drive further standardization and create new advertising opportunities across product categories with audience overlap.
Ad format innovation
Agreeing on common standards simplifies how ads are measured and understood. Standardization may drive down costs and free up space for more imaginative, engaging ads in the future. For instance, the IAB/MRC’s common language is helping to promote consistency and clarity and fuel innovation across the board.
Incrementality focus
As standardization becomes more widespread, there may be a growing trend toward incrementality measurement, which measures the additional impact of advertising campaigns compared to what would have happened without them. Standardized metrics can help advertisers accurately gauge and optimize campaign effectiveness and maximize their marketing investments.
Growth of cross-platform ad targeting
Standardization may drive the growth of cross-platform ad targeting. With consistent metrics and measurement standards, advertisers will be able to track and compare their ad performance across platforms more accurately. This unified approach will improve ad targeting precision and ensure a consistent impact across RMNs.
Commerce media
Commerce media is changing retail advertising with its focus on verified data and real-time transaction insights, making campaigns more efficient. This shift could push for more uniform measurement standards across platforms and level the playing field. As commerce media gains traction, its emphasis on targeted advertising and ROI measurement might pave the way for universal metrics and clearer guidelines across retail networks.
Where does this leave modern advertisers?
Retail media is still at a crossroads. If standardization doesn’t occur soon, its growth may slow. For now, advertisers are resorting to custom strategies or relying on whichever network they feel is most effective for their products. They are likely to continue investing significantly in retail media, maintaining or increasing spending in the next year.
Although RMNs continue to be challenging without formally recognized standardization guidelines, the proposed IAB/MRC guidelines provide an effective starting point.
Join forces with a strategic RMN partner
RMN success requires overcoming complicated technical hurdles that may exceed non-media business capacities. Managing data complexities, resolving identities, utilizing audience insights, and ensuring precise measurement requires specialized expertise and technologies.
We recently announced a solution tailored for RMNs. This offering enhances RMNs’ strength in first-party shopper data by using Experian’s#1 ranked identity and audience services. Our solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue.
If your organization could benefit from a partner with the requisite technological tools and insights into the retail media landscape, contact us to discover how we can help you achieve RMN success.
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Programmatic media buying isn’t getting any easier. Buyers face rising signal loss, shrinking margins, and growing pressure to perform in a privacy-first world. Add in fragmented tech, shifting privacy regulations, and inconsistent identity signals, and reaching the right audience at scale has never been more complex (or costly). Meanwhile, advertisers demand more transparency, publishers want control, and consumers expect relevance without feeling watched. Open exchanges, legacy data management platforms (DMPs), and spray-and-pray strategies just aren’t cutting it. That’s why curation has become a trending topic in the AdTech space. In programmatic advertising, curation refers to the strategic integration of enriched data and quality inventory into a single package — often executed as a private marketplace (PMP) deal. This approach reshapes how campaigns are built, activated, and optimized by enabling performance-ready buys that reduce waste, increase relevance, and give marketers greater control over outcomes. It’s no wonder then that curation investments are accelerating, PMPs are gaining traction, and buyers are shifting budgets accordingly. Over 66% of the $150 billion+ open exchange programmatic market now flows through curated PMPs, with industry giants like Google publicly backing curation as a core strategy. So what exactly is programmatic curation, and why is it becoming essential for privacy-conscious, performance-driven marketers? Let’s break it down. What does programmatic curation mean in AdTech? Programmatic curation is the process of filtering, structuring, and packaging enriched data with high-quality programmatic inventory — enhanced by real-time optimization to create more targeted, efficient, and transparent media buys. Instead of buying at scale and hoping for the best, curation prioritizes accuracy and value over volume, resulting in more targeted, efficient, and transparent media buys. As privacy regulations reshape targeting, curation is becoming a key differentiator in an increasingly crowded AdTech space. It connects robust data with quality supply, helping marketers stay effective while giving publishers new ways to monetize with control. But not all curation is created equal. Programmatic curation requires three core elements: 1. Unique data Unique, privacy-compliant, and valuable. 2. Strong supply connections Access to quality inventory from publishers at scale. 3. Optimization tools To measure, refine, and improve performance during a campaign and improve performance throughout the campaign lifecycle. Without all of these elements, a so-called “curator” may simply be repackaging inventory without delivering the full value of a curated approach. Why does curation still matter with cookies sticking around? While third-party cookies and mobile IDs like IDFA haven’t gone away, the industry has already pivoted in anticipation of their decline. Even without Google flipping the switch, signal loss is here thanks to Apple’s ATT, tighter compliance rules, and new tracking restrictions. Marketers are dealing with less data, more fragmentation, and fewer reliable IDs. So if you want to run an effective, scalable media campaign today, you need tools that go beyond third-party cookies. That’s why programmatic curation is gaining ground as a better, more sustainable way to buy media. Investments in programmatic curation are growing, and not just for identity resolution. Marketers are leaning in because it: Combines verified audience data with premium inventory Supports ID-free or context-aware targeting Enables scalable, identity-agnostic strategies Improves data quality through enrichment Creates more controlled, pre-approved media paths via PMPs Experts anticipate that, at some point, publishers will have to lean into this method. “Curation will be bigger than header bidding and as big as programmatic or RTB — that’s our bet.”Andrew Casale, CEO Whether cookies stay or go in the future, curation works for an ecosystem that demands smarter, cleaner, and adaptable media buying. What are the benefits of curation and who wins? Curation is one of the few innovations in AdTech delivering meaningful wins across the ecosystem. By bringing better data, cleaner supply, and more intentional targeting into programmatic advertising, it helps brands, agencies, and media buyers drive stronger performance, gives publishers more control, and creates a more respectful experience for consumers. And unlike traditional approaches, curation is built for what’s now and what’s next. Here’s how each group benefits and why it matters. Brands and agencies Curation helps brands and agencies run smarter, more efficient campaigns by connecting high-quality data with premium supply. 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Traditional audience signals are fading, and the industry is facing a new reality: identity is no longer just about connectivity, it’s about outcomes. At Cannes Lions 2025, leaders from AdRoll, LG Ad Solutions, Magnite, MiQ, OpenAP, PubMatic, Stirista, Tatari shared how innovative identity approaches are cutting through the noise, improving performance, and delivering real ROI. Their insights reveal a clear path forward for those ready to turn identity into a performance driver. Here’s how you can apply the same principles to drive performance. 1. Make identity a performance engine Treating identity as a performance driver leads to measurable results by creating a clear connection between marketing efforts and outcomes. Identity resolution enables the effective retargeting of audiences, accurate performance attribution across connected TV (CTV), and personalized campaigns across multiple channels. 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Without identity resolution, that’s not possible. But with it, we’re changing the narrative – making TV a hospitable place for deploying first-party data and driving outcomes.\”Mike Brooks 2. Build trust through responsible data practices Consumer trust begins with responsible data practices that prioritize transparency and privacy. Deterministic match rates ensure accuracy by connecting data points with confidence, while clear methodologies provide visibility into how data is used. These practices improve overall campaign performance and protect consumer privacy by ensuring that every interaction is respectful. How Experian helps Experian’s privacy-first approach ensures that all data activation occurs with compliance and consent. 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Use AI to amplify, not replace, strategy Artificial intelligence (AI) is transforming how campaigns are optimized, but its success depends on clean, consented identity foundations. AI can analyze vast amounts of data to refine targeting, manage frequency, and uncover new efficiencies, but only when built on a strong identity framework. How Experian helps Experian uses AI and machine learning to deliver highly personalized marketing solutions. Advanced clustering algorithms in Experian’s Digital Graph analyze and create household and individual device connections, improving targeting and measurement accuracy, while machine learning models improve consumer insights by inferring household composition where data is limited. These innovations enable AI tools to quickly generate tailored audience solutions, analyze contextual signals in real time, and identify opportunities that improve results while maintaining a human centered approach to decision making. \”AI is a copilot to your marketing initiatives. For it to perform, it needs insights and information to learn from. That’s why having a strong foundational data asset rooted in deterministic data is so important.\”Howard Luks Five moves to turn identity into profit Here are five steps to get started: 1. Audit your data health Make sure your audience data is accurate, up-to-date, and complete so you’re starting from a strong foundation. 2. Layer in more context Enrich your records with details, like lifestyle, interests, or buying behaviors, that help you speak your audience’s language. 3. 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Audigent, a part of Experian, now offers turnkey, outcome-driven deals for brands through Amazon DSP, expanding advertisers’ options for advertising across the open internet. While buyers continue to activate through established supply paths with Amazon DSP, this collaboration introduces sell-side curation that expands data access and reduces overall buyer costs. Three paths to activation With Audigent\’s curation services now available through Amazon DSP, buyers have streamlined access to premium open-internet inventory and measurable results. Advertisers now have three simple ways to build or tap into curated deals: Off-the-shelf deals in Inventory Hub on Amazon DSP Buyers can access hundreds of pre-built curated deals, each designed to align with common campaign goals and accelerate time to market. Custom deal libraries built around KPIs Advertisers can work directly with Audigent and Amazon Ads to build tailored deal libraries that reflect their unique performance objectives. SimplePMP with AI-driven intelligence Audigent\’s proprietary AI technology powers its SimplePMP product, offering advertisers sophisticated segment recommendations to identify relevant audiences and inventory with enhanced accuracy. Data that drives performance Turnkey curation only works if the data behind it is immediate, precise, and actionable. With Audigent providing curation via Amazon DSP, each deal fuses premium, real-world signals with hand-picked inventory so every impression can move the needle. How turnkey curation works Here are three ready-made examples to spark ideas 1. Weather in real time When the temperature climbs above 85°F, a beverage brand’s “Hot-Day Hydration” creative can launch automatically. Twenty-four hours before a heavy-rain forecast, big-box retailers can push “Storm-Ready Supplies” for generators and batteries. Weather-triggered audiences from The Weather Company mean you buy only when conditions drive demand. 2. Moments that matter to fans Live Nation ticket-purchase signals that pinpoint two peak travel-booking windows—right after fans secure out-of-town concert or game tickets and again during the week leading up to the event—so airlines, online travel agencies, and hotels can serve timely seat-sale or last-minute lodging offers when intent (and conversion rates) are highest. 3. Intent you can see Bombora B2B signals surface companies researching topics like “zero-trust security” or “cloud cost reduction.” A cybersecurity SaaS can reach those accounts with demo ads, and an office-furniture brand can court firms exploring “hybrid-workspace redesign.” Media spend zeroes in on buyers already in-market. A customer-centric approach Audigent delivers turnkey, customer-centric solutions across the open internet through Amazon DSP, prioritizing quality over quantity through premium web inventory. As buyers and sellers embrace more direct, transparent, and addressable supply paths, this streamlined approach boosts efficiency and drives meaningful outcomes for brands. Interested in trying this new path with Amazon Ads and Audigent? Email: audigent_sales@experian.com. What\’s next? Audigent is committed to enhancing our curation services available through Amazon DSP. We\’re focusing on: Expanding our suite of turnkey solutions to address evolving advertiser needs in the open internet space Developing new data-driven insights to further refine audience segmentation and inventory selection Continuously improving our technology to deliver even greater value and efficiency for advertisers As the advertising landscape evolves, Audigent will continue to innovate, ensuring our offerings complement and enhance the capabilities available through Amazon DSP. Ready to cut supply path costs? Connect with us to design your first curated library Latest posts