Omnichannel retail media ad spending is projected to grow exponentially in 2024. Since the retail media industry is still relatively new, a lack of standards and transparency around defining those metrics has led to buying complexity for advertisers.

In fact, 69% of retail media buyers are frustrated with the complexity of the buying process.¹ An additional 62% state that a lack of measurement standards is a significant advertising obstacle with RMNs.¹

The growing number of RMNs is putting a strain on advertisers trying to navigate buying and measuring with different metrics and definitions from each RMN. For example, how do we define a metric for “New to Brand”? Does this mean someone who hasn’t shopped in 13 weeks or 13 months? Does it refer to someone who has never shopped a specific brand, or an entire category, or even the retailer? This creates unique challenges since each retailer’s tech stack and data are different.

The work that IAB and the industry have done over the past few months is a big step in the right direction—particularly with its focus on greater transparency and disclosure across metrics and measurement methods. While total standardization will always be elusive, moving toward common definitions will benefit the entire ecosystem.