- Intermediate
- Standard
- Free
In-Store Retail Media: Definitions and Measurement Standards
by IAB & IAB Europe
A common definition and measurement framework for in-store screens, zones and retail-media formats.
- Time to Complete
- ~30–45 min
- Level
- Intermediate
- Certificate
- No
Overview
IAB and IAB Europe’s In-Store Retail Media: Definitions and Measurement Standards establishes common language and measurement expectations for the fast-growing in-store media category. It covers unified definitions, measurement standards, ad-format guidance and store zones. For DOOH advertisers, the document is valuable because retail screens increasingly sit at the intersection of OOH, shopper marketing and commerce media, where inconsistent terminology can make campaign comparison difficult.
What You'll Learn
- Use standardized in-store media terminology
- Understand the role of store zones in planning
- Recognize core measurement expectations
- Compare in-store retail networks more consistently
- Connect in-store DOOH with wider retail-media standards
Highlights
- Joint IAB and IAB Europe standard
- Published in December 2024
- Focused on comparability and measurement
- Important for retail DOOH buyers
Who It's For
Best For
- CPG advertisers
- Retail-media teams
- Agencies buying in-store screens
- Measurement specialists
Prerequisites
- Basic retail-media or DOOH knowledge
Topics Covered
- Retail Media
- Measurement
- DOOH
- Standards
How to Use This Resource
In-Store Retail Media: Definitions and Measurement Standards is best used as a standard rather than as a live rate card. Treat the examples and frameworks as a way to ask better questions before a proposal, then verify inventory, pricing, dates and specifications with the seller or platform.
The strongest planning value is in Retail Media, Measurement, DOOH, and Standards. Those topics connect directly to how outdoor media is bought: the screen or panel still has to match the audience journey, the creative has to be readable in context, and any measurement claim should be tied to a stated methodology.
Because this resource is provided by IAB & IAB Europe, read it with the provider context in mind. Vendor education can be useful, but it should be balanced against independent market checks and competing quote paths.
Apply It to a Billboard Plan
- Write down the campaign decision this resource should support before opening it.
- Capture the terms, metrics or workflow steps that affect a live OOH brief.
- Translate the lesson into one buying question for a media owner, agency or platform.
- Use a calculator, size guide or market guide to test the idea against real campaign constraints.
At a Glance
- Topic
- Retail Media
- Level
- Intermediate
- Format
- Standard
- Cost
- Free
- Duration
- ~30–45 min
- Provider
- IAB & IAB Europe
- Hands-on
- Yes — practical/reference
- Certificate
- No
- Added
- 2026-08-04
- Updated
- 2026-08-04
Frequently Asked
- What is In-Store Retail Media: Definitions and Measurement Standards?
- In-Store Retail Media: Definitions and Measurement Standards is a standard from IAB & IAB Europe focused on retail media, measurement, dooh. A common definition and measurement framework for in-store screens, zones and retail-media formats.
- Is In-Store Retail Media: Definitions and Measurement Standards free?
- Yes. It is listed here as free.
- What level is In-Store Retail Media: Definitions and Measurement Standards for?
- It is best treated as a intermediate resource. The prerequisites above describe the background that will make it easiest to use.
- How long does In-Store Retail Media: Definitions and Measurement Standards take?
- Plan for ~30–45 min. For reference resources, use it as needed rather than reading everything in one sitting.
- What will I learn from In-Store Retail Media: Definitions and Measurement Standards?
- The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.
Sources & Methodology
- In-Store Retail Media: Definitions and Measurement StandardsIAB & IAB Europe - industry association
Pricing figures on this site are illustrative planning estimates, not quotes: rates vary by operator, market, availability, timing, and campaign requirements, so confirm current terms directly with the media owner before committing budget. This page was last reviewed on Aug 4, 2026. Report a correction.