LearningFramework
A Viable Framework for Maturing In-Store Media Measurement
- Free
- Intermediate
- IAB
A phased roadmap for moving in-store media from inconsistent reporting toward a standardized, comparable measurement baseline.
Opens on IAB's website in a new tab.
- Time to complete
- ~25–40 min
- Level
- Intermediate
- Certificate
- No
Overview
A Viable Framework for Maturing In-Store Media Measurement addresses the gap between fast-moving in-store media formats and the slower development of consistent measurement. IAB proposes a phased, practical approach that starts with a measurement baseline retailers and vendors can adopt today and then builds toward more mature practices. For advertisers, it provides a useful framework for evaluating how sophisticated a retail-media network really is rather than accepting every measurement claim at face value.
What You'll Learn
- Assess the maturity of an in-store measurement program
- Understand the value of a common measurement baseline
- Identify gaps in current retailer reporting
- Build expectations that can evolve over time
- Compare networks using a more structured framework
Highlights
- Published December 2025
- Practical phased approach
- Directly relevant to in-store screens
- Useful in vendor evaluation
Who It's For
Best for
- Retail advertisers
- Shopper-marketing teams
- Agency measurement leads
- Retail-media networks
Before you start
- Basic retail-media knowledge
Access
- Cost
- Free
- Format
- Framework
- Time to complete
- ~25–40 min
- Certificate
- No
- Hands-on
- Yes — practical/reference
Topics Covered
- In-Store Media
- Measurement
- Retail DOOH
- Standards
FAQ
Questions about this resource
5 questions
What is A Viable Framework for Maturing In-Store Media Measurement?
A Viable Framework for Maturing In-Store Media Measurement is a framework from IAB focused on in-store media, measurement, retail dooh. A phased roadmap for moving in-store media from inconsistent reporting toward a standardized, comparable measurement baseline.
Is A Viable Framework for Maturing In-Store Media Measurement free?
Yes. It is listed here as free.
What level is A Viable Framework for Maturing In-Store Media Measurement 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 A Viable Framework for Maturing In-Store Media Measurement take?
Plan for ~25–40 min. For reference resources, use it as needed rather than reading everything in one sitting.
What will I learn from A Viable Framework for Maturing In-Store Media Measurement?
The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.
Sources
Sources & Methodology
1 source
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