The news: The Interactive Advertising Bureau (IAB) and IAB Europe introduced new industry definitions and measurement standards for in-store retail media at last week’s Connected Commerce Summit. These standards aim to bring transparency and consistency across retailers, brands, and CPGs by providing clear guidelines for ad formats and store zones.

• Aligned with existing guidelines for online retail media, the new in-store standards ensure consistency across digital and in-store ad placements.
• The new standards categorize retail spaces into five sections: exterior, entrance, checkout, in-aisle, and other store perimeter areas. In-store ad formats include digital screens, audio, connected shopping experiences, and experimental ads.