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IAB/MRC Retail Media Measurement Guidelines: Public Comment Period Open

IAB/MRC Retail Media Measurement Guidelines: Public Comment Period Open 4

In the ever-evolving landscape of retail media, setting a standardized framework for measurement is critical. It's with great anticipation that we announce the release of the IAB/MRC Retail Media Measurement Guidelines, set to publish on September 13th for public comment. Developed by the IAB Retail Media Measurement Working Group in collaboration with the Media Rating Council (MRC), this comprehensive document aims to bring uniformity and credibility to retail media measurement.

As retail media propels towards a staggering $45 billion market in 2023 with a projected $10 billion increase in 2024, the industry faces growing complexity. A central challenge is the lack of standardization across Retail Media Networks (RMNs). This has made it difficult to evaluate campaign performance and optimize investments effectively. Recognizing . . .

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