BRAT launches Romania's first independent retail media measurement and certification system
· 3d ago · Originally reported by Romania Insider
BRAT, the Romanian audience and advertising research body, has launched what it describes as the country's first independent system for measuring and certifying retail media performance. The initiative aims to give advertisers standardized, third-party-verified metrics for retail media campaigns. No further details on methodology or participating retailers were provided.
Why it matters
Retail media is growing fast but has lacked independent, comparable measurement in many markets. A certified standard could make it easier for advertisers to judge whether retail media spend is delivering real results.
Explain it like I’m new here
It's like an independent referee being brought in to score a game that teams were previously scoring themselves.
Read the original at Romania Insider
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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