IAB Europe Highlights Challenges in Measuring Retail Media Effectiveness
· 57m ago · Originally reported by ExchangeWire
IAB Europe has published its latest Attitudes to Retail Media Report, noting that retail media is now a key strategy for advertisers. However, the report points to a widening gap in how effectively retail media campaigns are being measured across the industry.
Why it matters
As retail media grows in importance, the lack of consistent measurement makes it harder for advertisers to assess performance and optimize spending.
Explain it like I’m new here
It's like lots of stores are selling ads, but no one can agree on the best way to see if those ads are working.
Read the original at ExchangeWire
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
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.
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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