Why IAB Standards Are the Key to Unlocking Retail Media’s Next Growth Phase

In the world of digital advertising, standards aren’t optional — they’re the foundation. Media agencies and brands operate within a tightly defined measurement ecosystem shaped by the Interactive Advertising Bureau (IAB). These standards allow billions in ad spend to flow with confidence, enabling:

• Transparent, apples-to-apples comparison across platforms
• Consistent definitions for viewability, reach, and frequency
• Reliable attribution models that power optimization
• Seamless integration into cross-channel reporting stacks
• Privacy-compliant frameworks that respect consumer data

IAB standards are the common language of digital media—and the reason programmatic, social, and video advertising have scaled so rapidly. But when it comes to in-store media, that discipline disappears.

And that’s a problem.

The Trust Gap in In-Store Retail Media

Retail media is one of the fastest-growing ad channels, but in-store remains its least measurable frontier. Billions are being spent without industry-accepted definitions of exposure, impact, or ROI. Brands and agencies are being asked to trust siloed, proprietary methodologies that don’t integrate into their existing frameworks.

This lack of standardization creates friction:

• Difficulty comparing in-store media to digital or CTV
• Limited trust in reported metrics
• Incompatibility with third-party attribution models
• Agency resistance to scaled investments

To unlock the next phase of growth, in-store media must meet the standards of digital.

What IAB In-Store Standards Bring to the Table

The IAB has laid the groundwork to bring rigor into physical retail environments by adapting digital measurement principles to the in-store space:

• Venue Traffic → The physical equivalent of digital impressions
• Opportunity to See (OTS) → A standardized way to quantify exposure
• Viewable Impressions → Defined by proximity, dwell time, and visibility
• Attribution Readiness → Enabling multi-touch models that include in-store touchpoints
• Privacy by Design → Built for compliance across global data regulations

This isn’t a reinvention—it’s an evolution. The same trusted principles that power digital media are now available to anchor in-store measurement.

How Mediar Operationalizes IAB Standards In-Store

That’s where Mediar comes in.

We make IAB-aligned in-store measurement a reality — not just a whitepaper concept. Our platform transforms existing infrastructure (CCTV, POS, fixtures) into a high-fidelity measurement engine. No custom builds. No guesswork. Just data that speaks the language of media buyers.

With Mediar, retailers can:

• Measure shopper exposure and engagement at every display
• Quantify media impact using standardized metrics
• Report in a format agencies already use and trust
• Integrate with brand and agency measurement stacks
• Ensure LGPD/GDPR compliance with privacy-first architecture

The result? In-store becomes part of the omnichannel media plan—not a disconnected outlier.

Why Agencies and Brands Are Demanding Alignment

Agencies managing cross-channel budgets aren’t just asking for IAB-compliant reporting—they’re expecting it. Their measurement systems are built around:

• Unified metrics
• Scalable attribution
• Standardized cost/value frameworks
• Transparency they can bring back to clients

Without these, in-store media gets sidelined.

Mediar helps retailers stay in the media mix by making in-store accountable, measurable, and compatible with the planning and reporting tools agencies already use.

The Retailer’s Opportunity

Retailers who adopt IAB-aligned measurement early can:

• Command premium pricing with defensible metrics
• Win more brand and agency budgets
• Differentiate their retail media network in competitive RFPs
• Prove the value of in-store moments that were previously unmeasured
• Connect category growth strategies with media ROI

Most importantly, they can do it without ripping and replacing current systems. Mediar activates what’s already in place—and turns it into something brands are eager to buy.

The Bottom Line:

Trust Unlocks Growth

IAB standards turned digital advertising into a multi-billion-dollar industry grounded in trust and performance. Now, that same shift is coming to in-store—and Mediar is making it possible.

The physical shelf is the final frontier of media measurement. The technology is here. The standards are here. The question is:

Will you lead the shift—or wait for your competitors to define it?