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What are the IAB UK retail media standards for measurement and transparency?
IAB UK's Retail Media Measurement Guidelines and Transparency Guidelines set metric definitions and disclosure rules, with ISBA and UK GDPR as the other layers.
What to take away
- IAB UK publishes two retail media standardsthe Retail Media Measurement Guidelines (Version 1.0, 2023) and the Retail Media Transparency Guidelines (2024). Both are voluntary.
- The Measurement Guidelines define impressions, clicks, conversions and sales. They also cover return on ad spend (ROAS), incremental sales and halo sales.
- The Transparency Guidelines ask retailers to disclose ad formats, targeting data, measurement methodology, data sources and commercial terms.
- ISBA's Retail Media Framework adds advertiser-side rules on data access, audit rights and trading terms.
- The enforceable layers are the ASA's CAP Code, especially rule 2.1 on advert recognition, and the ICO's UK GDPR guidance.
The IAB UK measurement standard
The Interactive Advertising Bureau UK arm runs a Retail Media Working Group. Its Retail Media Measurement Guidelines (Version 1.0, published 2023) set shared metric definitions. The list includes impression, click, conversion and sales. It also covers return on ad spend (ROAS), incremental sales and halo sales.
State and date your counting rule
- Define impression, click, conversion, sales
- Cover ROAS, incremental, halo sales
- Pick one impression meaning
- State the counting rule
- Date the record
- Treat unstated rules as unverified
An impression can mean a served ad, rendered tile or search slot, but guidelines do not choose one meaning. They require each party to state its counting rule and date it.
For comparability, use the retail media metrics from ad request to incremental sale, and if a retailer won't state its rule, treat the number as unverified. The document covers on-site, off-site and in-store retail media.
The IAB UK transparency standard
The Retail Media Transparency Guidelines (2024) set five disclosure areas. They are ad formats, targeting data, measurement methodology, data sources and commercial terms. The guidelines ask for clear reporting on where ads appear, what data built the audience and how sales were attributed. They also ask for audit rights and change notices.
Five transparency disclosure areas
- Ad formats
- Targeting data
- Measurement methodology
- Data sources
- Commercial terms
- Audit rights and change notices
The standard is voluntary. It does not replace the CAP Code. CAP Code rule 2.1 says marketing communications must be obviously identifiable as such. See the Advertising codes page. A sponsored product tile that looks organic fails that test, whatever the measurement standard says.
ISBA and the advertiser view
ISBA represents UK advertisers. Its Retail Media Framework takes the buyer's side. It covers data access, audit rights and trading terms. It asks for clear ownership of data, agreed retention periods and the right to verify performance. The framework is voluntary and membership-led.
It complements the IAB UK documents. One sets market vocabulary; the other sets contract expectations. Use both in a media owner review. The ICO's UK GDPR guidance sets the legal layer for personal data.
Other named benchmarks and tools
- Media Rating Council (MRC) Viewable Impression Guidelinesdisplay is viewable at 50% pixels for one second. Video is viewable at 50% pixels for two seconds.
- IAB Europe Transparency and Consent Framework (TCF v2.2)a standard for consent signals. It helps pass lawful basis and purpose data through the chain.
- Amazon Ads Sponsored Productsreports attributed sales on a 14-day click window. Check the window before comparing with a retailer's own ROAS.
- Google Ads Performance Max for retailuses conversion values and a 30-day conversion window by default. It can set a different attribution rule from the retailer.
- Tesco Media and Insight Platformuses Clubcard data. It sells on-site and off-site retail media. Ask for its measurement definition before booking.
- Dunnhumbythe data science arm behind Tesco Clubcard. It provides customer segmentation and measurement for retail media.
Applying the standards to one campaign
Use the advert recognition checks before a retail media booking to test what shoppers see. Then:
- Write the definition of every metric before the campaign starts, and date the record.
- Name the lawful basis for each personal data field you receive.
- Agree in writing which party is controller and which is processor.
- Check how the sponsored placement renders on the live site and app.
- Record what could not be tested, and why, before you sign.
- Set a review date, and a stop rule if definitions change mid-flight.
Common questions
Are the IAB UK retail media standards legally binding?
No. The Retail Media Measurement Guidelines and Retail Media Transparency Guidelines are voluntary. The enforceable layers are the CAP Code, applied by the ASA, and UK GDPR, overseen by the ICO.
What exactly do the IAB UK Measurement Guidelines define?
They define impression, click, conversion and sales. They also define return on ad spend (ROAS), incremental sales and halo sales. They ask for disclosure of counting rules, data sources and attribution windows.
How do they differ from the ISBA framework?
IAB UK writes for the market and focuses on shared definitions and transparency. ISBA writes for advertisers and focuses on data access, audit rights and trading terms.
Do they cover in-store retail media?
The measurement guidelines cover on-site, off-site and in-store. The transparency guidelines expect in-store ads to be identifiable. Consent and sensing fall under UK GDPR.
Who enforces retail media standards in the UK?
The ASA enforces the CAP Code case by case. The ICO enforces data protection law. The CMA can act where competition or consumer law is engaged.
