ANA updates efforts to standardize retail media network measurement
The ANA is hammering out guidelines around standardization of retail media measurement, on behalf of its member base of marketers
The American National Advertising Association (ANA) is working on establishing guidelines to standardize the measurement of retail media networks, according to information obtained by Digiday. This development comes as the fast-growing world of retail media networks presents marketers with significant challenges when attempting to evaluate which platform has yielded the best results, largely due to the difficulty of making side-by-side comparisons.
The ANA, representing its member base of marketers, is collaborating with a select group of major retail media networks, including Walmart, Albertsons, and Target. The organization plans to release its "Retail Media Measurement Standardization" report today, which provides a set of recommendations for brands to consider when working with these platforms.
The report emphasizes the importance of obtaining third-party measurement and validation, transparency into measurement methods and definitions, a standardized 14-day loopback window, more comprehensive performance context beyond attributed sales, and a consistent definition of "outcomes."
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
