IAB Europe Releases Commerce Media Measurement Standards V2 & Flexi Ad Sizes Guidelines

by ExchangeWire PressBox on 22nd Jan 2026 in News

IAB Europe, the leading association for the digital advertising and marketing industry, has released two significant new resources designed to accelerate the maturity, scalability, and effectiveness of retail and commerce media across Europe:

Commerce (Incl. Retail) Media Measurement Standards V2
Flexi Ad Sizes Guidelines for Retail Media Networks

As retail and commerce media investment continues to grow, advertisers, agencies, retailers, and ad tech providers are increasingly aligned on the need for consistent measurement frameworks and scalable creative solutions. IAB Europe’s latest guidance, developed with the Retail & Commerce Media Committee and our Retailer Leaders Council, aims to support this next phase of growth by addressing two of the sector’s most pressing challenges: how performance is measured and how creative is delivered at scale.

Commerce (incl. retail) media measurement standards V2

Originally published in April 2024, the IAB Europe Retail Media Measurement Standards have now been updated following a public comment period from September to November 2025. The revised standards, now titled the IAB Europe Commerce Media Measurement Standards V2, reflect extensive industry feedback and the expanding scope of commerce-driven media.

The updated standards introduce several key enhancements, including:

Integration of stakeholder feedback from retailers, brands, agencies, and ad tech providers
A refined and clearer measurement funnel
Standardised definitions for gross and net sales
New key metrics tailored to the quick commerce sector
A formal definition of incrementality, with approved methodologies specified
Updated guidance on new-to-brand and new-to-category timeframes, now expanded to five generic timeframes
A new section on measurement and insights delivery tools and platforms

The guidance also reinforces that a 30-day look-back window is the default for reporting, while still requiring retailers and ad tech providers to offer flexible, customisable options. Looking ahead, IAB Europe plans to expand the standards beyond quick commerce, with future editions set to include travel and finance media networks in 2026.

"Our research shows that a lack of standardisation remains the biggest barrier to retail and commerce media growth," said Jason Wescott, global head of commerce solutions at WPP Media and chair of IAB Europe’s retail & commerce media committee. "The updated measurement standards are a direct response to this challenge, bringing greater clarity, consistency, and comparability to commerce media measurement, while still allowing the flexibility needed to reflect different business models and market maturity."

To support real-world adoption, the standards are further underpinned by IAB Europe’s Retail Media Certification Programme, which enables retailers and ad tech partners to demonstrate audited compliance with the measurement standards. There is a six-month grace period during which retailers and ad tech partners may comply with either V1 or V2 of the standards. This transition window runs until the end of July 2026.

Flexi ad sizes guidelines

Alongside the measurement standards, IAB Europe is also introducing new Flexi Ad Sizes Guidelines for Retail Media Networks, designed to reduce the complexity caused by fragmented and non-standard ad formats across retail media.

Developed in collaboration with Tesco Media, the guidance recommends a set of four flexible aspect ratios for static display ads, designed to work seamlessly across devices.

The approach aims to reduce operational complexity, unlock broader budgets, and improve the customer experience, while preserving flexibility for innovation.

Commenting on the guidelines, Steve Shepherd, head of media strategy & consulting, Tesco Media, said, "It’s been great to work with IAB Europe and other retailers on the retail media flexible ad-size creative format. Aligning on a shared industry approach is critical to help retail media mature and scale. Ultimately, this new format will make creative easier to build and deploy across devices and, most importantly, deliver a better experience for shoppers."

Both resources reflect IAB Europe’s ongoing commitment to collaboration, transparency, and practical standards that support the growth of retail and commerce media across the ecosystem.

The updated Commerce Media Measurement Standards V2 and Flexi Ad Sizes Guidelines are available on IAB Europe’s website. You can also access the FAQ document here.