In today’s Digest, we cover the IAB and MRC’s release of draft guidelines for attention measurement, Frasers Group’s launch of retail media network ELEVATE, and new research valuing the global podcast industry at USD$7.3bn, more than double previous estimates.

IAB and MRC Publish Draft Guidelines for Attention Measurement

The Interactive Advertising Bureau (IAB) in collaboration with the Media Rating Council (MRC), has released draft Attention Measurement Guidelines for public comment. This aims to bring standardisation to one of the industry’s most fragmented and fast evolving metrics. The guidelines, with over 200 stakeholders across the advertising, media, and measurement sectors outline a foundational framework for how attention should be consistently measured, reported, and applied across formats and platforms. According to VP of Measurement, Addressability & Data Centre at IAB, Angelina Eng, “there are too many different ways to measure and define attention, which creates confusion and makes it hard to compare results or build trust. These guidelines are about bringing order to the chaos. They lay down a clear, consistent foundation so that attention can be measured in a way that’s credible, useful, and ready for where the industry is headed.”

The public comment window is open until 12 July 2025, with IAB encouraging brands, agencies, publishers, and tech providers to submit feedback.

Frasers Group Launches ELEVATE Retail Media Network

Frasers Group has unveiled ELEVATE, its new retail media network, positioning it as one of the UK’s most comprehensive offerings from a multi-category retailer. The full-funnel proposition will launch across key banners including Sports Direct, FLANNELS, and Frasers, providing brand partners with access to a diverse retail media estate.

With over 750 UK stores, 60 plus Everlast Gyms, and Frasers Group-owned shopping centres and OOH inventory, the network promises full-funnel scale and omnichannel reach. ELEVATE aims to combine deep audience insights with extensive physical and digital touchpoints to help partners deliver personalised, high-impact campaigns.

Frasers Group says the initiative represents a “unique depth of audience understanding” and is designed to unlock measurable value across its broad inventory.

Podcast Industry Valued at $7.3bn, Double From Previous Estimates

According to Owl & Co, the global podcast industry generated USD$7.3bn (£5.7bn) in revenue last year, more than twice the size of most prior estimates, signalling the sector’s growing commercial maturity. Owl & Co’s valuation includes video revenue, with YouTube now the leading platform for podcast consumption globally, according to Edison Research. 

The findings suggest previous models have significantly undervalued the industry’s scale, particularly in markets where podcasts are increasingly being produced as multi-format content experiences. Live event revenues were not included in the USD$7.3bn (£5.7bn) figure, despite sellout shows such as The Rest is Politics at London’s O2 Arena, indicating further potential upside.

The medium’s influence also continues to grow across cultural and political spheres. The 2024 US presidential election, dubbed the ‘podcast election’ by observers, underscored this shift with President Trump making high-profile appearances on programmes such as The Joe Rogan Experience.