In today’s Digest, we discuss IAB Europe opening public comment on new commerce and retail media standards, Ooh media unveiling its Metro Tunnel ad network, and California banning loud streaming ads.

IAB Europe opens comment on new retail media standards

IAB Europe has opened public consultation on two pivotal documents aimed at advancing standardisation and efficiency in the rapidly evolving retail and commerce media landscapes. Announced on 9th October 2025, the Brussels-based digital advertising association is inviting feedback on Version 2 of its Commerce Media Measurement Standards and a new set of Flexible Ad Size Guidelines for Retail Media Networks (RMNs). These drafts were developed by IAB Europe’s Retail & Commerce Media Committee in collaboration with its Retailer Council, and are part of a broader effort to improve transparency and interoperability across the sector.

The updated Commerce Media Measurement Standards, revised in September 2025, expand their scope beyond traditional retail media to include quick commerce, with future editions planned for travel and finance. Key enhancements include a refined measurement funnel, clear definitions for gross and net sales, and new metrics tailored to the quick commerce sector. The standards focus on online media both on-site and off-site and are designed to complement separate guidance on in-store retail media, reflecting the growing importance of omnichannel campaigns.

Ooh Media unveils Metro Tunnel ad network

Ooh Media has unveiled nearly 200 new advertising installations across five major stations in Melbourne’s soon-to-open Metro Tunnel, marking a significant expansion of its national footprint. The high-impact formats featuring scalable 3D visuals will be positioned at Arden, Parkville, State Library, Town Hall, and Anzac stations. Among the standout features are a three-screen wraparound at State Library and an eye-catching 3D anamorphic display at Town Hall, designed to engage the anticipated surge in commuter traffic. 

According to Mark Fairhurst, Ooh Media’s chief revenue officer, the tunnel is a “once-in-a-generation opportunity for advertisers to connect with audiences in premium environments built for high footfall”. He added that, “We’re delivering a media-first opportunity and the chance for brands to dominate two of Australia’s largest cities simultaneously.”

California bans loud streaming ads

California has enacted new legislation aimed at curbing the volume of advertisements on streaming platforms such as Netflix, Hulu, and Prime Video. Signed into law by Governor Gavin Newsom, Senate Bill 576 mandates that, beginning 1st July, 2026, commercial audio must not exceed the volume of the accompanying program content. The move addresses a growing concern among viewers who find the sudden spike in ad volume jarring and intrusive during streaming sessions.

Senator Tom Umberg, who authored the bill, cited a personal anecdote from his legislative director whose newborn daughter was repeatedly disturbed by loud streaming ads, an experience that resonated with many parents and helped galvanise support for the measure.

According to California Governor Gavin Newsom, “by signing SB 576, California is dialing down this inconvenience across streaming platforms, which had previously not been subject to commercial volume regulations passed by Congress in 2010.”