The IAB has been analyzing the problem for a number of months; earlier this yr, it launched a working group to deal with the challenges for manufacturers and advertisers, for instance. Additionally in the present day, the IAB launched a report analyzing the retail media development, discovering that 62% of patrons cited lack of measurement requirements as a development problem.
The report discovered that advert spend for retail media, which IAB estimates will probably be $45.38 billion this yr, is nearing that of TV’s $61.31 billion estimate for 2023.
Current information: Analyst predicts 5% U.S. advert business income development
“Every little thing we’ve realized on this examine factors to the truth that the continued development and success of retail media hinge on attaining measurement standardization,” mentioned Jeffrey Bustos, IAB’s VP, measurement, addressability, information heart, in a press release.