### IAB Europe Releases Updated Standards for Retail and Commerce MediaIAB Europe has published the Commerce (Incl. Retail) Media Measurement Standards V2 and Flexi Ad Sizes Guidelines for Retail Media Networks. These resources, released on January 22, 2026, update the original Retail Media Measurement Standards from April 2024 following a public comment period from September to November 2025. Developed by the Retail & Commerce Media Committee and Retailer Leaders Council, they address measurement consistency and scalable ad formats amid rising investments in retail and commerce media[1][4].The Measurement Standards V2 incorporate industry feedback to refine the measurement funnel, define gross and net sales, introduce quick commerce metrics, formalize incrementality methodologies, and expand new-to-brand/category timeframes to five options. A 30-day lookback window becomes the default for reporting, with flexible alternatives required. The guidelines also add sections on insights delivery tools. A six-month grace period allows compliance with either V1 or V2 until July 2026, supported by a Retail Media Certification Programme for audited adherence. Future expansions target travel and finance media in 2026[1][4][9].Complementing this, the Flexi Ad Sizes Guidelines propose four flexible aspect ratios for static display ads, optimized for cross-device use. Crafted with input from retailers, these aim to simplify fragmented formats, easing creative production and deployment while enhancing shopper experience[1].### Significance for E-Commerce Measurement and OperationsStandardization tackles the top barrier to retail media growth: inconsistent metrics, enabling clearer performance comparisons across platforms. For e-commerce, this directly impacts product feed quality by enforcing uniform definitions like gross/net sales and incrementality, reducing discrepancies in feed data processing and attribution. Retailers handling diverse feeds—spanning quick commerce to traditional retail—gain from tailored metrics, minimizing errors in sales lift calculations and improving feed integrity for downstream analytics[1][2].Catalog standardization benefits as well. The refined funnel and timeframe expansions provide benchmarks for catalog performance, such as new-to-category conversions. This fosters consistent cataloging practices, where feeds map more reliably to standardized KPIs, easing integration in multi-retailer environments. Platforms can now benchmark catalog completeness against shared metrics, potentially accelerating catalog optimization cycles[4][9]. For help tackling *product feed* issues, check out the relevant [blog post](/blog/product_feed/) from NotPIM.### Implications for Content Infrastructure and AutomationCard quality and completeness see indirect uplift through better insights tools. Standardized reporting on incrementality and lookbacks allows for precise evaluation of product card effectiveness, highlighting gaps in visuals, descriptions, or pricing data. This data loop-back refines card feeds programmatically, prioritizing high-incrementality items without manual audits[1].Assortment rollout speeds up via flexible ad guidelines. Four universal ratios streamline creative adaptation across devices, cutting production time for assortment promotions. Operators can deploy feed-driven creatives faster, syncing ad inventory with real-time stock changes and reducing delays in marketplace listings[1].No-code and AI tools align seamlessly with these shifts. Flexible formats lower barriers for no-code builders, which generate ads from product feeds using predefined ratios. AI models training on standardized metrics—such as quick commerce KPIs—improve predictive bidding and personalization, automating feed enhancements like dynamic pricing or assortment recommendations. Hypothesis: as certification ramps up post-2026, AI adoption could surge, with platforms verifying compliance to unlock automated scaling[2][4]. Learn more about leveraging [AI for Business](/blog/artificial-intelligence-for-business/) to automate e-commerce processes.These updates position retail media for efficient expansion, bridging measurement gaps to support data-driven e-commerce workflows. For a deeper dive into the challenges, consider reading our post on [Data Integration Challenges: What’s Holding Your Online Store Back?](/blog/data-integration-challenges-whats-holding-your-online-store-back/).*InternetRetailing* *IAB Europe****As NotPIM observes this evolution in retail media standards, we see a clear trend towards enhanced data integrity and automated workflows. The emphasis on standardized metrics offers significant opportunities for e-commerce businesses to streamline processes and gain deeper insights through consistent feed data. Our product's focus on feed conversion, enrichment, and automation is directly aligned with these developments, providing e-commerce teams with the tools needed to leverage the power of standardized data and optimize their product information management. Our [Delta Feed: How Small Changes Save Big Resources - NotPIM](/blog/how-delta-feeds-save-resources/) is one of the ways. For information on working with product cards, see our [How to upload product cards - NotPIM](/blog/how-to-upload_product_cards/).