The ANA moves to standardise retail media measurement
- 5 days ago
- 3 min read
Updated: 4 days ago
The ANA has released standardised measurement guidelines for retail media networks — built with 40-plus major advertisers and several platforms — proposing a common 14-day attribution window and third-party validation, with Amazon notably absent.
What the ANA proposed
The Association of National Advertisers published standardised measurement guidelines for retail media networks, developed with a subcommittee of 40-plus media leads from brands including Mondelez, PepsiCo, Hershey, Colgate-Palmolive, Clorox and Intel. The headline recommendation is a common 14-day loopback attribution window, plus third-party validation and transparent, unified 'outcome' definitions.
Platforms that gave input included Walmart Connect, Albertsons Media Collective, Target, CVS Media Exchange, Instacart, BJ's and Roundel. ANA's Jackson Bazley said platform response was broadly positive.
Why the buy side is forcing the issue
Retail media has become the industry's third-biggest ad channel, yet its metrics are inconsistent and non-comparable across networks. That opacity suits the platforms and frustrates the brands paying the bills.
This is the buy side flexing its collective muscle: 40-plus of the biggest advertisers agreeing on a standard is a lot of budget speaking with one voice. When measurement can't be compared, spend can't be optimised — and standardisation is how advertisers claw back control.
The story within the story: Amazon
The most telling detail is who didn't take part. Amazon, the dominant retail-media player, is absent from the list of contributing platforms — and a standard the biggest player ignores is only half a standard.
That's the tension: smaller networks have an incentive to embrace common measurement to compete on a level field, while the leader has every reason to keep its walled garden opaque. Whether the standard bites depends on whether advertiser pressure can move Amazon.
Our read for marketers
For brands, the practical move is to start demanding these standards now — a common attribution window and third-party validation — in every retail-media negotiation. Collective pressure only works if individual advertisers actually apply it.
And treat retail-media metrics with healthy scepticism until they're comparable. Where you can't compare networks like-for-like, weight your spend toward the ones offering transparency, not just the biggest headline numbers.
Quick FAQ
What did the ANA announce on retail media?
Standardised measurement guidelines for retail media networks, built with 40+ advertisers and several platforms, recommending a common 14-day loopback attribution window, third-party validation and unified outcome definitions.
Why does retail media need standard measurement?
It's now the third-biggest ad channel but its metrics are inconsistent and non-comparable across networks. Without comparability, advertisers can't optimise spend — so the buy side is forcing standardisation.
Why does Amazon's absence matter?
Amazon is the dominant retail-media player but didn't contribute. A standard the biggest player ignores is only half a standard, so whether it bites depends on advertiser pressure moving Amazon.
— Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
When you can't compare retail-media networks like-for-like, demand common measurement in every negotiation and weight spend toward transparency, not just the biggest headline numbers.
Are you demanding comparable, third-party-validated metrics from every retail-media network — or taking their numbers on trust?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Digiday, MediaPost, Marketing Dive.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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