ISBA has today published the second phase of its Digital Retail Media Study, providing the industry's first independent validation of what five of the UK's largest retail media networks can deliver across campaign set-up, delivery, and reporting.
Following last year's qualitative research, which explored how retail media should evolve, this new study tests those perspectives against real-world evidence. Conducted by mediasense and funded by ten ISBA member advertisers, it assesses more than 200 capability data points across five major retail media networks through platform demonstrations, documentation reviews, and structured validation.
The study concludes that retail media's potential remains strong. First-party data capabilities are well established across all participating retailers and closed-loop measurement continues to mature. However, differences in definitions, attribution methodologies, reporting standards, and service models continue to make it difficult for advertisers to compare performance consistently across networks.
Rather than identifying a ‘best’ retailer, the study establishes an industry baseline, highlighting where retailers are innovating individually while identifying areas where greater consistency would benefit the market as a whole.
Among the report’s key findings are:
- Retailers continue to define core metrics differently, including what constitutes an attributed sale.
- Strong capabilities exist across different networks, but no single retailer currently combines all leading practices.
- Self-service access, reporting transparency and measurement sophistication vary significantly depending on retailer, buying model and advertiser tier.
- Platform investment is accelerating, with many current capability gaps expected to improve over the next 12 months.
- Retail media’s long-term growth will depend on greater transparency, clear customisable definitions, and consistent reporting standards.
This report also sets out a practical roadmap for the industry, including a shared cross-retailer glossary, common reporting principles, greater transparency around buying tiers, and an annual maturity benchmark to track industry progress. Critically, it lays the groundwork for a joint stakeholder approach to establishing a shared language that defines Digital Retail Media planning, buying, activation, and reporting standards.
The study builds on ISBA’s Responsible Retail Media Framework – the result of cross-industry collaboration – and the subsequent adoption of many of its principles within IAB Europe's Commerce Media Measurement Standards. It represents the latest stage in ISBA’s ongoing programme to help create a more transparent, accountable, and investable retail media ecosystem.
Rob Edwards, Head of Media & Digital at Arla Foods UK, said:
“As the retail media landscape evolves at pace, brands need clarity and consistency to make data-led decisions. This study by ISBA and mediasense plays an integral role in framing retailer capabilities and defining paths forward for brands in a highly competitive market.”
Clare O’Brien, Associate Media Advisor at ISBA, said:
“Retail media has grown faster than almost any advertising channel, but advertisers need confidence as much as capability. This study provides independent evidence of where the market stands today and identifies the practical steps needed to improve transparency and comparability without limiting competition. We believe shared standards are essential to releasing greater advertiser investment, which will help accelerate market growth.”
Sam Tomlinson, Chief Executive Officer of mediasense, said:
“The promise of retail media is clear: first-party data combined with measurable business outcomes. This study shows that that promise is real, but also demonstrates that advertisers need greater consistency in how capabilities are defined, delivered, and reported. We hope this provides retailers, agencies and advertisers with a practical roadmap for building even greater trust and confidence across the market.”