Retail media is having its moment – but with great power comes great responsibility. As the sector scales at breakneck speed, the call for measurement clarity and accountability is louder than ever;
The new Retail Media Measurement Standards from IAB Europe are a much-needed step in the right direction – finally bringing transparency, consistency, and cross-channel comparability to a fast-moving space. Developed in collaboration with retailers, agencies, and brands, the standards focus on three key areas:
Primary Media Metrics – including viewability and SIVT – to align digital retail media with broader digital ad standards.
Attribution Metrics – with a consistent lookback window and iROAS definition to help brands compare performance more accurately.
Retail Media-Specific Insights – like ‘New to Brand’ metrics that showcase the real value RMNs deliver.’
Sounds like a compliance headache? Not with Tableau Next.
Launched by Salesforce in 2025, Tableau Next is the smarter, faster, AI-powered evolution of the analytics platform you thought you already knew.
At Trigg, we’ve seen how it transforms Retail Media Networks (RMNs) from data-heavy to insight-ready – equipping leaders to not only meet these new standards but leapfrog them.
Think automated insights, natural language queries, advanced attribution, and real-time clarity that makes everyone’s life – from ops to execs – easier.
Here’s how Tableau Next helps RMNs align with (and outperform) each IAB-defined measurement category:
1. Media Output (Impressions, CTR, Viewability)
Spot anomalies before they hurt performance.
Einstein Copilot automatically flags unexpected dips – like a sudden drop in viewability – so you can course-correct instantly.
Ask it like a human, get answers like a pro.
Non-technical users can simply ask: “Which campaigns had viewability under 70%?” or “Why did CTR decline last week?” and get clear, actionable responses.
Predict the future, not just report the past.
AI-powered trend analysis forecasts which campaigns may underperform—giving teams time to pivot before results slip.
2. Audience (Reach, Frequency, Target Alignment)
Know your audience, live.
Real-time connections to CDPs and Data Cloud platforms keep you on top of reach, frequency, and targeting as it happens.
Fix inefficiencies before they snowball.
Tableau’s Explain Data surfaces issues like audience overlap or broken frequency caps without the need to dig.
Smarter segments, smarter delivery.
AI-driven clustering identifies and monitors key audience cohorts—ensuring consistent exposure and alignment with IAB delivery benchmarks.
3. Brand Impact (Awareness, Consideration, Brand Lift)
Connect the dots between sentiment and spend.
Bring survey data into the same view as campaign performance, with no manual stitching.
Simplify complex brand metrics.
Generative AI explains brand lift results, flags low-confidence outcomes, and produces IAB-compliant narratives – all executive-ready.
Insights that actually tell a story.
Auto-generated summaries highlight the why behind the metrics—by product, by channel, by audience.
4. Performance (Sales, ROAS, Conversions)
No more spreadsheet gymnastics.
Media spend and sales data auto-reconcile across POS, ecommerce, and CRM—making performance reporting seamless.
Understand the ‘why’ behind ROAS dips.
AI pinpoints root causes, like underperforming creatives or poorly timed ad placements.
Test before you invest.
Scenario modeling lets you simulate “What if we doubled budget on Campaign X?”—so decisions are made with confidence, not gut feel.
5. Attribution
Full-funnel clarity, finally.
Visualize complex multi-touch models and first-party clean-room data in one place—without a PhD in data science.
Privacy-first, audit-ready.
Built-in integrations with Snowflake, Google PAIR, and Amazon Clean Rooms support compliant, future-proof attribution.
Transparency baked in.
Auto-documentation ensures all data sources, assumptions, and models meet IAB’s auditability and transparency standards.
Bonus: Standardisation and Scale
One metrics layer to rule them all.
With Tableau Pulse and prebuilt Accelerators, RMNs can apply IAB-compliant measurement across all clients, channels, and formats – at scale.
Stay one step ahead.
Get personalised alerts like “Your campaign dropped below IAB viewability standards” via Slack, Teams, or email – so nothing slips through the cracks.
By addressing the very measurement challenges that brands and advertisers find most frustrating – and spotlighted by IAB stats – Tableau Next delivers the tools businesses need not just to comply with – but to excel under – the new European retail media measurement standards.
Are you looking to embrace the latest in Data, Business Intelligence and AI to simplify your retail media business? Get in touch today.
