ANA plans to issue Retail Media Measurement Standardization report with input from Walmart, Albertsons and Target
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The Association of National Advertisers plans to issue its Retail Media Measurement Standardization report on August 18, 2026, offering recommendations for brands using retail media networks. The framework was assembled by the ANA's Media Measurement Leadership Council retail media measurement subcommittee with input from over 40 brand media heads, and reviewed by RMNs including Walmart Connect, Albertsons Media Collective and Roundel.
What happened
- The ANA plans to issue its Retail Media Measurement Standardization report on August 18, 2026.
- Recommendations include valid third-party measurement and validation, transparency into measurement methods, a standardized 14-day loopback window, and a common definition of outcomes.
- More than 40 brand media heads contributed, including Mondelez, PepsiCo, Hershey, Colgate Palmolive, Clorox and Intel, per ANA evp of media and measurement Jason Trubowitz.
- RMNs that gave feedback included Walmart Connect, Sam's Club Connect, CVS Media Exchange, Instacart, Albertsons Media Collective, BJ's Media Edge and Roundel.
- Amazon did not participate; Trubowitz said the ANA did not hear back from the company.
- The effort builds on a 2024 report from the MRC and IAB that set baseline metrics for retail media.
Who is involved
The Association of National Advertisers represents the marketing community in the United States.
Walmart Inc. is an omnichannel retailer helping people save money in stores, online, and through their mobile devices.
FY2025 revenue US$681B
Albertsons is an American grocery company founded and headquartered in Boise, Idaho.
Target Corporation is an American retail corporation and discount department store chain.
Sources
- digiday.com — primary
- en.wikipedia.org — party background
- linkedin.com — party background
- en.wikipedia.org — party background
- en.wikipedia.org — party background
- en.wikipedia.org — party background
Announced 2026-08-18