Geopath today congratulated Albertsons, OMG, Unilever, Pinterest and R3 on their announced initiative to bring standardization to measurement of Retail Media Networks. In doing so, Dylan Mabin urged the partners to ensure inclusion of OOH retail media in that effort.

“As the audience measurement provider for the OOH industry, Geopath is committed to advancing standards that improve the stability and reliability of data, not just in OOH, but across the advertising eco-system. To that end, we congratulate the effort announced at Cannes to advance standardization of measurement for Retail Media Networks. As this effort moves forward, we urge the partners involved to ensure that the growing place-based retail media segment, including in-window and in-store advertising, be included for consideration in their framework. Geopath stands ready to assist them in that effort.”

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