In-Store Retail Media Must Prove Ads Played Before Claiming Impressions
Key Takeaway
Out-of-home networks must verify delivery at the device level before attributing ad impressions, as backend systems cannot detect most screen failures.
for ms activations. Standards work has accelerated over the last two–three years, but fragmentation remains — each operator solves the part of the chain in its own way. That gap is both a standards problem and an engineering one, and buyers should pressure operators for what they can verify at the device level.
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