economedia.ro/brat-lanseaza-primul-sistem-independ

The Romanian Bureau for Transmedia Audit (BRAT) is launching an independent system to measure retail media performance, with initial results expected in 2027. The first phase will assess store traffic using two main indicators: visit counts and unique visitor numbers, verified through a common methodology. Initiated by Tiberiu Dănețiu from Auchan Romania, the project aims to enhance investment in retail media by providing independent performance evaluations. Future phases will also monitor retail media investments, integrating them into BRAT's MIP system. The initiative is open to retailers, advertising agencies, clients, and technology providers.