Is Standardization Going to Be Driven by Retailers?

I don't think we've hit the ceiling yet for retailers to feel like they must bring standardization to the table. The IAB is doing some excellent work around this in their retail media committee, which I am a part of. What are the standards that we should be looking at when it's an added attributed sale and is that different if it's a sponsored ad versus a display? We have a lot of these discussions because a lot isn't black and white.