The Importance of Standardization in Retail Media

I think when a lot of advertisers think of retail media, they're probably thinking about getting placement on a retailer's own site. So I mean, my question is what should quote unquote count as a retail media buy? I guess anything can as long as there's total transparency. It also goes along with the topic of standardization, which is how do we take the friction out of buying multiple retail media networks and make ourselves more available to our clients.