Dive Brief: The Association of National Advertisers for the first time is putting out the call to establish a shared industry framework for retail media measurement, according to an announcement from the trade body. Retail media is a channel heavily reliant on first-party data, but fails to offer satisfactory comparisons between different networks despite that wealth of insight. More independent third-party measurement and accreditation are needed to improve reliability, among other conclusions outlined in the full report. Other trade groups, including the Interactive Advertising Bureau, have previously tried to standardize retail media, which has risen to become one of the fastest-growing areas of digital advertising. A renewed push for common ground comes as the field of neutral ad-tech measurement vendors is perceived to be shrinking due to M&A.