This IAB Europe guide addresses the challenges of non-standard ad formats on retail sites, which complicate campaign management. It proposes adopting standardized Native Ad Units as a more efficient solution. The document explains how the Native Ads API allows retailers to render ad components to match their site's look and feel. It outlines essential elements like titles, logos, and CTAs to simplify execution and provides visual examples of placements like homepages and in-grid product listings.