In this article, Jason Wescott, Global Head of Commerce Solutions at WPP Media & Chair of our Retail & Commerce Media Committee, shares his perspective on why measurement standards and certification are key to unlocking long-term success in Retail Media.
The Retail Media space in Europe is booming. Budgets are growing. New players are emerging. And innovation is happening at pace. But with growth comes responsibility, and right now, the biggest responsibility we face as an industry is creating clarity, consistency, and trust.
That’s why, as Chair of IAB Europe’s Retail & Commerce Media Committee, I believe measurement standards and certification are the most critical levers we have to unlock long-term, sustainable success in this space.
The Measurement Challenge
When I speak with agency colleagues, brands, and retailers across Europe, a recurring theme emerges: frustration with fragmentation. Every retailer has their own way of reporting impressions, defining viewability, and attributing return on ad spend. This makes it difficult for buyers to compare performance or optimise their overall investment.
In fact, our own research confirms this. 58% of buyers cite the lack of standardisation as a key barrier to increased investment in Retail Media.
We’ve been growing so quickly, we haven’t had time to build common ground. Now is the time to change that.
A Pan-European Foundation for Retail Media
That’s why I’m incredibly proud of the work our committee has led to develop the first pan-European Retail Media Measurement Standards, released in April 2024.
These standards provide consistent guidance across:
It’s not about eliminating uniqueness in the market. It’s about giving everyone the same starting line. Retailers can still innovate, but they do so within a framework that buyers understand, trust, and want to invest in.
From Standards to Certification
Setting standards is one thing. Ensuring they are implemented is another. That’s where the IAB Europe Retail Media Certification Programme comes in.
This industry-recognised programme enables retailers (and now Ad Tech companies in beta) to be assessed against the standards and recognised for adherence to them.
It’s not self-certification. It’s not a tick-box exercise. It’s a thorough audit process conducted by an independent third party. And it sends a clear signal to the market: This organisation is committed to transparency, quality, and accountability.
Already, we’ve seen Nectar360 and Albert Heijn lead the way with certification, and I encourage others to follow suit. Not only does it help buyers feel confident in your offering, but it also sets you apart in an increasingly competitive marketplace.
Why it Matters
Retail Media has the potential to become one of the most powerful drivers of advertising growth in Europe, complementing and accelerating the impact of traditional channels like TV and digital display. But this potential can only be realised if we take measurement seriously.
As Chair of the Retail & Commerce Media Committee, I see the role of IAB Europe not just as a facilitator, but as a unifier. Our goal is to bring the ecosystem together (retailers, brands, agencies, tech platforms) to define what ‘good’ looks like. And then reward those who meet that standard.
If we get this right:
By championing standards and embracing certification, we lay the foundation for a more mature, trustworthy, and high-performing Retail Media industry in Europe.
And that’s something worth building together.
For more information on IAB Europe’s Retail Media Programme and how you can get involved, feel free to reach out to the team at retailmediastandards [at] iabeurope.eu or visit our Certification page here.
