As Retail & Commerce Media continues to evolve across Europe and beyond, 2026 is shaping up to be a pivotal year for the ecosystem. This edition of our Retail Media Spotlight brings together the latest thought leadership, practical frameworks, and key initiatives from across our Retail & Commerce Media Committee.
We highlight the launch of new guides, certification programmes, and global milestones, designed to address some of Retail Media’s most pressing challenges: managing structural change, breaking down silos between trade and media, and ensuring transparency and comparability in measurement. Alongside these updates, this edition also provides opportunities to strengthen expertise, engage with peers, and stay ahead of trends shaping the Retail and Commerce Media ecosystem.
Retail Media is no longer a side initiative. It represents a structural shift where commerce and media converge. In response to this evolution, we have launched Foundations of Retail Media Change, the first instalment of our Bitesize Guide to Change Management series at IAB Europe. The guide outlines the core pillars of successful Retail Media Networks, explores organisational models, and highlights why structured change management is essential for sustainable growth.
As the boundaries between trade and media investment continue to blur, retailers and brands are reassessing how budgets, KPIs, and reporting structures are defined. In this context, we have released The Case for Breaking Down Silos, the second paper in our five-part series exploring the convergence and coexistence of trade and media in Retail Media. The paper examines budget fluidity, organisational complexity, and the practical steps needed to unlock more unified and effective investment strategies.
You can view the first paper in the series here, and we will be releasing more content in the series over the coming weeks.
For more information, follow the link below, or contact us at retailmediastandards@iabeurope.eu.
On 18th March at 11:00 AM CET, join us for a webinar to explore more our Retail Media Certification Programme - the industry-recognised initiative validating alignment with measurement standards for on- and off-site Retail Media campaigns.
We’ll explain how the programme promotes transparency and accountability, hear insights from the Retail & Commerce Media Committee, including its Chair Jason Wescott, and learn directly from auditors ABC and CESP about the independent audit process and how retailers can prepare ahead of the 2026 full rollout.
Learn why certification matters, how it builds buyer confidence, and what it takes to get your campaigns certified.
To dive even deeper into the certification model, we are excited to share the latest developments as Retail Media continues to grow globally. IAB Australia has launched its Retail Media Certification Program, adapting the IAB Europe framework. Coles 360 is the first Australian retailer to undergo the independent audit, demonstrating a commitment to transparent, accountable measurement.
This expansion shows that certified, verified Retail Media measurement is becoming a global standard, promoting trust, consistency, and comparability across markets. For more information, you can exploreIAB Europe’s Retail Media Certification Programme here and the IAB Australia Retail Media Certification Program here.
We’re excited to announce the 2026 virtual edition of The Great Debate: Retail Media will be on 21st April at 14:00 CET! Expect Oxford-style debates, interactive panels, and showcase sessions tackling the most pressing topics in retail and commerce media, from programmatic advertising to AI-driven innovations.
Some of our first confirmed speakers include leaders from Empathy Lab by EPAM, Koddi, Moloco Commerce Media, Mirakl Ads, OBI First Media Group, Publicis Media, The Trade Desk, WPP Media, and Zitcha.
Keep your eyes peeled for more details coming soon here, and secure your spot for this free event below.
On Tuesday 3 March 2026, the IAB Europe Retailer Leaders Council gathered in London for its first in-person meeting of 2026. The agenda covered a range of pressing topics, but one session generated particularly substantive discussion: the IAB Europe Retail Media Certification Programme, what it is, why it matters, and what it takes for retailers to get started.
