Nicole LalevaOn 18th March, we hosted a deep dive into the IAB Europe's Retail Media Certification Programme, bringing together retailers, brands, agencies, and industry experts to explore what this new initiative means for the future of Retail Media.
The session unpacked how the certification is designed to help retailers showcase best-in-class measurement practices across both on- and off-site campaigns. At its core, the programme is all about raising the bar for transparency, fairness, and accountability, helping retailers build stronger, more trusted relationships with brand partners in an increasingly competitive space.
We also heard from IAB Europe’s Retail & Commerce Media Committee Chair, Jason Wescott (Global Head of Commerce Solutions at WPP Media), who shared why consistent standards and clear measurement are becoming essential for scaling retail media and unlocking long-term growth.
A highlight of the session was a discussion between certification auditors Andy Flint, Head of Business Development, ABC and Olivier Daufresne, Associate Director, CESP, moderated by our Industry Development & Insights Director, Marie-Clare Puffett.
Together, they walked through the independent audit process, offering practical insights into what retailers can expect, how the process works in reality, and how organisations can best prepare for certification.
With the programme now live, the session also explored how retailers can get involved today, demonstrate leadership, and stand out by earning certification. Looking ahead, we touched on how the wider ecosystem can start engaging with the framework as we move towards full rollout in 2026 - setting the stage for a more aligned and trusted retail media landscape.
If you missed the session or want a refresher, you can catch up on the key insights and highlights below.
