Brussels, Belgium, 30th October - IAB Europe is pleased to announce the Beta test launch of the Retail Media Certification Programme, an industry-first initiative designed to set a new standard for transparency, fairness, and accountability in Retail Media measurement. This programme provides retailers with the opportunity to validate their adherence to industry standards, helping them demonstrate best practices to brands, agencies, and industry stakeholders alike.
The Retail Media Certification aims to be an industry-recognised benchmark, ensuring that certified retailers meet rigorous standards in both on-site and off-site Retail Media reporting. The certification process will include an independent audit, offering retailers a chance to showcase their leadership in measurement integrity.
Commenting on the new certification programme, IAB Europe’s CEO, Townsend Feehan said, “The launch of the Retail Media Certification Programme marks an important step towards creating a more transparent and accountable ecosystem for Retail Media measurement. By setting rigorous standards and working with independent auditors, we are enabling retailers to showcase their commitment to best practices and industry leadership. This programme is not just about certification; it's about elevating the entire Retail Media landscape.”
Jason Wescott, Global Head of Commerce Solutions at GroupM Nexus and Chair of IAB Europe’s Retail Media Committee also commented, "With the expansion of Retail Media, establishing trust and confidence through standardised measurement practices is crucial. The Retail Media Certification Programme marks a key step in ensuring transparent, consistent, and industry-aligned measurement. This initiative offers retailers a chance to stand out by committing to accountability and measurement integrity, which will help foster stronger collaboration with brands and agencies."
Casper Van-Wandelen, Retail Media Lead, Unilever, said, “I am very pleased with the new IAB Europe Certification Programme, as it marks a significant milestone in the industry’s development. It fosters credibility and trust, simplifies cross-retailer comparisons, and ensures advertisers receive reliable data.”
Certified retailers can benefit from a fairer, more transparent market by aligning with industry standards, enhancing reporting confidence, and ensuring Retail Media meets the same rigor as other digital investments.
Recognising the importance of other existing media certification programmes, IAB Europe and the Media Rating Council (MRC) have coordinated to align MRC accreditation of European RMN measurement providers to the requirements of the IAB Europe Retail Media Certification program. The programme is currently in its Beta phase, which allows IAB Europe and the independent auditors, including AAM, ABC, and CESP to fine-tune the process.
Full certification will launch in early 2025, beginning with retailers and expanding to other participants in the Retail Media ecosystem in 2026.
Retailers are encouraged to register their interest to be part of the programme. Early registrants will receive updates on the programme, and the certification process, and be among the first to apply for certification in 2025.
Find out more about the certification programme on the IAB Europe website here, view our FAQs here, and register interest to participate here.
