At IAB Europe, we recently announced the Beta launch of our Retail Media Certification Programme an industry-first initiative designed to set a new standard for transparency, fairness, and accountability in Retail Media measurement.
To help you better understand the programme, what it is about and why Retailers should get involved, we sat down with our very own Industry Development & Insights Director, Marie-Clare Puffett. Here, she answers some key questions and shares her vision for the programme.
Q1. What inspired the creation of the IAB Europe Retail Media Certification Programme?
With Retail Media becoming such an integral part of brand strategies and the challenge of consistent measurement standards coming up in so many conversations, we saw an urgent need for standards to be created and certified to ensure transparency, and best practices in our industry. Our goal is to build trust and enable all stakeholders to operate efficiently and confidently in this space. The programme provides a benchmark of excellence, ensuring those certified meet essential criteria that align with global best practices.
Q2. Who is the programme designed for, and why should companies participate?
The programme is initially designed for retailers, enabling them to demonstrate their commitment to transparency, fairness and accountability in Retail Media reporting. The plan is to expand this to other companies in the ecosystem in 2026 and beyond.
Certified retailers will benefit from increased trust with brands, agencies, and other industry stakeholders, so it’s a great opportunity to showcase leadership in the Retail Media space.
Q3. What does the certification process look like?
The certification process has two stages. First, there will be an independent audit with one of our approved auditors of the Retailer’s Media Network measurement capabilities, against the required standards outlined in our compliance table. Then, if at least 90% of the required standards are met, we will provide the retailer with a certification badge solidifying their position that will be valid for one year.
Q4. How does the programme benefit the wider Retail Media ecosystem?
Certification is a powerful tool for driving consistency across the Retail Media landscape. It provides a common language and set of expectations that companies can use to communicate their value more effectively. Ultimately, this will help Retail Media grow by making it a more transparent and efficient channel for everyone involved.
Q5. What support does IAB Europe offer to companies interested in the certification programme?
The compliance table provides a comprehensive overview of what will be checked during the independent audit. We are open to meeting with retailers to discuss these requirements and the independent auditors will also host an initial kick-off meeting to discuss the requirements and any questions. Our goal is to make this process as smooth as possible, ensuring that everyone who is ready for certification can achieve it. If you would like to register your interest you can do so here.
Q6. Is there a cost associated with the certification?
Yes, there is a fee for the certification process and there are two costs to consider. Firstly, the independent audit will need to be paid for and secondly, once the audit has been passed and the company wishes to receive certification then a certification fee is due to IAB Europe. You can find out more in our FAQ document here.
Q7. How does this programme align with IAB Europe’s mission?
At IAB Europe, we’re dedicated to advancing digital advertising by promoting standards and best practices across all channels. The Retail Media Certification Programme aligns perfectly with this mission by addressing the unique needs and challenges within Retail Media. It’s another great step toward creating a transparent, accountable, and thriving digital ecosystem.
For more information on IAB Europe’s Retail Media Certification Programme and how you can get involved, visit our webpage here.
