Rely on independently audited, industry aligned measurement practices that meet the credibility threshold required for consolidated, cross-retailer and multi-market media investments.
Shift conversations away from debating methodology and towards evaluating real campaign outcomes.
Lower exposure to disputes and buyer scepticism by grounding performance reporting in verified, consistent measurement standards.
Remove measurement uncertainty that delays approvals, enabling faster budget commitments, smoother renewals, and access to larger, multi-retailer budgets.
Retail Media investment decisions increasingly depend on whether performance can be compared, trusted, and defended. Certification provides a clear, independent signal that your measurement practices meet those expectations.
Certification is awarded following an independent audit against IAB Europe’s Retail Media Measurement Standards for on-site and off-site media.
Certified retailers signal to agencies and brands that their reporting practices are suitable for serious media investment decisions, including renewals, RFPs, and multi-retailer campaigns.
A separate beta phase is open for Ad Tech partners supporting the retail media ecosystem, enabling early alignment with the certification framework ahead of a full rollout to Ad Tech later in 2026
Are you a retailer or Ad Tech company?
The Certification process is designed to be lightweight and focused.
It builds on measurement practices most organisations already have in place and does not require significant or operational staffing changes.
The certification process for Retailers and Ad Tech companies is designed to be lightweight and focused.
It builds on measurement practices most organisations already have in place and does not require significant operational or staffing changes for Retailers and Ad Tech.
Certification is awarded following an independent audit assessing alignment with IAB Europe’s Retail Media Measurement Standards. Organisations must demonstrate compliance with the mandatory requirements from the compliance table.
Once certified, the IAB Europe Retail Media Certification badge is valid for two years, solidifying your position as a leader in Retail Media measurement.
The certification process will involve an independent audit that demonstrates compliance with the mandatory requirements from the Compliance Table for Retailers and the Compliance Table for Ad Tech companies to achieve certification. The latest version of the Compliance Table for both Retailers and Ad Tech companies is available here. There is a six‑month grace period during which retailers and ad tech partners may comply with either V1 or V2 of the standards. This transition window runs until the end of July 2026.
Once certified, your certification badge will be valid for two years, solidifying your position as a leader in Retail Media measurement.
Read our Overview for Retailers here.
Read our Overview for Ad Tech Companies here.
Our overview for Agencies and Media Buyers is here.
Please refer to this table for an up-to-date list of which companies have been certified.
Retail Media Certification provides agencies with a clear, independent reference point for evaluating performance across retailers.
By anchoring reporting to aligned, audited measurement standards, certification makes Retail Media easier to compare, challenge, and defend in client discussions.
How Agencies Use Certification
What Agencies Can Do Next
Certification does not replace agency judgement.
It provides a common measurement foundation that makes Retail Media buying more efficient, comparable, and accountable.
Please refer to this table on the IAB Europe website for an up-to-date list of which companies have been certified.
The Retail Media Certification Compliance Table for Retailers and the Retail Media Certification Compliance Table for Ad Tech companies outlines exactly what the independent auditors will check.
The beta phase enables IAB Europe and the independent auditors to test and refine the audit process against the measurement standards. So far, two RMNs are participating in the beta phase. Find out more in the press release here.
A Certification Advisory group comprised of National Federations and IABs and the Chair of our Retail Media Committee will Govern the programme and ensure we have the right expertise to make decisions on key milestones such as:
The auditor(s) appointed to undertake the independent audits
The certification process and whether a company received certification
Help to develop the pilot phase and to ensure we reach our goals for the full rollout
How we work / partner with other bodies such as the MRC
The auditor will hold a direct commercial relationship with the organisation being certified. It will also take guidance from IAB Europe. Its core responsibilities will include:
Define the audit approach process
Define recommended documentation & deliverables
Review deliverables
Ensure consistency in deliverables across RMNs
Liaise with other auditors to ensure consistency
Yes, there are two costs to factor in. 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.
The certification fee for RMN businesses is 7,500 Euros.
The certification fee for ad tech companies generating more than 50m+ Euros of media revenue per year will be 15,000 Euros, and those with less than 50m Euros of media revenue will be 7,500 Euros.
Any company being certified needs to agree to IAB Europe’s certification terms and conditions before certification is issued.
In Europe, there are a number of certification programmes at a local level for existing digital media standards (e.g. IAB UK Gold Standard, IAB Sweden Gold Standard, CESP Label) but there isn’t a certification programme at a European level specifically for the Retail Media landscape. As the creator of the Retail Media measurement standards, IAB Europe is well-positioned to issue the certifications.
IAB Europe and IAB UK are working closely to incorporate aspects of the European Retail Media Certification into the Gold Standard. If a company looking to be certified already meets some of the IAB Europe Retail Media Certification requirements via a recent IAB UK Gold Standard audit, this will make the audit process more efficient.
