The programme is currently in the Beta phase, to enable IAB Europe and the independent auditors to test and refine the audit process against the measurement standards.
As we launch the full certification in 2025, we will begin by certifying retailers, with plans to expand the programme to other participants in the Retail Media ecosystem from 2026. Upon successful certification, retailers will earn the IAB Europe Retail Media Certification badge, a mark of excellence that can be proudly displayed across all corporate communications and marketing channels.
Register your interest to participate in our Retail Media Certification Programme:
The certification process will involve an independent audit of your Retail Media Network (RMN) measurement capabilities. Retailers must meet at least 90% of the required standards outlined in the compliance table to achieve certification. If any gaps are identified, there will be an opportunity to make the necessary adjustments and resubmit for a re-audit against the areas that did not meet the requirements.
Once certified, your certification badge will be valid for one year, solidifying your position as a leader in Retail Media measurement.
View our FAQs here for a deeper dive into the audit process, certification requirements, and more, or email the team at retailmediastandards@iabeurope.eu, who will be happy to answer any questions you have
Following the Beta phase of the certification programme, we invite retailers to register their interest in participating. Early registrants will be the first to hear about official application openings, receive updates on the certification process, and secure a spot to be one of the first retailers to undergo certification in 2025.
Register your interest now to join the forefront of Retail Media excellence and take the first step toward earning your IAB Europe Retail Media Certification.
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 generating 50m+ Euros of media revenue per year will be 10,000 Euros and 5,000 for any RMN business generating less than 50m Euros of revenue per year. The 50m Euros is related to media revenue independent of additional ad tech costs.
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 UK is preparing to add specific requirements for Retail Media in the Gold Standard 2025. These additions, aligned with the Media Metrics in IAB Europe's Retail Media Measurement Standards, aim to ensure the highest levels of ad quality, viewability, and fraud prevention. The Gold Standard will not audit or certify against the Attribution or Retail Insights Standards.
IAB Europe and IAB UK are working closely to incorporate the European Retail Media Certification into Gold Standards. This means that from the end of 2025 or early 2026, the European Retail Media Certification will be a requirement of the Gold Standard for retailers or RMNs.
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. We have reached an agreement that will allow the MRC to issue a letter to accredited European RMN measurement providers that can, in turn, be provided to IAB Europe to demonstrate independent validation of compliance with certain IAB Europe Retail Media certification requirements.
