Measurement is the number one topic at retail media conferences across the globe. The various IAB offices around the world have been at the vanguard of addressing this topic so there are now definitive retail media standards for onsite, offsite and instore measurement.
How well are these standards adhered to is a valid question from advertisers who are spending their marketing budgets on Retail Media campaigns?
The answer is ‘patchy’. This should not be surprising as Retail Media is still in its fast growth phase of the adoption curve. There is a huge maturity gap between, say, retail media networks like Nectar 360 in the UK, Walmart Connect in the US, Coles 360 in Australia or MarketMedia in New Zealand and a Retail Media Network that is just in its infancy.
So it can be tricky for advertisers to judge claims from Retail Media Networks about fostering confidence in the validity of Retail Media measurement capabilities.
Enter the IAB EU Retail Media Measurement Certification.
The Retail Media Certification is a new certification rewarding retail media networks and AdTech vendors who adhere to the IAB Europe measurement standards across on-site and off -site Retail Media measurement.
What is being audited and what is the certification process?
Independent auditors will check RMNs for compliance and the IAB Europe has selected three non-profit auditors to undertake the independent audits for this certification. Auditors will ensure consistency in deliverables across RMNs.
Participating retailers and AdTech vendors can choose to be certified for the entirety of their Retail Media proposition or for specific ad products, such as Sponsored Products onsite only. Once the retailer successfully meets the required threshold in the audit, IAB Europe will issue a certification badge. Certification is valid for two years from the date issued on the Certificate.
The ranges of categories audited are very wide: media metrics, attribution, video completion rates, insights such as new to brand, new to category, iROAS, campaign audits, system architecture, team structure, internal controls. The compliance table is 15 pages long!
Certified retailers will receive the ‘IAB Europe Retail Media Certified’ logo for use across corporate and marcomms to demonstrate compliance with industry-agreed measurement standards.
Retailers can apply for full certification and Ad Tech partners can also engage in the programme through a newly launched beta phase, with full certification for these companies planned for 2026.
What are the implications of Retail Media Measurement Certification
Certification of Retail Media measurement can only be a good thing for RMNs, Retail Media Advertisers and Retail Media AdTech vendors. Why?
The Retail Media industry is fast maturing – yet accusations of unclear and imprecise measurement are still being thrown around. This should come as no surprise as many retailers have not invested in measurement as much as they should have.
The latter statement is not an accusation, more a reflection of the reality of the world of retail: retailers are not media people – media is a different business to their core business.
Secondly, many Retail Media Networks are under severe pressure to deliver revenues from their C-suite to compensate for all the cost and margin challenges that retailers have, and the role of measurement has had to take a back seat to the reality of getting the RMN business up and running and delivering real revenue.
In theory, certification should mean:
- No more inflated numbers: certification should reduce inflated “+30% lift” claims from RMNs and shift the focus to audited results on incrementality, new-to-brand and other measures brands want.
- No more black boxes: the days of where advertisers have to trust that the retailer is telling the whole truth and nothing but the truth with their approach to measurement
- A change in contracts: Advertiser could require RMNS to have current IAB measurement certification in order for them to continue spending
Albert Heijn is the first retailer certified
As part of this programme, Albert Heijn has now been certified for Display (static) and Sponsored Products across its on-site properties, including the Albert Heijn website and mobile app. Retail Media Networks participating in the programme can choose which specific ad products to put forward for certification, ensuring flexibility while maintaining rigorous standards.
Commenting on the achievement, IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, said, “The completion of this first pilot audit by Albert Heijn and ABC marks a major milestone in the rollout of the programme. The process has provided valuable insights that will further enhance IAB Europe’s Retail Media Measurement Standards and certification framework, ensuring they remain practical, robust, and aligned with the needs of the Retail Media ecosystem. ABC’s role as the first auditor to deliver a certification also demonstrates the importance of trusted, independent verification in building confidence in this fast-growing sector. We look forward to engaging more retailers in this programme.”
International approach to Retail Media certifications are coming
In Europe, there are a number of certification programmes at a local level for existing digital media standards (for example, 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.
IAB Europe and IAB UK are working closely to incorporate aspects of the European Retail Media Certification into the Gold Standard. In addition, the IAB Europe and the Media Rating Council (MRC) in the US have coordinated to align MRC accreditation of European RMN measurement providers to the requirements of the IAB Europe Retail Media Certification program. 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.
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ANALYSIS IAB Europe’s Retail Media Certification Programme and what it means
Colin Lewis
Measurement is the number one topic at retail media conferences across the globe. The various IAB offices around the world have been at the vanguard of addressing this topic so there are now definitive retail media standards for onsite, offsite and instore measurement.
How well are these standards adhered to is a valid question from advertisers who are spending their marketing budgets on Retail Media campaigns?
The answer is ‘patchy’. This should not be surprising as Retail Media is still in its fast growth phase of the adoption curve. There is a huge maturity gap between, say, retail media networks like Nectar 360 in the UK, Walmart Connect in the US, Coles 360 in Australia or MarketMedia in New Zealand and a Retail Media Network that is just in its infancy.
So it can be tricky for advertisers to judge claims from Retail Media Networks about fostering confidence in the validity of Retail Media measurement capabilities.
Enter the IAB EU Retail Media Measurement Certification.
The Retail Media Certification is a new certification rewarding retail media networks and AdTech vendors who adhere to the IAB Europe measurement standards across on-site and off -site Retail Media measurement.
What is being audited and what is the certification process?
Independent auditors will check RMNs for compliance and the IAB Europe has selected three non-profit auditors to undertake the independent audits for this certification. Auditors will ensure consistency in deliverables across RMNs.
Participating retailers and AdTech vendors can choose to be certified for the entirety of their Retail Media proposition or for specific ad products, such as Sponsored Products onsite only. Once the retailer successfully meets the required threshold in the audit, IAB Europe will issue a certification badge. Certification is valid for two years from the date issued on the Certificate.
The ranges of categories audited are very wide: media metrics, attribution, video completion rates, insights such as new to brand, new to category, iROAS, campaign audits, system architecture, team structure, internal controls. The compliance table is 15 pages long!
Certified retailers will receive the ‘IAB Europe Retail Media Certified’ logo for use across corporate and marcomms to demonstrate compliance with industry-agreed measurement standards.
Retailers can apply for full certification and Ad Tech partners can also engage in the programme through a newly launched beta phase, with full certification for these companies planned for 2026.
What are the implications of Retail Media Measurement Certification
Certification of Retail Media measurement can only be a good thing for RMNs, Retail Media Advertisers and Retail Media AdTech vendors. Why?
The Retail Media industry is fast maturing – yet accusations of unclear and imprecise measurement are still being thrown around. This should come as no surprise as many retailers have not invested in measurement as much as they should have.
The latter statement is not an accusation, more a reflection of the reality of the world of retail: retailers are not media people – media is a different business to their core business.
Secondly, many Retail Media Networks are under severe pressure to deliver revenues from their C-suite to compensate for all the cost and margin challenges that retailers have, and the role of measurement has had to take a back seat to the reality of getting the RMN business up and running and delivering real revenue.
In theory, certification should mean:
Albert Heijn is the first retailer certified
As part of this programme, Albert Heijn has now been certified for Display (static) and Sponsored Products across its on-site properties, including the Albert Heijn website and mobile app. Retail Media Networks participating in the programme can choose which specific ad products to put forward for certification, ensuring flexibility while maintaining rigorous standards.
Commenting on the achievement, IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, said, “The completion of this first pilot audit by Albert Heijn and ABC marks a major milestone in the rollout of the programme. The process has provided valuable insights that will further enhance IAB Europe’s Retail Media Measurement Standards and certification framework, ensuring they remain practical, robust, and aligned with the needs of the Retail Media ecosystem. ABC’s role as the first auditor to deliver a certification also demonstrates the importance of trusted, independent verification in building confidence in this fast-growing sector. We look forward to engaging more retailers in this programme.”
International approach to Retail Media certifications are coming
In Europe, there are a number of certification programmes at a local level for existing digital media standards (for example, 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.
IAB Europe and IAB UK are working closely to incorporate aspects of the European Retail Media Certification into the Gold Standard. In addition, the IAB Europe and the Media Rating Council (MRC) in the US have coordinated to align MRC accreditation of European RMN measurement providers to the requirements of the IAB Europe Retail Media Certification program. 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.
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