The IAB Europe has announced the official launch of its Retail Media Certification Programme for retailers, following a successful initial pilot phase. This first-of-its-kind initiative aims to set a new standard for transparency, consistency, and accountability in Retail Media measurement across Europe.
TL:DR
- Retailers can now become certified through a rigorous independent audit process.
- Ad Tech partners are invited to join a beta phase to shape the programme before full rollout in 2026.
- Independent auditors include AAM, ABC UK, and CESP.
- Developed in collaboration with industry leaders and aligned with global standards such as the MR
Two leading retailers – Nectar360, Sainsbury’s retail media business, and Albert Heijn – are in the final stages of the compliance audit and are set to become the first certified retailers under the programme.
The initiative of its kind in Europe to set transparent and consistent standards for measurement in Retail Media. The programme is now fully open to retailers. The IAB EU is also expanding the programme into a beta phase for Ad Tech companies, bringing broader standardisation across the entire Retail Media ecosystem.
Certification promotes a level playing field, ensuring fair competition and fostering confidence in the reliability of measurement outcomes. This initiative addresses one of the industry’s biggest challenges (the lack of standardisation) and aims to create a trusted, harmonised measurement environment that supports brands, retailers, and tech providers alike.
The Retail Media Certification Programme is designed to help retailers and technology providers validate their measurement practices against industry-agreed standards. For retailers, the full certification is now available, following months of collaboration, feedback, and pilot testing during the beta phase. This rigorous process includes an independent audit to assess compliance with measurement standards in both on-site and off-site Retail Media reporting.
Commenting on the launch, Jason Wescott, Global Head of Commerce Solutions at GroupM and Chair of IAB Europe’s Retail & Commerce Media Committee, says: “A lack of standardisation has long been a barrier to retail media investment. We’ve addressed this by delivering both measurement standards and now a certification programme to give advertisers confidence in the networks they work with. I’m delighted Nectar360 and Albert Heijn are the first to soon be certified and look forward to welcoming ad tech participants into the next phase.”
Amir Rasekh, Managing Director, Nectar360, also adds: “Our clients are at the heart of everything we do, and we’re continually working in pursuit of greater transparency, consistency, and accountability to deliver better outcomes for them. This is an important piece of work by IAB Europe, which is why we were determined to be among the first two businesses to be certified. We also understand the need to standardise and play our part in removing complexity in the retail media market for clients, whilst also continuing to innovate and develop the sophistication of our measurement practices according to their needs.”
Max de Jong, Sr. Manager Media Performance & Consumer Insights at Albert Heijn Retail Media Services, says: “We’re proud to be one of the first retailers globally to take part in this pilot. It’s another important step forward in our journey to build AH Retail Media Services into a mature, measurable, and trusted media organisation.”
The certification programme has been developed in consultation with leading industry experts, including members of IAB Europe’s Retail & Commerce Media Committee, Retailer Leaders Council, National IABs and Federations, brands, agencies, and retailers. It also aligns with global standards where possible, including ongoing coordination with the Media Rating Council (MRC) to ensure harmonisation of accreditation efforts across the Atlantic.
Independent auditors for the programme include Alliance for Audited Media (AAM), Audit Bureau of Circulations (ABC UK), and Centre d’Étude des Supports de Publicité (CESP). The IAB EU, the European-level association for the digital marketing and advertising ecosystem, will have a Retail Media Certification Townhall on 12th June at 15:00 CET.
