IAB Europe has introduced the Beta version of its Retail Media Certification Programme, calling it an “industry-first” initiative. This programme aims to establish standards for transparency, fairness, and accountability in retail media measurement, VideoWeek reported.
IAB Europe’s Attitudes to Retail Media survey highlights key challenges for buyers, with 58% expressing difficulties due to the absence of industry standards and 49% identifying inadequate measurement and reporting as significant barriers to investment. Additionally, 40% of respondents reported insufficient data availability, while 34% noted issues with interoperability across retail media networks.
The Retail Media Certification seeks to address these challenges by setting an industry-recognised benchmark for measurement, ensuring that retailers adhere to “rigorous standards” in reporting both on-site and off-site retail media inventory. This certification aims to create a consistent and trustworthy framework for retail media performance evaluation.
‘With the expansion of retail media, establishing trust and confidence through standardised measurement practices is crucial,’ said Jason Westcott, Global Head of Commerce Solutions at GroupM Nexus and Chair of IAB Europe’s Retail Media Committee.
‘The Retail Media Certification Programme marks a key step in ensuring transparent, consistent, and industry-aligned measurement. This initiative offers retailers a chance to stand out by committing to accountability and measurement integrity, which will help foster stronger collaboration with brands and agencies.’
IAB Europe states that retailers aiming for certification will go through an independent audit to demonstrate their commitment to measurement integrity. Partnering with the Media Rating Council (MRC), a leading authority in audience measurement accreditation, IAB Europe is aligning this new certification programme with MRC standards. Currently in its Beta phase, the programme is collaborating with independent auditors like AAM, ABC, and CESP to refine the accreditation process.
The full certification programme is set to launch in early 2025, starting with retailers and expanding to additional players in the retail media ecosystem by 2026. IAB Europe is encouraging retailers to register their interest now, offering early registrants updates on the certification process and priority access to apply for certification in 2025.
