Retail media is getting a major boost in Europe. IAB Europe just launched a certification program to standardize measurement and best practices. This program is the first of its kind and aims to create a common framework for retailers and tech platforms.
The certification includes an independent audit by organizations like Alliance for Audited Media and Audit Bureau of Circulations. Two retailers, Nectar360 and Albert Heijn Retail Media Services, are already going through the process. They’ll be the first to get certified, setting a precedent for the rest of the market.
According to Jason Wescott, Global Head of Commerce Solutions at GroupM, “one of the main barriers to investing in retail media has been the lack of standardization in measurement.” This program aims to establish clear standards and increase transparency for advertisers.
IAB Europe is also opening up a beta phase for AdTech companies, which provide technology and operational support to retail media networks. This move reflects the need to address the entire ecosystem with a holistic approach. Amir Rasekh, Managing Director of Nectar360, says, “this work is key to helping our clients understand the impact of their campaigns.”
A collaborative strategy
The certification program wasn’t developed in isolation. IAB Europe worked with its Retail & Commerce Media Committee, Retailer Leaders Council, media agencies, brands, and national federations. The goal is to create a flexible yet rigorous certification structure that can adapt to different market realities.
With the official launch underway, retailers can apply for certification through IAB Europe’s website. Tech companies can also join the beta phase and provide feedback to improve the model. As Wescott puts it, “the ultimate goal is not just to certify, but to build a common language that facilitates investment and elevates the entire market.”