IAB Europe Launches Certification for Retail Media Standards

Dan Meier 30 October, 2024 

Retail media has been heralded as a key growth driver in advertising, recognised by major agencies as the fastest-growing media channel over the next three years. But a lack of standardisation in retail media has posed barriers to investment, with 60 percent of buyers identifying standardisation as the channel’s main growth area over the next 12 months, according to IAB Europe.

The trade body has been working to address these hurdles and establish consistent metrics for buyers to compare retail media investments, publishing its first set of Retail Media Measurement Standards for Europe in April 2024. And today IAB Europe announced the Beta launch of the Retail Media Certification Programme, which the organisation describes as an “industry-first” initiative designed to set standards around transparency, fairness, and accountability in retail media measurement.

IAB Europe’s Attitudes to Retail Media survey revealed that 58 percent of buyers struggle with the lack of standards in retail media, while 49 percent pointed to a lack of measurement and reporting as barriers to investment. The respondents also cited a lack of available data (40 percent) and interoperability between retail media networks (34 percent). The Retail Media Certification aims to solve those issues by establishing an industry-recognised benchmark for measurement, which will ensure retailers meet “rigorous standards” in the way they report their on- and off-site retail media inventory.

“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.”

Transparency and integrity

To receive the certification, retailers will undertake an independent audit, according to IAB Europe, allowing them to “showcase their leadership in measurement integrity.” IAB Europe will work with the Media Rating Council (MRC), the certification provider for audience measurement companies, to align the new certification programme with MRC accreditation. The trade body noted that the programme is currently in Beta, enabling independent auditors, such as AAM, ABC, and CESP, to fine-tune the accreditation process.

The full certification programme will launch in early 2025, initially open to retailers before expanding to other participants in the retail media ecosystem in 2026. The trade body is encouraging retailers to register their interest in the programme, with early registrants receiving updates on the certification process, and becoming the first to apply for certification in 2025.

“The launch of the Retail Media Certification Programme marks an important step towards creating a more transparent and accountable ecosystem for retail media measurement,” said IAB Europe CEO Townsend Feehan. “By setting rigorous standards and working with independent auditors, we are enabling retailers to showcase their commitment to best practices and industry leadership. This programme is not just about certification; it’s about elevating the entire retail media landscape.”

“I am very pleased with the new IAB Europe Certification Programme, as it marks a significant milestone in the industry’s development,” added Casper Van-Wandelen, Retail Media Lead at Unilever. “It fosters credibility and trust, simplifies cross-retailer comparisons, and ensures advertisers receive reliable data.”

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2024-10-30T11:57:41+01:00

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