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IAB Australia and IAB Europe have launched an Australian Retail Media Certification Program
This allows retailers and ad tech companies the opportunity to undertake an independent audit of their retail media measurement practices against the IAB Europe Retail Media Measurement Standards.
Developed by IAB Europe and adopted in Australia, these standards cover both on-site and off-site retail media and set clear expectations for transparency, consistency and comparability.
The certification program independently verifies that participating organisations meet the standards expected by agencies and brands, providing confidence that reporting is auditable and fit for serious media investment decisions. Retailers and ad tech companies that satisfy the required criteria will be awarded the IAB Australia Retail Media Certification badge for use across corporate and marketing communications, signalling compliance and leadership in measurement maturity.
Why Certification Matters:
- Fair competition: Certification aligns measurement practices across retailers, reducing inconsistency and creating comparability by brands and agencies.
- Transparency and confidence: Independent verification increases confidence in reported metrics and measurement methodologies.
- Industry alignment: Retail Media is assessed against the same expectations applied to other digital media channels.
- Support for self-regulation: Participation contributes to a more accountable, self-regulated Retail Media market, reducing the need for external intervention.
How Certification Works:
Certification is achieved through an independent audit demonstrating compliance with mandatory requirements set out in the IAB Europe Retail Media Certification Compliance Table.
Following completion of the audit, IAB Australia will review the auditor’s report and, where requirements are met, issue certification. The certification badge is valid for two years. Certified retailers must also agree to the certification terms and conditions.
Read the press release for the launch of this program and details of the launch partner.
Certification Process:
Supporting Materials
IAB Europe has published an overview document outlining the certification framework, which is also relevant to Australian retailers.
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