IAB Australia and IAB Europe have launched an Australian Retail Media Certification Program to allow retailers to undertake an independent audit of their retail media measurement practices.
Retailers that meet the required industry-agreed criteria will be awarded a certification badge, which can be used to signal their compliance and leadership in measurement maturity. Coles 360 will be the first Australian retail media network to start the certification audit process.
The IAB Australia Retail Media Certification Program includes certification pathways for both retailers and ad tech companies and is a local adaptation of the IAB Europe Retail Media Certification Program based on standards developed by IAB Europe.
The program is designed to promote a level playing field by aligning measurement practices to a common, independently verified standard. It supports fair competition, increases confidence in reported outcomes, and strengthens trust between retailers, brands, agencies, and the broader advertising ecosystem.
Retailers can achieve certification through an independent audit to demonstrate compliance with the mandatory requirements set out in IAB Europe’s Compliance Table. IAB Australia will review the auditor’s report and, where requirements are met, issue certification. The certification badge is valid for two years.
Gai Le Roy CEO of IAB Australia said: “We have been incredibly impressed by the IAB Europe Certification initiative and thrilled that Coles 360 has committed to the process as we launch our local certification. Over the past two years, our Retail Media Council has developed a strong foundation of frameworks, guidance and education. This certification program is the next step in building confidence and consistency as retail media matures.”
Tiffany Chen general manager Coles 360 said: “Measurement plays an increasingly critical role in retail media. That’s why we’ve built our capability from the ground up. This certification is an important step toward creating industry-wide standardisation and strengthening accountability, giving brands and agencies greater confidence in how retail media performance is measured and reported. We’re thrilled to be the first to begin this process with IAB Australia.”
Jason Wescott global head of commerce solutions WPP and chair of IAB Europe Retail & Commerce Media Committee commented: “As retail media continues to scale globally, success hinges on a common language.
The IAB Europe Retail Media Measurement Certification builds that essential foundation. Aligned and transparent measurement across retailers offers consistent campaign signals advertisers can trust. An Australian retailer pursuing this certification proves that verified measurement isn’t just a European priority—it’s a global one.”
