Interactive Advertising Bureau (IAB) Australia, in partnership with IAB Europe, has launched an Australian Retail Media Certification Program, allowing retailers to independently audit their retail media measurement practices.
The program will award passing retailers with a certification badge that the IAB says will be used to “signal their compliance and leadership” to “support fair competition, increase confidence in reported outcomes, and strengthen trust between retailers, brands, agencies, and the broader advertising ecosystem".
IAB Australia created the program to ensure retail media could be assessed against the same expectations and common measurement practices as other digital media channels.
“This certification program is the next step in building confidence and consistency as retail media matures," said Gai Le Roy, CEO of IAB Australia.
Targeting both Australian retailers and ad tech companies, the program will adapt processes used by IAB Europe’s Retail Media Certification Program. The process will follow retailers undergoing independent audits, where they will be checked for compliance with Europe’s mandatory requirements compliance table.
Coles 360 will be the first Australian retail media network to partner with IAB Australia in testing the certification.
“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," said Tiffany Chen, general manager at Coles 360.
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