Earlier this year, IAB Europe released Version 2 of its measurement framework, now formally titled the Commerce Media Measurement Standards.

At first glance, it might seem like a simple name change – it’s not.  

Companies across the digital advertising ecosystem have been recognised in the latest release of TAG Seals for meeting industry standards in transparency, accountability and safer digital media. 

In this latest announcement, 70% of companies receiving Brand Safety Certified (BSC) seals selected ABC as their auditor, while ABC underpinned 53% of all audited TAG seals issued across the programmes, reinforcing our position as the industry’s leading TAG audit provider.

We were delighted to take part in IAB Europe’s recent agency breakfast briefing on Retail Media Certification, an open and refreshingly practical discussion focused on what agencies really need to plan and buy retail media with confidence. 

We sat down with Jason Wescott - Global Head of Commerce Solutions at WPP Media and Chair of IAB Europe’s Retail and Commerce Media Committee - to dig into the state of retail media today. 

Jason offers a candid view on where maturity is stalling, why standards matter, and what retailers, brands and agencies must do over the next 12 months to keep momentum on their side.

Retail Media is growing fast, and with that growth comes the need for clear, trusted measurement. Many networks are contemplating getting certified to the new IAB Europe Standards for retail media, but the process can feel unclear from the outside. 

Fresh from the IAB Europe Retail Media Summit, ABC’s Audit Manager Kathryn Hodgkinson explains how certification works, why it matters, and what networks can do to get ahead.

Retail media continues to grow rapidly and is set to hit €31 billion in Europe by 2028.

But what is retail media and why is it growing so fast?