What are the industry standards for Retail Media?
Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB UK Gold Standard. “These frameworks provide consistent, comparable metrics across the industry, so advertisers can measure retail media in the same way they measure other digital channels. For example, standards cover core media metrics like ad impressions, viewability and invalid traffic filtering, attribution metrics such as return on ad spend (ROAS), as well as insights unique to retail media like ‘New to Brand’ reporting.”
She adds, “By aligning with these standards, Retail Media Networks are showing they take transparency seriously. And with ABC as the independent auditor, advertisers know adherence to those standards aren’t just claimed - they’re proven.”
What does ABC actually check for?
"The three key aspects we look for are simple but powerful," Kathryn explains. "First, we check that you’re using the right definitions and calculations in the standards. Second, we look at how you’re reporting this - consistently and accurately. And third, we validate that this is true within a sample of your campaigns."
In other words, it’s not just about whether you have the right toolkit; it’s about whether you’re using it properly and reliably. "In short, we check the systems, the calculations, and the reporting, so advertisers can compare networks with confidence."
What’s involved in the audit process?
"Our audits follow a structured but consultative approach," Kathryn said. “They usually take between 6 to 12 weeks and are broken into three phases: pre-audit preparations, data collection and testing, and finally, review and conclusion. We start with a questionnaire and walkthroughs of ad servers and systems, then move on to analysing data flows, testing calculations, and validating reporting outputs. Finally, we hold a ‘wash up’ meeting to review findings and issue a report which is then shared with the IAB.”
She emphasised: “It’s a collaborative process, not a tick-box exercise. We work with networks to identify any gaps, provide recommendations, and ensure they come out of the process stronger.”
Does partnering with certified Ad Tech providers make life easier?
"It really does," Kathryn nods. "If a Retailer is working with a certified AdTech or third-party provider - say for Invalid Traffic filtering - it gives us greater confidence in the underlying capability. That said, we still need to validate the full end-to-end implementation. System set-up, data flows, reporting outputs - these all need to be checked."
She’s quick to stress that certification isn’t a one-size-fits-all badge: "Even with strong partners, it’s the implementation that matters. The good news is that having reputable third-party providers usually makes the audit quicker and smoother."
How can Retail Media Networks prepare for an audit?
Kathryn’s advice is clear: "Preparation makes all the difference. Start by mapping your processes to the compliance table alongside the standards - that gives you a clear view of what’s required. Evidence is key, so gather as much as you can in advance: methodology notes, definitions of metrics, calculation methods, and examples of reporting."
She added, "It’s also essential to appoint a clear internal owner for the process – someone who has buy-in across product, ad-tech, data, commercial, and comms. That cross-functional alignment helps make the audit smoother and ensures there are no surprises along the way."
Having said that, she highlights “don’t worry if you don’t feel audit ready. Our initial meeting and overall process is designed to get you there. It’s better to start the conversation and learn along the way, than hold back and wait for the competition to get ahead.”
Why should Retail Media Networks choose Certification now?
Kathryn explains: “The market’s changing quickly, and advertisers are already asking for clearer, more comparable measurement. Certification shows you’re ready for that – your metrics are accurate, your reporting is reliable, and your processes stand up to scrutiny. It removes friction in conversations with agencies, builds confidence in your numbers, and helps you stand out in a crowded market. And because only a few networks have been certified so far, acting now gives you a real first-mover advantage.”
Final thoughts
Kathryn’s closing message is simple: “Certification isn’t about jumping through hoops - it’s about proving your data can be trusted. When advertisers know your numbers stand up to scrutiny, everything moves faster: decisions, investment, and growth.”
If you’d like to understand what certification would look like for your network, we’re happy to talk you through it - whether you’re ready to start or simply exploring what’s involved.
Check out our Certification page or contact Andy Flint to find out more.
