The move from Retail Media to Commerce Media is about broadening the scope of the standards and reflecting the inclusion of a wider range of participants - including marketplaces, quick commerce platforms and hybrid models - under a single, measurement framework. 

As IAB Europe highlights, the changes reflect extensive industry feedback. Developed in collaboration with retailers, brands, agencies and ad tech providers, the standards are designed to bring greater clarity, consistency and comparability to measurement across an increasingly diverse ecosystem.

Version 2 introduces:

  • Clearer definitions of Gross vs Net Sales
  • A more refined measurement funnel
  • Specific adjustments for Quick Commerce
  • Formalised guidance on incrementality
  • Greater transparency around delivery tools (reporting, APIs, clean rooms)

View full framework

We’re currently in the six-month transition window where organisations may certify under V1 or V2 (until July 2026). After that, V2 becomes the benchmark.

For networks considering certification, this is a good time to review how you measure performance, align your teams, and make sure your approach is ready for the future.

From an audit perspective, this change matters. In fast-moving markets, spend doesn’t usually fall because performance is poor. It falls when measurement isn’t consistent, methods aren’t clearly defined, or results can’t be reliably compared.

Commerce Media certification doesn’t assess commercial strategy or campaign creativity. It verifies something more fundamental: Are your measurement practices clearly defined, consistently applied, and reproducible under scrutiny?

When that foundation is strong:

  • Agencies can benchmark properly
  • Finance teams can defend budgets
  • Networks can compete on quality, not just scale

The direction of travel is clear. The scope of these standards will continue to evolve, with future iterations expected to extend into other commerce-driven environments such as travel and finance. 

And importantly, innovation can continue without sacrificing trust.

Kathryn Hodgkinson
ABC Audit Manager

To find out more, check out our Retail Media Knowledge hub, or contact Andy Flint, Head of Business Development, via