Certification extends independent verification into the technology infrastructure supporting retail media measurement

London, 7th October 2026 - Moloco Commerce Media, from global AI advertising company Moloco, has become the first technology provider to achieve certification under IAB Europe’s Retail Media Certification Programme, following an independent audit by ABC.

Nectar360 has become the first UK Retail Media Network to achieve certification under IAB Europe's Retail Media Certification Programme, following an independent audit by ABC. The milestone marks another important step towards greater consistency and transparency in retail media measurement across Europe.

An interview with Liv McCullagh, IAB UK’s Retail Media Lead

Retail media is now one of the most important forces in UK digital advertising. As investment grows, so does the need for greater consistency, transparency and confidence in how performance is measured.

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.  

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.