Moloco Becomes First Technology Provider to Achieve IAB Europe Retail Media Certification, Marking Major Expansion of the Programme

IAB Europe has announced that Moloco, a global leader in AI advertising, has become the first technology provider to successfully achieve certification under its Retail Media Certification Programme, marking a significant expansion of the initiative beyond retailers and Retail Media Networks.

The milestone was announced today at IAB Europe’s annual Retail Media Impact Summit in Amsterdam, which brings together senior leaders from across the Retail and Commerce Media ecosystem to address the priorities and opportunities defining its next phase of growth.

An independent audit carried out by ABC UK has certified Moloco for its technology capabilities across on-site standard display and sponsored product ads across web, mobile and in-app, confirming that its measurement and reporting capabilities are in accordance with the requirements of IAB Europe’s Commerce Retail Media Measurement Standards.

Following the certification of Albert Heijn and Nectar360, Moloco becomes the third company to achieve IAB Europe Retail Media Certification and the first technology provider to complete the process so far this year.

The certification marks an important step in extending greater consistency across the Retail and Commerce Media supply chain. With retail media investment spanning more networks and technology partners, IAB Europe’s independent certification brings consistency to how performance is measured and reported.

Commenting on the milestone, Marie-Clare Puffett, Senior Director, Industry Development & Marketing, IAB Europe, said: “Buyers need confidence that Retail Media measurement is consistent regardless of the retailer, network or technology partner they are working with. Moloco becoming the first AdTech company to achieve certification is an important moment, extending that assurance beyond retailers and supporting a more transparent and comparable Retail Media ecosystem.”

“Retail media is entering a new phase of maturity, and consistent, transparent measurement is essential to building trust and unlocking its full potential,” said Kim Ludlow, EMEA Lead for Retail and Commerce Media, Moloco. “Becoming the first tech company to achieve IAB Europe’s Retail Media Certification reflects our commitment to giving retailers and advertisers the confidence that performance is being measured against rigorous, industry-agreed standards. As the ecosystem continues to scale, greater consistency across retailers and technology partners will be critical to making retail media easier to buy, evaluate and grow.”

Clare Langstaff, Audit Director, Assurance Services at ABC, said: “Congratulations to Moloco on becoming the first technology company to achieve IAB Europe Retail Media Certification. This is an important development because consistent retail media measurement depends not only on Retail Media Networks, but increasingly on the technology infrastructure that supports them.

Our audit examined Moloco’s platform capability in detail, including its media metrics, attribution methodologies and retail media insights, as well as the guidance provided to clients implementing those capabilities.

This work builds on ABC’s practical experience of applying IAB Europe’s standards across different retail media models, including both Retail Media Networks and Ad Tech platforms. It reinforces the importance of looking at both the capability of the technology and the way it’s implemented in practice.”

A Programme Built for the Whole Supply Chain

IAB Europe’s Retail Media Certification Programme independently assesses participating companies against its industry-agreed Retail Media Measurement Standards, helping to demonstrate that common measurement requirements are being applied in practice.

The addition of a technology provider is an important development for the programme. Retail Media campaigns increasingly rely on multiple partners across the supply chain, making consistent measurement across retailers, networks and technology providers increasingly important for advertisers and agencies.

With five other companies currently under audit and more entering the certification process, IAB Europe aims to support greater confidence and comparability across the market, making Retail Media easier to plan, buy and evaluate at scale.

To find out more about the Retail Media Certification Programme, visit the IAB Europe website here.

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