Albert Heijn’s Landmark IAB Europe Retail Media Certification
Dutch retailer Albert Heijn has become the first retail media network to achieve certification under IAB Europe’s newly launched Retail Media Certification Programme. Audited by the independent body ABC, this certification marks a significant step towards establishing standardized measurement practices within retail media.
Significance of the Certification
The IAB Europe Retail Media Certification Programme aims to create a uniform framework for trusted measurement standards in retail media networks across Europe. By setting clear guidelines on metric definition, data capture, and reporting, the programme addresses longstanding challenges around transparency and consistency.
Albert Heijn’s Head of Retail Media Services, Rolf Oosterhoff, expressed pride in being the first to earn this certification. He emphasized the company’s commitment to transparency and industry leadership through adherence to rigorous auditing standards.
ABC’s role is critical in this process. As an independent auditor, ABC verifies that the reported retail media metrics meet the specified criteria, ensuring accuracy and reliability. Their thorough auditing process helps reinforce confidence among advertisers and stakeholders.
Building Trust and Driving Industry Maturity
Jan Pitt, Commercial Director at ABC, highlighted that the certification provides a clear market benchmark for retail media metrics. Verified data strengthens advertiser confidence, supporting informed media buying decisions.
Marie-Clare Puffett, Industry Development & Insights Director at IAB Europe, described the certification of Albert Heijn as a major milestone. She pointed out that independent verification delivers valuable insights and safeguards integrity in a rapidly expanding sector.
This certification is a pivotal development for the retail media ecosystem, signaling a shift from an unregulated environment to one characterized by standardization and professionalism. The initiative encourages other retailers to adopt similar practices, fostering wider industry adoption and supporting the maturation of retail media as a reputable advertising channel.
Conclusion
Albert Heijn’s certification under IAB Europe’s Retail Media Programme, audited by ABC, introduces a new era of standardized measurement and trustworthiness in retail media. This progress stands to benefit advertisers, retailers, and media networks alike, supporting the sustainable growth of the sector.
