The Netherlands’ largest supermarket chain Albert Heijn has become the first retail media network (RMN) certified under the IAB Europe Retail Media Certification Programme.
Audited by ABC, Albert Heijn has been certified for display (static) and sponsored products across its on-site properties, including the its website and mobile app.
“We’re proud that Albert Heijn is the first retail media network to be certified to IAB Europe’s Retail Media Standards,” said Rolf Oosterhoff, Head of Retail Media Services at Albert Heijn. “This recognition underscores our commitment to transparency and effectiveness. Albert Heijn has long been a frontrunner in retail media. It’s a milestone for us and for the industry, and we look forward to working with our partners to further professionalise and grow retail media.”
The Retail Media Certification Programme was launched in October 2024 with the aim of bringing greater transparency, consistency, and trust to the measurement of both on-site and off-site retail media campaigns. Retailers must demonstrate their commitment to delivering accountable, transparent, and high-quality retail media offerings.
RMNs participating in the programme can choose which specific ad products they want to put forward for certification.
“The completion of this first pilot audit by Albert Heijn and ABC marks a major milestone in the rollout of the programme,” said Marie Clare-Puffett, Industry Development & Insights Director at IAB Europe. “The process has provided valuable insights that will further enhance IAB Europe’s Retail Media Measurement Standards and certification framework, ensuring they remain practical, robust, and aligned with the needs of the Retail Media ecosystem.
“ABC’s role as the first auditor to deliver a certification also demonstrates the importance of trusted, independent verification in building confidence in this fast-growing sector. We look forward to engaging more retailers in this programme.”
In May this year, IAB expanded the programme to adtech providers.
