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.
This development extends certification beyond individual Retail Media Networks and into the technology platforms that support the delivery, measurement and reporting of retail media campaigns.
ABC reviewed Moloco’s measurement and reporting capabilities against IAB Europe’s Retail Media Measurement Standards for Ad Tech.
The audit covered onsite standard display and sponsored product display across web, mobile and in-app environments, including impressions, clicks, viewability, ROAS, attribution and New to Brand and New to Category measurement. ABC reviewed and tested Moloco’s systems, methodologies and client implementation guidance.
Kim Ludlow, EMEA lead for Retail and Commerce Media, Moloco, said: “Retail media is entering its next phase of growth, and greater consistency and transparency in measurement will be critical to scaling the category with confidence. Achieving IAB Europe Retail Media Certification reinforces Moloco’s commitment to giving retailers and advertisers measurement they can trust and use to make better decisions.
“As the first technology provider to achieve this certification, we’re proud to help extend these standards across the broader retail media ecosystem. Independent validation is an important step toward creating a more consistent foundation for the industry, one that gives retailers the technology to grow their media businesses while giving advertisers greater confidence in how performance is measured.”
Moloco provides its technology as a white-label retail media platform, meaning individual retail media clients configure and implement the platform within their own environments. While the certification confirms Moloco’s capability to support measurement in line with IAB Europe’s standards, it does not certify every individual retailer implementation using the platform.
This distinction matters because technology providers increasingly underpin how retail media campaigns are delivered, measured and reported, added ABC. Independent certification at this layer gives Retail Media Networks greater assurance around their technology stack and gives agencies and advertisers more confidence that measurement is built around common industry principles. It can also provide a stronger starting point for Retail Media Networks preparing for certification, while their own configuration, implementation and reporting must still be independently assessed.
Clare Langstaff, audit director, assurance services at ABC, said: “Congratulations to Moloco on becoming the first technology provider 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.”
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 technology providerto achieve certification is an important moment, extending that assurance beyond retailers and supporting a more transparent and comparable Retail Media ecosystem.
“Independent auditing is central to providing that confidence. ABC brings practical experience of applying our standards across different Retail Media models, providing the rigorous, independent assessment needed to turn common standards into meaningful assurance.”
As retail media investment grows, greater consistency in measurement can make it easier for agencies and advertisers to compare performance and allocate investment with confidence. Moloco’s certification represents a further step towards that goal, demonstrating that adoption of common measurement standards is extending across the retail media supply chain.
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