Albert Heijn earns first retail media certification under new IAB Europe programme

IAB Europe announced on 24 September 2025 that Albert Heijn has become the first Retail Media Network to achieve certification under the new IAB Europe Retail Media Certification Programme. The Netherlands-based supermarket chain completed the certification process following a successful pilot audit conducted by ABC, one of the independent auditors participating in the programme.

The certification programme launched in October 2024 with the goal of bringing standardized measurement, transparency, and trust to retail media campaigns across Europe. Albert Heijn's certification covers Display (static) and Sponsored Products across its on-site properties, including both the company's website and mobile application.

According to Marie-Claire Pufett, IAB Europe's Industry Development & Insights Director, the completion of this first pilot audit represents a significant milestone. "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," Pufett stated.

Technical certification requirements and audit process

The certification process involves independent auditors verifying that participating companies meet specific measurement standards outlined in IAB Europe's Retail Media Certification Compliance Table. Retail Media Networks can choose which specific ad products to submit for certification, providing flexibility while maintaining rigorous standards for measurement accountability.

ABC conducted the audit for Albert Heijn, examining how onsite metrics are defined, captured, and reported. According to Jan Pitt, Commercial Director at ABC, the audit involved "testing the methodology, data flows, and evidence behind the numbers - giving advertisers and Retail Media Networks the confidence to trade on independently verified metrics."

The certification standards require compliance with at least 90% of the requirements specified in the measurement framework. Companies that do not initially meet the threshold receive an opportunity to make necessary adjustments and undergo a re-audit for the areas that did not satisfy the requirements.

Market context and industry significance

The certification announcement comes as European retail media continues rapid expansion. Recent research indicatesretail media networks are projected to capture approximately 20% of total global advertising revenue by 2030, exceeding $300 billion in spending. European retail media achieved 22.1% growth in 2024, outpacing the broader advertising market's 6.1% growth by nearly four times.

Albert Heijn operates as the largest supermarket chain in the Netherlands with a market share of 37.7% in 2024. The company was founded in 1887 and has been part of Ahold Delhaize since 2016. The retailer operates 1,056 locations across the Netherlands and Belgium, employing 125,000 people and generating significant online commerce activity that supports advertising targeting capabilities.

Rolf Oosterhof, Head of Retail Media Services at Albert Heijn, emphasized the significance of the certification. "We're proud that Albert Heijn is the first retail media network to be certified to IAB Europe's Retail Media Standards. This recognition underscores our commitment to transparency and efectiveness. Albert Heijn has long been a frontrunner in retail media," Oosterhof commented.

Programme expansion and technology provider integration

Building on the successful pilot completion, IAB Europe has expanded the certification programme to include ad technology providers. The expansion creates a comprehensive framework covering both retailers and technology platforms, establishing consistent measurement standards across the entire retail media ecosystem.

The programme utilizes three independent auditors - AAM, ABC, and CESP - to conduct certification assessments. These non-profit organizations maintain direct commercial relationships with companies seeking certification while following guidance from IAB Europe to ensure consistency across audits.

Certification fees vary by organization type and size. Retail Media Network businesses pay 7,500 Euros for certification. Ad tech companies generating more than 50 million Euros in media revenue annually pay 15,000 Euros, while those with lower revenue pay 7,500 Euros. All certifications remain valid for two years from the date issued.

Industry challenges driving certification needs

The certification programme addresses measurement challenges that have limited retail media adoption and investment confidence. According to recent industry analysis, measurement complexity across omnichannel retail environments continues to create barriers for advertisers seeking standardized performance metrics.

Research from IAB Europe's second annual Attitudes to Retail Media Report revealed that 70% of buyers cite lack of retail media standards as investment barriers. However, the study also showed growing market maturity, with brands working with four to six retail media networks doubling from 10% to 24% in 2025.

The measurement framework focuses on providing transparency around how onsite metrics are defined, captured, and reported. This standardization enables advertisers to compare performance across different retail media networks using consistent methodologies and attribution models.

European retail media landscape development

The certification programme reflects broader standardization efforts across European retail media. IAB Europe released updated retail media definitions in March 2025, establishing consensus across 31 markets for on-site, off-site, and in-store digital retail media categories.

European retailers have increasingly expanded beyond on-site advertising. MediaMarktSaturn launched its first offsite retail media program in September 2025, while Criteo became Google's first onsite retail media partner through Search Ads 360 integration.

These developments occur alongside technological innovation in retail media measurement and activation. Pentaleap and Teads announced the first real-time bidding capability for sponsored product advertisements across multiple retail networks, addressing programmatic integration challenges.

Certification governance and future rollout

A Certification Advisory group comprising National Federations, IABs, and the Chair of IAB Europe's Retail Media Committee governs the programme. This group makes decisions on key milestones including auditor appointments, certification processes, and partnerships with other bodies such as the Media Rating Council.

IAB Europe has coordinated with the Media Rating Council to align MRC accreditation of European retail media measurement providers with IAB Europe certification requirements. This coordination enables European companies with existing MRC accreditation to leverage that validation toward IAB Europe certification requirements.

The programme requires participating companies to maintain membership in a National IAB or Federation within Europe. Companies must also agree to IAB Europe's certification terms and conditions before receiving certification badges that can be used across corporate and marketing communications.

Albert Heijn certification impact

Albert Heijn's certification establishes a benchmark for the European retail media industry and demonstrates the practical implementation of standardized measurement frameworks. The certification recognizes the retailer's commitment to transparency and measurable impact in retail media solutions.

The achievement provides Albert Heijn with the 'IAB Europe Retail Media Certified' logo for use across corporate and marketing communications, demonstrating compliance with industry-agreed measurement standards to advertisers and agencies.

As the first certified Retail Media Network, Albert Heijn's success validates the certification framework's effectiveness and provides a reference point for other retailers considering participation. The pilot audit insights will inform further enhancements to the measurement standards and certification process.

The certification addresses advertiser needs for accountability and transparency in retail media investments, fostering a trusted environment for brands and agencies to invest with confidence in certified retail media networks.

Timeline

• October 2024: IAB Europe launches Retail Media Certification Programme designed to bring transparency and trust to retail media measurement
• March 2025: IAB Europe releases updated retail media definitions establishing consensus across European markets for on-site, off-site and in-store categories
• July 2025: European retail media partnerships extend as measurement challenges persist, with brands working with 4-6 networks doubling to 24%
• July 2025: Retail media measurement challenges persist despite industry growth according to IAB Australia Commerce & Retail Media Summit panel
• September 2025: Criteo becomes first onsite retail media partner for Google Search Ads 360 enabling unified campaign management
• September 2025: MediaMarktSaturn launches first offsite retail media program expanding advertising reach beyond owned properties
• 24 September 2025: Albert Heijn becomes first Retail Media Network certified under IAB Europe programme following successful ABC audit

Summary

Who: Albert Heijn, the largest supermarket chain in the Netherlands with 37.7% market share, became the first Retail Media Network to achieve certification under IAB Europe's programme. IAB Europe, the leading European-level industry association for digital advertising, administered the certification following an independent audit by ABC.

What: Albert Heijn received certification for Display (static) and Sponsored Products across its on-site properties including website and mobile app. The certification validates the retailer's measurement practices against IAB Europe's standardized framework for retail media transparency and accountability.

When: The certification was announced on 24 September 2025, following completion of a pilot audit. The underlying certification programme launched in October 2024 to address measurement standardization needs across European retail media.

Where: The certification applies to Albert Heijn's digital properties in the Netherlands and Belgium, where the retailer operates 1,056 locations. The programme operates across European markets through IAB Europe's network of National Federations and IABs.

Why: The certification addresses industry needs for standardized measurement and transparency in retail media, where European spending grew 22.1% in 2024 versus 6.1% for broader advertising. The programme enables advertisers to invest with confidence through independently verified measurement practices, addressing barriers that have limited retail media adoption and investment.