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IAB Europe's Retail Media Audit Adopted in Australia
Trade association IAB Australia has launched a Retail Media Certification Program for the county's store chains, based on a model developed by IAB Europe. The program will independently audit retail media measurement practices and award a certification badge for compliant and 'mature' measurement.
Supermarket chain Coles 360 will be the first such network in the country to start an audit. The IAB (Interactive Advertising Bureau) is an independent industry association with 9,000 members globally, spanning media owners, publishers, technology companies, agencies and advertisers.
Adapted from the European model, the IAB Australia Retail Media Certification Program includes certification pathways for both retailers and ad tech companies, and is designed to promote a level playing field and boost confidence in stats provided, by aligning measurement practices to a common, independently verified standard. Following the independent audit, IAB Australia will review the auditor's report and, where requirements are met, issue a certification badge valid for two years.
IAB Australia CEO Gai Le Roy (pictured) states: 'We have been incredibly impressed by the IAB Europe Certification initiative and thrilled that Coles 360 has committed to the process as we launch our local certification. Over the past two years, our Retail Media Council has developed a strong foundation of frameworks, guidance and education. This certification program is the next step in building confidence and consistency as retail media matures.'
Jason Wescott, Global Head of Commerce Solutions, WPP and Chair of IAB Europe Retail & Commerce Media Committee, adds: 'As retail media continues to scale globally, success hinges on a common language. The IAB Europe Retail Media Measurement Certification builds that essential foundation. Aligned and transparent measurement across retailers offers consistent campaign signals advertisers can trust.'
Web site: www.iabaustralia.com.au .
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