Moloco gains IAB Europe retail media certification
IAB Europe certifies its first technology provider. What advertisers should check about certification scope and a partner’s reporting.
On October 7, 2026, IAB Europe named Moloco its first certified retail media technology provider, extending the programme beyond retailers and retail media networks. IAB Europe announcement.
What buyers can take from the news
The programme concerns measurement and uses independent auditing. Programme details. Our editorial interpretation: distinguish a technology supplier’s credentials from the performance of a particular placement. Certification should not be read as a forecast of profitable acquisition.
Use the announcement to sharpen questions about a partner’s proposal. When a sales presentation mentions a certificate, request its scope and compare that with the proposed formats, inventory and implementation. Do not assume one participant’s status automatically covers every supplier in the chain.
Before a pilot campaign
Our suggested checklist starts with a sample report and a written definition of the payable event. Agree the attribution window, time zone, treatment of returns and process for resolving discrepancies. Ask whether a colleague could repeat the reconciliation using the same inputs. This is an editorial workflow, not a list of newly imposed IAB Europe requirements.
For publishers, the commercial question is which report determines commission and where exclusions are documented. Resolve it before launch, particularly when the media platform and advertiser record different events.
The announcement concerns retail media. It does not establish permission for iGaming ads, certify AffiliateCore or demonstrate conversion growth. Teams outside retail media can borrow the supplier-review approach without changing traffic sources solely because of this announcement.