Certified USB charging cables are both recommended and adequate. Using an Apple USB charging cable will ensure that you have a compatible cable suitable for charging your iPad or other Apple devices.
Most models of iPad require a Power Adapter rated at 12W (i.e., 2.4A @5V) or greater to reliably charge. 5W Power Adapters (1.0A @5V) intended for older models of iPhone are inadequate to charge an iPad; if the iPad charges at all, charging will be very slow. Recent models of iPad are supplied with a 20W USB-C Power Adapter.
Some third-party USB-C power adapters (and portable PowerBanks) may not support USB PD (Power Delivery). Power Delivery mutually negotiates the charging voltage; the source, load and cable are all elements involved in the negotiation protocol. Unless the Power Adapter explicitly supports USB PD, it will almost certainly fail to charge the iPad; proprietary charging standards, such as QC (Quick Charge), are not supported.
Many computer USB ports also cannot source sufficient power to charge an iPad. Unless explicitly designed for charging connected devices, computer USB ports are typically limited to 0.5-1A @5V (i.e., 2.5-5.0W).
The higher charging voltages employed by USB PD, where supported by the device being charged, reduces the current needed to transfer the equivalent power. Volts (V)x Amps (A) = Power (W). As such, raising the voltage for a given current allows greater power transfer (W) without exceeding the current capacity (A) of a given conductor's cross-section area (mm squared).