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The State of Measurement in Retail Media
Why Standardization May Not Be a Silver Bullet for Solving Retail Media’s Measurement Problem
As retail media networks (RMNs) in the US compete for advertising dollars, the channel’s measurement limitations are becoming increasingly evident. A key concern for advertisers is the lack of cross-platform consistency. But an overly aggressive focus on standardization could backfire.
Key Question: How is the lack of standardized measurement across RMNs affecting the channel’s growth trajectory?
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Key Stat: Most US advertisers (55%) cite a lack of standardization across retail media platforms as the biggest RMN-related challenge.
authors
Sarah Marzano
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