The rise of retail media networks presents both significant opportunities and challenges, with an increasingly crowded landscape that complicates effective measurement. Retailers have their own methodologies, making it difficult for brands to track true incremental sales and ROI. To navigate this complexity, brands are encouraged to define their measurement goals and implement consistent benchmarking. Strategies like unified measurement frameworks and closed-loop reporting, along with utilizing 'clean rooms' for data, are vital for brands to obtain a comprehensive view of retail media effectiveness.
Retail media is booming - but it's also fragmenting fast, leading to opportunities and complexities in measuring ROI and choosing appropriate platforms.
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