Retail media is one of the fastest-growing ad channels we track, due in part to the allure of closed-loop attribution powered by retailers’ first-party consumer data. But advertisers are starting to curb their enthusiasm given measurement challenges stemming from the lack of methodological standards across platforms. As it stands, it’s nearly impossible for advertisers to compare platforms against each other, which can lead to misallocation of budgets.
The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) are collaborating on guidance for how to apply existing measurement standards to retail media, which they are aiming to release before Q4 2023. In the meantime, agencies and ad tech vendors are busy launching tools and solutions to help advertisers navigate the headache of executing and optimizing strategies across retail media platforms. Here are some considerations shaping where retail media measurement goes next:
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