It’s easy to understand why retail media is outpacing traditional ad spend. For retailers, the prospect of an additional revenue stream to expand profit margins is hard to pass up. For advertisers, the promise of retail media offers clear advantages over historic media: richer insights about shoppers, precise targeting based on purchase data, seamless omnichannel campaign execution and robust measurement tied to transactions. But has retail media lived up to the promise?

Considering that more than half of retail media ad buyers are working with five or more retail media networks and 85% claim they are reluctant buyers, one might wonder how long this momentum could last. Many buyers are expressing concerns with the lack of standardization between networks and the different metrics they are served as results. Is return on advertising spend the correct metric to measure retail media?

With advertising budgets already under heavy scrutiny, the ability for retailers to deliver consistent, transparent and meaningful measurement is critical to maintaining this trajectory.

Join Matt O’Grady, President of the Americas for dunnhumby, and Peter V.S. Bond, Co-host of CPG Guys, for a fireside chat as they discuss the way forward to retail media by measuring what matters.

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