Retail media is a $70 billion business in the U.S., according to Emarketer, but the ability to measure that it’s working hasn’t kept pace with investment.
A new report from the Association of National Advertisers (ANA) suggests that this lack of measurement standards has kept advertisers from spending incremental dollars with retailers.
Fifty-five percent of ANA’s members cited a lack of standards as retail media’s No. 1 challenge. These executives—from brands like Bayer, Hershey, Kenvue, and Mondelez—also noted that inconsistent measurement across retail media networks makes gauging effectiveness difficult.
Retailers are compensating for a lack of standards and gunning for incremental dollars with new formats like streaming and offsite ads, alongside new promises to help brands build awareness.
