Retail Media Measurement Must Extend Beyond Search and Across Channels

Accurately calculating adstock will help brands better understand its value

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Retail media was one of the biggest industry conversation starters of 2023. Every retailer from Dollar General to has launched a retail media network to capitalize on their existing first-party data.

As both a new channel and data layer empowering existing channels, it has the potential to transform the advertising industry. But one question stands out: How can marketers measure it all?

Industry surveys have shown that marketers are not confident in the measurement of retail media, and the primary reason is due to a lack of standardization.



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