Retail Media Enters Its Accountability Era as Incrementality Measurement Goes From Optional to Expected
Only 15% of marketers rate their retail media measurement as effective, yet brands actively measuring incrementality report 54% reductions in wasted spend. With Albertsons launching in-store incrementality and advertisers averaging six RMNs, the gap between measurement leaders and laggards is widening fast.
By Jamie Okonkwo·8 min read