Ad Measurement Weekly

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.

Updated standards expand beyond traditional retail media to cover quick commerce, introduce a refined measurement funnel, and include the industry's first incrementality measurement guidelines for commerce media.