Retail Media Metrics May Flatter Themselves — Here's How Advertisers Can Verify Them
· 1h ago · Originally reported by Impakter
Impakter argues that retail media networks often look strong in their own reporting dashboards, and outlines ways advertisers can independently check performance claims. The piece focuses on scrutiny of self-reported retail media measurement.
Why it matters
Retail media is one of ad spending's fastest-growing areas, but most measurement comes from the retailers selling the ads. Independent verification helps advertisers avoid paying for inflated results.
Explain it like I’m new here
It's like the school grading its own test — so it's smart to double-check the answers yourself.
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
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