""Measurement is becoming more and more important. [For] CPGs, fundamentally, retail media opened up this ability to measure - it wasn't just brand awareness, it wasn't just volume of impressions. And I think we've seen an evolution of what measurement means,""
""I think you really need to push for incremental now. ... Incremental is really where you're getting more bang out of your buck.""
""As we have the broader conversation on where can we invest our dollars, we absolutely need data to understand: Did it work?""
""I think there's a big conversation in the retail media space of, 'Can we trust the data sources we're getting?' 'Do they match what we have?' And that, of course, will continue to raise questions and provide value in the data we're getting back.""
Brands and agencies are pushing for consistent, clear measurement practices to evaluate investments in retailers' ad businesses. Stakeholders emphasize measuring incrementality rather than solely attributable ROAS to determine whether sales occurred because of retail media spend. CPG marketers view retail media as an evolution in measurement that goes beyond brand awareness and impression counts. Companies like Chicory and Mars United Commerce are partnering with retailers to test campaigns, calculate incremental ROAS, and integrate shopper data. Advertisers question the trustworthiness and alignment of retail media data with their internal systems. Stronger, standardized measurement and matching data sources will guide advertising dollar allocation.
Read at Modern Retail
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