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# Advertisers plan to boost retail media spend, but doubt the measurement
- URL: https://www.medianexis.com/advertisers-plan-to-boost-retail-media-spend-but-doubt-the-measurement/
- Published: 2026-10-07T18:16:12.000Z
- Updated: 2026-10-07T18:16:13.000Z
- Description: MediaPost’s Ray Schultz reports that a GrowthLoop study, conducted by Ascend2, finds 85% of advertisers plan to increase retail and commerce media network spend over the next 12 months.
- Author: The Signals Desk
- Tags: Retail-media, Ray Schultz, Retail media networks: what advertisers want

**Why it matters.** Retail and commerce media networks that can’t standardize incrementality and cross-partner metrics risk losing budget even as overall category spend rises.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Ray Schultz*](https://www.medianexis.com/tag/by-ray-schultz/) *·* [*read the original*](https://www.mediapost.com/publications/article/418438/edgy-retail-networks-what-advertisers-want-as-the.html?edition=144065&ref=medianexis.com)*.*