Advertisers plan to boost retail media spend, but doubt the measurement
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.
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 · Ray Schultz · read the original.
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