ANA warns marketers not to over-rely on retail media data
Marketing Dive’s Peter Adams reports that ANA is urging marketers to lean more on independent third parties rather than trust retail media networks’ own numbers. The warning comes as truly neutral measurement vendors in the space grow scarcer.
Why it matters. Marketers who keep relying on retailer-supplied metrics lose an independent check on whether retail media spend is actually working.
Based on reporting by marketingdive.com — Peter Adams · adweek.com.
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