Buyers say retail media measurement is costing networks real money
The Drum’s Gordon Young reports that new ARF research of 13 major buyers finds five have cut or dropped retail media investment over measurement problems, with two citing it as the primary reason.
Why it matters. Networks that cannot standardize definitions and disclose methodology now risk losing budget outright, not just credibility, as buyers reallocate spend toward more auditable alternatives.
Signal from thedrum.com · Gordon Young · read the original.
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