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# eMarketer: retail media needs proof beyond owned-channel data
- URL: https://www.medianexis.com/emarketer-retail-media-needs-proof-beyond-owned-channel-data/
- Published: 2026-10-16T13:48:23.000Z
- Updated: 2026-10-16T13:48:23.000Z
- Description: eMarketer’s Sarah Marzano reports that retail media’s next challenge is demonstrating how retailer data actually improves advertising performance off of retailers’ own owned and operated channels.
- Author: The Signals Desk
- Tags: Retail-media, Sarah Marzano, eMarketer: retail media must prove incremental value

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Sarah Marzano*](https://www.medianexis.com/tag/by-sarah-marzano/) *·* [*read the original*](https://www.emarketer.com/content/retail-media-must-prove-how-retailer-data-improves-advertising-beyond-owned-channels?ref=medianexis.com)*.*