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# Retail media networks pitch brand-building, but proof is thin
- URL: https://www.medianexis.com/retail-media-networks-pitch-brand-building-but-proof-is-thin/
- Published: 2026-09-22T12:43:45.000Z
- Updated: 2026-09-22T12:43:45.000Z
- Description: Retailers now sell streaming, social and off-site partnerships alongside conversion ads, but most inventory still gets measured by attribution models built for performance, not brand lift.
- Author: The Signals Desk
- Tags: Retail-media, Kimeko McCoy, Retail media networks as brand-building channels

**Why it matters.** Brands must justify six-figure test budgets to prove upper-funnel value, since RMN measurement still defaults to conversion-based attribution.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Kimeko McCoy*](https://www.medianexis.com/tag/by-kimeko-mccoy/) *·* [*read the original*](https://digiday.com/marketing/the-case-for-and-against-retail-media-networks-as-brand-building-channels/?ref=medianexis.com)*.*