Retail media networks pitch brand-building, but proof is thin

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.

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 · Kimeko McCoy · read the original.

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