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# Retail media’s fragmentation problem, from a brand buyer’s seat
- URL: https://www.medianexis.com/retail-medias-fragmentation-problem-from-a-brand-buyers-seat/
- Published: 2026-10-21T13:21:31.000Z
- Updated: 2026-10-21T13:21:32.000Z
- Description: The Media Leader’s Rob Edwards argues retail media’s growth has outpaced its coherence, leaving brands to reconcile different audience definitions, data and measurement across networks.
- Author: The Signals Desk
- Tags: Retail-media, Rob Edwards, Media Leader: retail media fragmentation paradox

**Why it matters.** Brands gain leverage to demand cross-retailer measurement standards, forcing retail media networks to compete on comparability rather than isolated ROAS claims.

*Signal from* [*uk.themedialeader.com*](https://uk.themedialeader.com/?ref=medianexis.com) *·* [*Rob Edwards*](https://www.medianexis.com/tag/by-rob-edwards/) *·* [*read the original*](https://uk.themedialeader.com/the-retail-media-paradox-a-fragmented-market-with-a-unified-opportunity/?ref=medianexis.com)*.*