> ## Content Index
> Fetch the complete content index at: https://www.medianexis.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Retail media’s measurement win is squeezing out brand spend, MediaPost argues
- URL: https://www.medianexis.com/retail-medias-measurement-win-is-squeezing-out-brand-spend-mediapost-argues/
- Published: 2026-09-29T12:20:35.000Z
- Updated: 2026-09-29T12:20:35.000Z
- Description: MediaPost’s Jessica Haley argues that as Amazon and Walmart perfect bottom-funnel measurement, defensive search spend becomes a fixed cost that absorbs brand-building budget, leaving price and promotion as the only levers when competitors bid on identical keywords.
- Author: The Signals Desk
- Tags: Retail-media, Jessica Haley, Retail media's measurement win is squeezing out brand spend, MediaPost argues

**Why it matters.** Brands must budget defensive retail search separately from growth spend, or upper-funnel brand investment will keep losing the fight against last-click ROAS.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Jessica Haley*](https://www.medianexis.com/tag/by-jessica-haley/) *·* [*read the original*](https://www.mediapost.com/publications/article/418301/add-to-cart-subtract-the-brand-why-distinction-i.html?ref=medianexis.com)*.*