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Retail media’s measurement win is squeezing out brand spend, MediaPost argues

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.

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 · Jessica Haley · read the original.

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