Retail Media Growth Outpaces Infrastructure: Measurement & Standards Lag
IAB Europe6h ago·1 min readAnalytics & Data
AI Summary
Retail media is growing significantly faster than overall digital advertising, but its supporting infrastructure, particularly in measurement and standardization, is struggling to keep pace. This gap is exacerbated by the fact that media sales are not a core business for most retailers, leading to internal complexities and a lack of urgency in adopting industry standards.
⚡ Marketer Insight
The rapid expansion of retail media is creating a measurement and standardization deficit that AI-powered analytics are uniquely positioned to address. Without robust, unified data, the true ROI of these channels will remain opaque, hindering strategic optimization.
#retail media#measurement standards#data infrastructure
Original article
IAB Europe