Attribution Will Make or Break Retail Media

The onus is on networks to measure the value of their data for advertisers

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Over the last year, the retail media space has experienced dramatic growth. Online retailers and legacy retail chains have created huge revenue streams by selling advertising inventory on their websites.

But advertisers’ priorities are shifting—the Association of National Advertisers put out a report in January stating that 42% of advertisers are now questioning their investments in retail media networks. Why the change of heart, and how can retail media networks address their concerns?

Advertisers are confronting continued pressure to prove results as the macroeconomic environment remains uncertain and volatile.


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