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What Marketers Need to Know About Retail Media Measurement

What Marketers Need to Know About Retail Media Measurement

  • ARF ORIGINAL RESEARCH

Retail Media Networks (RMNs) have become a cornerstone of modern advertising, but measurement practices across networks remain inconsistent and difficult to compare. This new ARF study examines 16 major RMNs to uncover how advertising assets, attribution systems, incrementality testing and closed-loop measurement are actually implemented in practice. The findings reveal that while reporting dashboards may appear unified, the underlying measurement systems often rely on disparate sources of retailer data, platform reporting, modeling and privacy-safe integrations. The report offers practical guidance for advertisers evaluating retail media investments and highlights the growing need for industry-wide measurement transparency and standards.

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2025 TOP MEMBER QUESTIONS with ANSWERS

2025 TOP MEMBER QUESTIONS with ANSWERS

The ARF Knowledge Center provides secondary research services for ARF and ARF-MSI members on a broad range of topics, especially in advertising, marketing and research best practices. Continuing the core trend from previous years, members tended to ask questions specific to their category or business interests. However, there were also a few hot topics that popped up across membership, such as sports marketing and sponsorships, influencer marketing and AI. In addition, there were some larger, broader trends in themes specific to each constituency, outlined below.

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