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Summary
As retail media expands across onsite, offsite and in-store environments, buyers are looking beyond basic attribution to determine whether advertising is actually driving incremental sales. In a guest article for The Advertising Club of New York, Tracy Adams, PhD, ARF Senior Director of Research & Insights, examines findings from the second phase of the ARF Retail Media Network Standardization Project, revealing what advertisers and agencies say they need to make retail media measurement more comparable, transparent and trustworthy.
