As retail media networks (RMNs) in the US compete for advertising dollars, the channel’s measurement limitations are becoming increasingly evident. A key concern for advertisers is the lack of cross-platform consistency. But an overly aggressive focus on standardization could backfire.

Key Question: How is the lack of standardized measurement across RMNs affecting the channel’s growth trajectory?

Key Stat: Most US advertisers (55%) cite a lack of standardization across retail media platforms as the biggest RMN-related challenge.