Brands need to align internal goals and present a united front when working with a retail media network on strategies. In turn, retailers should give more access to performance data and enable brands to optimize via self-service options. To expand audience reach beyond bottom-of-funnel retail channels, collaborations between brands, retailers, and media companies will play an even bigger role going forward.

Retail media networks may be working on standardization, but a universal measurement system is still a dream. Aside from a sluggish move toward standardization, here are four predictions about the future of retail media networks our analysts gave on our “Behind the Numbers: Reimagining Retail” podcast.

The continued growth and success of retail media hinge on achieving measurement standardization, according to Jeffrey Bustos, vice president of measurement addressability data at the Interactive Advertising Bureau (IAB).

The IAB and MRC propose retail media guidelines to help solve the industry’s measurement problem: The framework is meant to improve transparency and ensure consistency across RMNs.

Attention metrics are moving beyond consumer research into programmatic bidding strategies. But a lack of measurement standards is preventing mainstream adoption, even as AI-generated content threatens to upend engagement rates.

Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.

Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.

Retail media has transitioned from its 1.0 era, defined by on-site search and sponsored product ads, into the era of retail media 2.0, which consists of a mosaic of ads on-site, in-store, and across other media channels. “The opportunity gets much bigger, but realizing the opportunity also gets a lot more complex,” our analyst Andrew Lipsman said on “Behind the Numbers: Reimagining Retail.”

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

Advertisers should worry more about regulation than cookie depreciation: A report from the IAB calls out legislation as the biggest threat to signal loss.

Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

As brands strategize on how best to engage consumers, Mint Mobile is looking to leverage event programming such as live news and sports. In this Q&A, Mint Mobile's Aron North, CMO, discusses the importance of experimentation, and why the brand allocates 10% of its budget for exactly that.

In analyzing the media landscape, the Interactive Advertising Bureau (IAB) is reimagining the future of digital viewership. In this Q&A, the IAB's Eric John, vice president, media center, discussed continuous growth in video advertising and connected TV, why the old model of a million-dollar TV commercial playing once everywhere is gone, and how to make creative work better.

Whether it’s fluctuating viewership or leveraging data-driven technologies to identify the right time and place for brand awareness, there's power in being flexible. In this Q&A, Mediahub's Carrie Drinkwater, chief investment officer, shares where marketing attention is shifting, what clients are looking for, and where new obstacles are rising.

While TV investments have remained resilient, YouTube is looking to drive viewership in a unique, consumer-first way. In this Q&A, Google's Brian Albert, managing director, shares why linear TV is largely going to revolve around live sports and news and connected TV is going to be the main topic in every Upfronts negotiation this year.

Virtual product placements are about to become big business: Both Amazon and NBCUniversal touted new ad units during the NewFronts.