Connected TV (CTV) ads are skyrocketing, leaving advertisers navigating new ad loads on platforms like Netflix and Disney+ while grappling with the challenges of measuring ROI in the streaming domain.

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).

A multidimensional influencer strategy calls for the integration of affiliates and ambassadors. However, it also begs the question: How can marketers effectively work with influencers in the affiliate channel?

VideoAmp and iSpot are coming for Nielsen’s crown: The two companies announced a major funding round and acquisition, respectively, while Nielsen makes adjustments.

US buyers’ most valuable metric when assessing campaign performance on retail media networks isn’t return on ad spend (ROAS) or ROI. It’s incrementality, according to May 2022 data from Criteo.

Nielsen reverses stance on Amazon first-party football data: After networks and industry groups cried foul, Nielsen won’t include Amazon data in its panel currency.

What is Nielsen doing with big data? The company announced a new currency days before the Media Ratings Council meets to approve it.

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.

YouTube moves away from third-party measurement for co-viewing: The platform’s decision to use its own data for trading purposes has advertisers worried.

Five US states currently have comprehensive consumer data protection laws in effect. With five more state privacy laws on the horizon, advertisers need to get up to speed with compliance.

With third-party cookies being phased out and surveys being prone to biases, marketers will become increasingly reliant on experiments to test the effectiveness of their campaigns, Isaac Gerber, director of commercial insights, North America at Captify, said on a recent Tech-Talk Webinar.

Retail media spans a broad and growing merchant list, from marketplaces (Amazon) to department stores (Macy’s) to ride-sharing apps (Uber).

Though there’s still a ways to go, retail media is evolving toward a system that’s media- and retailer-agnostic, offering unfettered visibility and optimization potential, increased transparency, and better outcomes for retailers, advertisers, and consumers.

Retail media is moving from its initial state (search and on-site display ads) up the funnel toward social, open web, and connected TV. As retail media networks move into their next era, they should leverage partnerships to explore new channels, said Evan Hovorka, vice president of product and innovation at Albertsons Media Collective.

Marketers have a wealth of opportunities throughout the buyer’s journey to leverage generative AI. Here's how to use it effectively at each stage of the customer life cycle.

More than half (53%) of US TV advertisers say a lack of common metrics is a challenge to integrating linear and digital campaign data, according to Yahoo Advertising. Creating a holistic framework and navigating walled gardens’ data-sharing rules are hurdles for about 40% of TV advertisers each.

Last year, Overstock.com streamlined its business and focused solely on home furnishings and furniture. To court a more targeted audience, Overstock leaned on its first-party data to develop more personalized ad campaigns and employed brand ambassadors to showcase the company's ability to provide consumers with high-quality products at a reasonable price. We spoke with Angela Hsu, Overstock’s CMO, ahead of her session at CommerceNext in June.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

US retail media ad spend will hit $45.15 billion this year, an increase of almost 20% over 2022, according to our forecast. Growth will accelerate each year through 2027, when we expect spend to reach $106.12 billion.