Retail Media Networks: Brand Building Versus Measurement Challenges

2026-09-25

Retail media networks are being promoted as a tool for brand building, leveraging shopper data. However, concerns persist regarding return on investment metrics, associated costs, and internal budget allocations.

VERA Brief

AI-generated. Grounded in the article and its cited sources.

Retail media networks are promoted for brand building using shopper data, but face challenges with return on investment metrics, costs, and budget allocations. These issues are hindering widespread adoption as a primary brand-building strategy.

Key facts

Retail media networks use shopper data to engage consumers and build brand awareness.
Challenges exist regarding the clarity of return on investment metrics.
The cost of participation and potential internal budget conflicts are concerns.
These factors are reportedly hindering widespread adoption of retail media networks for brand building.
Measuring the impact of retail-specific digital advertising on brand equity is an ongoing effort.

Source: Digiday

Reported by VERA Newswire.