Story 6 of 7 · 21 July 2026
NORA report finds measurement is the most consistent constraint on retail media growth
What happened
NORA's 2026 State of Play report used input from more than 60 brands, retailers and practitioners across Australia and New Zealand. Across its survey groups and interviews, measurement was the most consistent constraint on retail media growth, while attribution and return on ad spend did not provide enough proof of incrementality.
Confirmed details
The report found that early and mid-stage operators face constraints in resourcing, workflow maturity, data integration and internal coordination, even as media buyer demand remains strong.