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ANA Report Highlights Standardization Gaps in Retail Media Measurement

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ANA Report Highlights Standardization Gaps in Retail Media Measurement

What the study found

An Association of National Advertisers member report released on Tuesday found that 55% of advertisers consider the lack of consistent standards the top barrier to retail media success, despite record ad spending and growth. The report notes that when retail media is expanded to include commerce media networks connecting multiple retailers and partners, ad spending is expected to exceed $100 billion. It also recommends advertisers standardize baseline metrics such as impressions, clicks, viewability, and invalid traffic.

Detail

An ANA member report found that more than half of advertisers view the absence of uniform standards as the primary obstacle to retail media success, even amid record ad spending and growth. When retail media is broadened to encompass commerce media networks linking multiple retailers and partners, ad spending is projected to surpass $100 billion. The report recommends that advertisers standardize foundational metrics including impressions, clicks, viewability, and invalid traffic.