Retail Media’s Trust Problem: A Frank Industry Admission
Retail media has moved from niche to center stage, but its rapid rise has come with a credibility gap. Many brand marketers see retail networks as a source of short-term promotional dollars rather than a trusted media channel. That perception is reinforced when networks report self-attributed wins tied to trade budgets instead of performance-driven national brand spending. If networks want true media budgets, the industry must shift from internal reporting to independently verifiable outcomes.
Building Credibility: A Framework for Transparency
The Power of Standardized Measurement
Standardized measurement from bodies such as IAB and MRC is not optional. Following these guidelines and embracing independent auditability ends the practice of grading your own homework. Deterministic data, driven by loyalty programs and known customer identities, replaces probabilistic guesses with linkable results. When networks present metrics that are reproducible and auditable, media buyers can compare retail media against other channels and allocate national brand budgets with confidence.
Beyond Walled Gardens: Open Data & Omnichannel Insight
First-party data from loyalty schemes like ExtraCare is the backbone of credible retail media. That data should be used to measure total category impact, not only retailer sales, and to connect digital exposures to in-store activity. Open ecosystems and strategic partnerships enable consistent omnichannel attribution across online, in-store screens, and audio. This approach allows buyers to measure lift that includes store visits and basket outcomes, offering a clearer return on ad spend.
The Future of Retail Media: Accountability Drives Growth
Accountability creates a virtuous cycle: transparency builds trust, trust attracts national brand budgets, and those budgets fund better experiences for shoppers. CVS Media Exchange under Parbinder Dhariwal’s leadership illustrates how a commitment to open measurement and deterministic data can set a new baseline for the industry. The path forward is clear. Retail media networks that adopt standards, enable independent verification, and prioritize interoperable partnerships will capture long-term investment and legitimacy.
Action for executives: publish measurement standards, open data connections, and invite third-party audits. The industry will either evolve or be judged by skeptical marketers. The choice should be obvious.
