Given how fast the world of retail media networks has exploded in the last five years, it’s little wonder than any marketer using it gets a major headache when trying to assess which platform worked best — in part because side-to-side comparisons are near impossible to pull off.
Digiday has learned that the ANA is hammering out some guidelines around standardization of retail media measurement, on behalf of its member base of marketers — and with some input and feedback from a handful of major retail media networks (RMNs) including Walmart, Albertsons and Target (but not Amazon — yet).
The marketer industry organization today plans to issue its “Retail Media Measurement Standardization” report, which offers a multi-point set of recommendations for brands to ask of RMNs before, during and after spending budget on any number of those platforms. They include asking for valid third-party measurement and validation, demanding transparency into measurement methods, logic and definitions, standardizing a 14-day loopback window, asking for more complete performance context beyond just attributed sales and, most importantly, get the same definition for what “outcomes” mean.
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