Shoppers no longer need to be in an owned-retailer environment to complete a purchase, prompting brands to fundamentally rethink their retail media strategies.
The emergence of new purchasing pathways — especially social and agentic commerce — is leading to environments where discovery and purchase happen simultaneously. With purchasing journeys becoming increasingly non-linear and fragmented, brands and retailers are pivoting from siloed attribution models to unified, incrementality-based measurement to capture full-funnel value.
“The traditional idea of a static media funnel has significantly evolved,” said Moody Khan, vp, RMN measurement strategy at Circana. “There was a heavy focus on engaging shoppers and driving them down the funnel. It’s not that this doesn’t exist anymore, but there are moments where the funnel collapses. For brands, this means thinking about their media strategy differently: understanding where their shoppers are engaging today and where they’re converting, and evolving with them.”
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