Solving retail media measurement – your ultimate guide to earning advertiser trust

This article emphasizes that accurate measurement is the cornerstone of successful retail media networks (RMNs). As RMNs attract a growing share of digital ad spend—projected at 22% by 2025—advertisers demand proof of ROI, with 68% ranking higher ROI as their top reason to increase budgets. However, 41% of advertisers feel RMNs lag in measurement capabilities due to inconsistent standards and walled gardens.

The article provides a comprehensive framework for RMN measurement, starting with essential capabilities: omnichannel coverage, deduplicated attribution, SKU-level precision, lift measurement, and timely, easy-to-access reports. It highlights the importance of flexible attribution logic to align with campaign-specific goals.

A critical insight is the need for user-level data, which ensures unbiased and deduplicated measurement, especially in offsite campaigns where walled gardens limit access. The article recommends using data collaboration platforms to bridge datasets from different parties (e.g., ad platforms and conversion sources).

Key actionable steps include: understanding your campaign use case (onsite vs. offsite, managed vs. self-service, conversion location), preparing engagement and conversion data with campaign mapping, and sharing insights with brand partners through simple, exportable dashboards. Best practices include setting clear expectations, leveraging SKU-level analysis, and offering third-party verification for engagement data.

The Wolt Ads case study demonstrates success: using AppsFlyer's Data Collaboration Platform, Wolt achieved a 32% revenue uplift, 4x ROAS, and improved penetration and category share. The article concludes that measurement builds trust, drives ad revenue, and ensures RMNs remain competitive by simplifying the brand experience.