Retail media measurement matures with first-party data integration

Closed-loop retail media measurement is maturing on first-party data and clean rooms, with platforms enabling brands to join first-party data with exposure and conversion data at an aggregate level.

The numbers

15% Percentage of advertisers who strongly trust retail media measurement today.
62% Buyers citing lack of measurement standards as a top challenge.
$69.33B Projected 2026 US retail media market size.

Sources

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