Research Reveals Why Retail Media Measurement Is Lagging Expectations
By Michael Applebaum January 5, 2026
Retail media is maturing faster than the systems used to measure it. New research examines why attribution alone isn’t enough — and how brands can rethink measurement to unlock true incremental value.
As retail media matures, expectations around performance are rising faster than the systems designed to measure it. New research from Northwestern University and Dentsu, shared with The Path to Purchase Institute prior to publication, examines why retail media networks have unified data across channels, but failed to unify how organizations define success.