The power of retail media metrics
Brands collaborating across multiple retail media networks grapple with inconsistent metrics, complicating their ability to gauge campaign effectiveness and maximize customer impact. However, with the notable presence of drug store retail media networks, RMNs are changing the game by adopting the Interactive Advertising Bureau and Media Rating Council measurement standards. This sets a new benchmark for standardized measurement
in retail media.
Embracing standardization will drive better results for all retail media stake-holders. Advertisers gain a more transparent, reliable and efficient way to assess their campaigns, while retailers capture the perspective they need to optimize in-store media strategies. Standardized measurement also can help overcome the challenges of a fragmented retail media landscape, increase advertiser confidence and foster a more innovative and competitive ecosystem.
The primary culprit for the fragmented retail media landscape is a lack of consistent data across platforms. With each RMN operating on different metrics and reporting standards, advertisers struggle to gain a holistic view of their campaign performance, making it difficult to compare results. Fragmentation also leads to inefficiencies in media buying.
The absence of standardized measurement practices produces a lack of confidence in the effectiveness of retail media investments. Advertisers may question the reliability of the data they receive and the true impact of their campaigns.
The inability to integrate data from multiple sources further compounds data reliability issues. This uncertainty
can hinder the growth of retail media, as advertisers may hesitate to allocate larger portions of their marketing budgets to this channel without a clear understanding of its ROI.
Standardized measurement provides a consistent framework for evaluating metrics, allowing advertisers to gain a more comprehensive understanding of their campaign’s effectiveness. In the pharmacy sector, advertisers are increasingly looking to leverage in-store media to reach health-conscious consumers.
Furthermore, retail media is expected to surpass connected TV, digital audio and traditional TV advertising combined by 2027. However, 42% of advertisers don’t plan to change their retail media ad spend through 2026 due to the lack of RMN measurement standardization.
By adopting industry-standard metrics, drugstores can provide advertisers with reliable and comparable data. This increased investment can lead to the development of more targeted and personalized content, enhancing the customer experience and driving sales.
Industry standards also empower drugstores to optimize their in-store media strategies. Analyzing campaign data through the lens of standardized metrics enables them to identify areas for improvement, focus on delivering high-quality content and other benefits.
Among the metrics enhanced by standardized measurement, impression counting stands out as a critical component. This metric forms the basis for evaluating campaign reach, frequency and effectiveness.
CMX’s adoption of standards moves the industry in the right direction. Increased confidence among advertisers will likely lead to higher investments in this growing channel. Moving toward standardization also will spur innovation as retailers and advertisers collaborate to enhance the shopping experience.
The future of retail media lies in standardization, and those who embrace it will be well-positioned to drive long-term growth and success.
