By Jay Given, VP, Retail & Brand Strategy, Affinity Solutions
This article marks the conclusion of our three-part series on building smarter, more accountable measurement strategies in retail media. Our series explored the foundational principles of standardization and incrementality, examined how to tailor measurement to diverse product categories and purchase cycles, and unpacked the nuances of test-and-control methodologies in a signal-challenged environment.
If you want to revisit (or visit) the full series:
- Part 2: Mastering Retail Media Outcomes: A Guide to Measuring ROAS Across Diverse Products and Channels
In this final installment, we bring it all together, highlighting how Retail Media Networks (RMNs) can evolve from media sellers to trusted measurement partners. From defining exposure in the age of signal loss to embracing incremental ROAS and organizational design, this post outlines the strategic imperatives for RMNs ready to lead the next chapter of retail media accountability.
Building a smarter measurement strategy for Retail Media Networks
RMNs sit at a unique crossroads. They are retailers, but also publishers. Unlike publishers, who can leave performance validation to third parties, retailers are asked to both sell media and grade their own homework because they control the most valuable data: how customers shop in their stores and online. This position is powerful, but it also comes with responsibility. Suppliers expect not just media delivery but measurement strategies that reveal true incremental outcomes.
Standardization and incrementality as cornerstones
The first step toward trust and effectiveness is standardization. Without clear, consistent definitions of exposure, purchase, and return, every campaign risks becoming an isolated case study rather than a contribution to a unified measurement framework. Incrementality, measuring the true lift from media rather than assumed outcomes, is the north star. Short-term wins built on inflated ROAS numbers often lead to long-term losses in credibility and revenue potential.
Tailoring measurement to purchase cycles
Not all products behave the same in a media environment. High-frequency, low-ticket items (like snacks or household goods) allow for rapid testing with large sample sizes. Low-frequency, high-ticket items (like electronics or furniture) require longer test horizons and more careful interpretation of results. Recognizing purchase cycles and adapting test design ensures suppliers receive guidance grounded in the reality of their category.
Test-and-control: Synthetic vs. observed
Robust test-and-control design is the backbone of incremental measurement. Observed controls, real shoppers not exposed to media, are precise but often limited in scale. Synthetic controls, modeled from shopper cohorts, offer broader application and faster turnaround but depend on strong underlying data. RMNs must develop clear guidance on when to use each, how to define “saw” versus “could have seen,” and how to create test groups that balance scientific rigor with operational agility.
Defining exposure in the age of signal loss
Exposure is no longer a simple binary. As signal loss and lower match rates complicate visibility, the definition of “seen” becomes critical. Is it an impression served, a viewable placement, or a verified on-screen event? Clear standards matter because exposure assumptions cascade into purchase assumptions. Separating assumed from observed purchases and being transparent about what’s available today versus what’s possible with better data builds supplier confidence.
From ROAS to iROAS
Traditional ROAS often masks the difference between correlation and causation. Incremental ROAS (iROAS), measured across campaigns and channels, provides a truer sense of value. RMNs that report only on channel-level ROAs risk encouraging overspend in places where diminishing returns are already setting in. By layering in total market impact with first-party sales data, RMNs can guide suppliers to smarter decisions about budget allocation, balancing short-term outcomes with long-term health.
Final thoughts
Retail media is at an inflection point where precision, collaboration, and agility define success. By grounding measurement in clear incrementality, adopting standardized approaches across channels, and embracing new tools like clean rooms for data sharing and AI driven insights/methodologies, retailers and brands can move beyond surface metrics to capture true business impact.
The path forward isn’t static and it isn’t fragmented at an individual retailer. It requires building dynamic, interoperable measurement systems that evolve with changing signals, shopper behavior, and business needs at the brand level. Retailers who commit to this shared discipline will not only prove the value of their investments but also unlock sustainable growth together with their suppliers.
Getting measurement right is not just about methodology, it’s about organizational design. RMNs need dedicated roles and functions that focus on measurement governance, supplier enablement, and data science. For RMNs just entering the space, the question is: where do I start? Establishing guidelines, shared resources, and playbooks for test setup, staggering promotions, and consistent reporting creates a foundation suppliers can trust.
Here are a few resources to get you started:
- Contact Affinity Solutions to learn more by filling out the form below
