Attribution

2026 is delivering both challenges and opportunities for retailers and the retail sector. There is no avoiding the unknowns of supply chain pressures and inconsistent consumer purchasing confidence. However, there are opportunities for retailers that get the in-store and omnichannel experience equation right to spur sales, customer loyalty, and satisfaction. Core pieces of this puzzle…

Criteo bought its way into ChatGPT. Advertisers can now place sponsored products inside artificial intelligence responses, the same way they buy display inventory across the open web. It's a logical move. It's also the clearest signal yet that the ad industry is about to repeat its worst mistake at scale. Picture this scenario: a user…

While Amazon.com entering the big-box format with its largest-ever store will be framed as a push to compete with Walmart and Costco and win more physical baskets, the real story is more focused on attribution and retail media. This is more than an expansion of where Amazon sells products. Rather, it’s expanding where it can…

Retail media is having its gold-rush moment. Nearly every retailer now claims to operate a “retail media network.” The enthusiasm is understandable. Margins are high, the data is valuable, and the investor story practically writes itself. There’s only one issue: most of these so-called networks aren’t networks at all. They’re ad products. Good ones, but…

Heading into 2026, budgets/resources are the top challenge for marketers, according to InMarket’s Predictions Report. As retail media networks (RMNs) remain a popular line item in every CPG marketer’s playbook, the ability to better understand the impact of this spend across key outcomes like incremental sales, visits and return on advertising spend (ROAS) is critical.…

All marketing leaders have been there: you get a monthly sales report from your email manager and then your social manager and then your direct mail manager and by the time you add it up, it’s two times more revenue than what actually happened. At the same time, we know you have to have multiple…

An omnichannel beauty brand sees weak return on ad spend on its Meta ASC campaigns and decides to cut budget. The numbers just aren’t holding up, in-platform or on the backend of its direct-to-consumer site. Two weeks later, the brand notices that DTC revenue has softened — this was expected — along with sales on…

For decades, marketers have operated under a kind of mass delusion: we’ve clung to vanity metrics — e.g., impressions, clicks, and platform-reported conversions — not because they told the whole story, but because they were easy to measure and convenient to believe. These metrics, lobbied by major tech platforms, gave us a reassuring sense of…

As growth in commerce media moves from search into display and further up the funnel into brand budgets, its growth is being held back by limited measuring capabilities. The majority of commerce media today is being measured using last-click attribution, however, upper-funnel brand media rarely drives clicks or is the last touch before a purchase.…

Retail media networks (RMNs) have become one of the fastest-growing segments in advertising. In the United States alone, brands are expected to spend $62 billion on retail media in 2025, according to eMarketer. This includes all advertising sold by retailers across their online platforms, mobile apps, and in-store digital screens. Yet according to Oliver Wyman,…