Retail media has entered a new era. As brands continue shifting investment into retail media networks, one challenge has become increasingly clear: growth is outpacing measurement consistency.
The ANA's newly released Retail Media Measurement Standardization report highlights what many marketers, agencies, and retail media networks have experienced firsthand. While retail media is projected to continue growing rapidly, a lack of common measurement standards is making it difficult for advertisers to consistently evaluate performance across networks. The report identifies measurement standardization as one of the industry's most pressing priorities and proposes an initial framework to improve comparability, transparency, and confidence in outcomes.
At Albertsons Media Collective, we believe this conversation is both timely and essential.
The Industry Has Reached an Inflection Point
Retail media has evolved from an emerging channel to a core component of modern marketing strategies. ANA notes that retail media spending is expected to continue expanding significantly, reaching nearly $90 billion.
As investments increase, so do expectations.
Brands want more than performance metrics. They need measurement frameworks that allow them to:
- Compare results across retail media networks
- Evaluate investments with confidence
- Understand true incremental business impact
- Optimize campaigns quickly and make budget decisions rooted in performance
Without common standards, comparing performance across networks can become challenging because differences in attribution windows, audience definitions, identity resolution methodologies, and reporting practices can produce different outcomes from similar campaigns.
Recently, we partnered with Ovative Group and Northwestern University Kellogg School of Management to evaluate 42 campaigns and found that reported iROAS could vary by 6.5x on average and 83% of campaigns could flip from positive to negative based solely on methodological choices.
When methodology can materially shift performance narratives, leadership and decision-makers must clearly and comprehensively understand what sits beneath the number.
Why Standardization Benefits Everyone
The ANA report makes a compelling point: outcome metrics can only be trusted when foundational metrics are measured consistently.
For brands, standardized measurement creates greater confidence in investment decisions.
For agencies, it enables more effective cross-network planning and optimization.
For retail media networks, it helps establish transparency and demonstrates the full value of retail media within the broader media ecosystem.
At Albertsons Media Collective, our approach is grounded in performance and accuracy through transparent practices, consistent methodology, and understanding of results.
We clearly define how our incrementality is measured, including how test and control groups are constructed, which behavioral and purchase signals are used, and how incremental revenue is isolated. Advertisers should have a confident understanding of what sits beneath the reported number.
Ultimately, standardization strengthens trust across the industry. Methodologies are documented and applied systematically at The Collective. Stability builds trust and enables meaningful, longitudinal decision-making and partnerships.
As retail media matures, brands increasingly expect the same level of rigor, consistency, and comparability that exists in more established advertising channels. The ANA's framework represents an important step toward achieving that goal.
Moving Beyond ROAS
One of the most important themes emerging from industry discussions is the need to look beyond a single measurement lens.
While ROAS remains an important metric, marketers are increasingly focused on broader business outcomes, including:
- Incremental sales
- New-to-brand acquisition
- Lifetime value
- Category growth
- Household penetration
Standardized definitions and methodologies can help ensure these metrics are interpreted consistently across networks, allowing brands to gain deeper insights into what is truly driving growth.
The Importance of Collaboration
No single organization can solve measurement fragmentation alone.
The ANA report underscores the value of collaboration between advertisers, agencies, measurement partners, and retail media networks. Industry groups, standards organizations, and leading media networks all have a role to play in creating a more consistent framework for the future.
At Albertsons Media Collective, we view collaboration as a cornerstone of progress toward collective growth. The most effective solutions emerge when retailers and brands work together to align on objectives, measurement approaches, and business outcomes.
What This Means for the Future of Retail Media
The future of retail media will not simply be defined by bigger budgets.
It will be defined by:
- Greater transparency
- Stronger measurement foundations
- More comparable outcomes
- Improved accountability
- Better business decision-making
As the industry continues to evolve, measurement standardization will play a critical role in helping marketers unlock the full value of retail media investments.
The ANA's report provides an important starting point for the next phase of industry maturity. We welcome the ongoing dialogue and believe that continued collaboration will help create a stronger, more effective retail media ecosystem for brands, retailers, and consumers alike.