Today I dig into a question that’s been coming up more and more from retail media leaders: Should we be measuring retail media the same way we measure national media? It sounds simple, but once you get into it, things get complicated fast. I share insights from experts across my network to unpack why there’s no clean, one-size-fits-all answer, and what brands should actually be doing instead.

I explore the tension between commerce-specific measurement models and traditional marketing mix models. Where each one works, and where they fall apart. I also break down real-world failure modes, who should actually own measurement, and the critical mindset shift brands need to make before they even start analyzing performance. If you’ve ever struggled to reconcile ROAS, MMM, and retail media impact, this episode will give you clarity (and a few strong opinions).

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – The big question: Can retail media and national media be measured the same way?
[01:00] – Why different objectives require different measurement frameworks
[02:00] – The “camera lens” analogy: why one model can’t do it all
[03:15] – What goes wrong when brands force a single MMM across everything
[04:00] – How measurement issues start influencing business decisions (in the wrong way)
[05:00] – Who really owns measurement: brands, agencies, or retail media networks?
[07:30] – The maturity gap: why not all brands are ready for advanced measurement
[08:15] – The key takeaway: define the job of each dollar before measuring success

Links & Resources

• Recap of my LinkedIn Live with Jordan Witmer from SALT XC: Whoever Owns the Budget Determines What Retail Media Is Allowed to Be
• Read my related articles:
  • iROAS results can be easily gamed. But we shouldn't just throw it away
  • 'Not 100% altruistic': ad measurement veteran on what retail media is really optimizing for
  • Why ROAS Refuses To Die
• I'm hosting a LIVE event with In-Store Marketplace and Catalyst Media Consulting on April 22 about In-Store Retail Media: are we measuring the wrong things? We'll discuss New Research on the state of in-store retail media measurement — and why the path forward may actually be simpler than the industry is making it. REGISTER HERE
• Follow my new Instagram account for comedy skits about the quirks of retail media @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn