A bigger role for retail media comes with a higher bar for measurement (AdExchanger)

Katie Daleo, General Manager of CPG Ads, DoorDash Ads. Playing a larger role in the media plan comes with a higher bar. If the retail and commerce media categories want advertisers to think beyond the bottom of the funnel, our industry has to make it easier to buy, easier to compare and, most importantly, easier to prove what actually changed because of that investment. […]