Retail media’s measurement reckoning: IAB data shows 73% of buyers still stuck on proof as Coles360, Endeavour Group, Metcash and brands split over standardisation, incrementality and the race to the bottom (Mi-3)

By Nadia Cameron - Publisher | Editor. How much standardisation and measurement is needed to keep the financiers happy brand-side, while also avoiding a potential race to the bottom on performance and recognising the contextual nuances of Australia’s broad breadth of retail media networking offerings and inputs was the tension point across the ecosystem. […]