News•May 19, 2026
What eCommerce Brands Get Wrong About Retail Media Measurement
Retail media networks report ROAS using proprietary attribution rules, creating up to a 63% variation across platforms. eCommerce brands typically operate on six different networks, turning each into its own source of truth and inflating a fragmentation tax. Because the metrics are not comparable, cross‑channel budget decisions become unreliable. An independent measurement layer that applies a single attribution logic—mirroring mobile‑marketing standards—can reconcile these gaps and restore confidence in spend allocation.
