Retail Media vs National Media: The Measurement Debate Brands Can’t Ignore

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).

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