Solving retail media measurement – your ultimate guide to earning advertiser trust

Summary

This article emphasizes that accurate measurement is the cornerstone of successful retail media networks (RMNs). As RMNs attract a growing share of digital ad spend—projected at 22% by 2025—advertisers demand proof of ROI, with 68% ranking higher ROI as their top reason to increase budgets. However, 41% of advertisers feel RMNs lag in measurement capabilities due to inconsistent standards and walled gardens.

The article provides a comprehensive framework for RMN measurement, starting with essential capabilities: omnichannel coverage, deduplicated attribution, SKU-level precision, lift measurement, and timely, easy-to-access reports. It highlights the importance of flexible attribution logic to align with campaign-specific goals.

A critical insight is the need for user-level data, which ensures unbiased and deduplicated measurement, especially in offsite campaigns where walled gardens limit access. The article recommends using data collaboration platforms to bridge datasets from different parties (e.g., ad platforms and conversion sources).

Key actionable steps include: understanding your campaign use case (onsite vs. offsite, managed vs. self-service, conversion location), preparing engagement and conversion data with campaign mapping, and sharing insights with brand partners through simple, exportable dashboards. Best practices include setting clear expectations, leveraging SKU-level analysis, and offering third-party verification for engagement data.

The Wolt Ads case study demonstrates success: using AppsFlyer's Data Collaboration Platform, Wolt achieved a 32% revenue uplift, 4x ROAS, and improved penetration and category share. The article concludes that measurement builds trust, drives ad revenue, and ensures RMNs remain competitive by simplifying the brand experience.

Analyst Note

The article's emphasis on measurement fragmentation in retail media networks (RMNs) is a timely industry signal: as RMNs claim a growing share of digital ad spend (22% by 2025 per eMarketer), the lack of standardized, precise measurement threatens their credibility. What's notable here is how the piece frames user-level data and SKU-level attribution as non-negotiable—this directly challenges the walled-garden approaches of major platforms like Amazon or Instacart, which often limit transparency. For UA managers and monetization strategists, the practical impact is clear: brands will increasingly demand deduplicated, lift-based metrics before shifting budgets from traditional digital channels.

The competitive angle is sharp—by positioning its Data Collaboration Platform (DCP) as uniquely capable of accessing user-level insights within walled gardens, AppsFlyer implicitly targets incumbents like Nielsen or IRI that rely on panel data. For ad ops teams, the key implication is that RMN measurement must move beyond basic click-through rates to mirror the sophistication of upper-funnel attribution, or risk losing budget to more transparent alternatives. The article’s call for simplified, self-service reporting also reflects a broader trend: as RMNs scale, they must match the ease-of-use that brands expect from Google or Meta.