What eCommerce brands get wrong about retail media measurement

Retail media networks measure within their own closed ecosystems, leading to significant ROAS discrepancies—up to 63%—due to different attribution windows, conversion logic, and baseline definitions.
This fragmentation makes it impossible for brands to compare performance across networks or make informed budget decisions.
Independent measurement provides a consistent layer that reconciles data from all networks, ensuring that the same attribution logic applies everywhere.
This approach, already proven in mobile performance marketing, allows brands to interpret and act on retail media data as part of their broader eCommerce strategy, avoiding the pitfalls of relying on irreconcilable, network-specific reports.