Observed Signal · Aug 18, 2026 · Report · Source: Adweek · Impact: 3/5 · Sentiment: Negative
ANA: Four Challenges Slowing Retail Media Investment
A new report from the Association of National Advertisers (ANA) finds that inconsistent measurement standards are limiting incremental brand investments in retail media. Retail media in the U.S. is estimated at $70 billion by eMarketer, yet 55% of ANA members cited a lack of measurement standards as the top challenge. Executives from brands including Bayer, Hershey, Kenvue and Mondelez said inconsistent measurement across retail media networks makes it difficult to gauge effectiveness. Retailers are responding by introducing new formats such as streaming and offsite ads and promoting awareness-building capabilities to win additional ad dollars, but measurement gaps remain a barrier to greater brand budget allocation to retail media.
ANA report highlights measurement-standard gaps that limit incremental brand spend in a $70B U.S. retail media market, influencing measurement, budgeting and RMN practices.
Wichtigste Kernpunkte & Evidenz
- Retail media is a $70 billion business in the U.S., according to eMarketer.
- A new report from the Association of National Advertisers (ANA) highlights a lack of measurement standards in retail media.
- 55% of ANA members cited a lack of standards as retail media’s No. 1 challenge.
- Brand executives cited in the report include Bayer, Hershey, Kenvue and Mondelez.
- Retailers are launching new formats like streaming and offsite ads to pursue incremental advertising dollars and build awareness.
Verknüpfte Unternehmen
5 verknüpfte UnternehmenAssociation of National Advertisers (ANA)
Führender US-Branchenverband für Markenverantwortliche, Marketing-Entscheider und Werbetreibende.
“A new report from the Association of National Advertisers (ANA) suggests that this lack of measurement standards has kept advertisers from s...”
Mondelēz International
Globaler Markenhersteller und Werbetreibender im Snack- und Süßwarensegment.
Kenvue
Advertiser / Brand (Buys Ads)Börsennotierter Markenhersteller für Consumer Health, hervorgegangen aus der Abspaltung von Johnson & Johnson.
“These executives—from brands like Bayer, Hershey, Kenvue, and Mondelez—also noted that inconsistent measurement across retail media networks...”
EMARKETER
B2B-Research-Plattform für Marktanalysen, Werbung und Commerce Intelligence.
“Retail media is a $70 billion business in the U.S., according to Emarketer,...”
Bayer
Ein diversifiziertes Life-Science-Unternehmen, das die Bereiche Pharma, Consumer Health und Agrarwirtschaft abdeckt.
“These executives—from brands like Bayer, Hershey, Kenvue, and Mondelez—also noted that inconsistent measurement across retail media networks...”
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