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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
5 Entities mappedAssociation of National Advertisers (ANA)
US marketing trade association for brand marketers and marketing leaders.
“A new report from the Association of National Advertisers (ANA) suggests that this lack of measurement standards has kept advertisers from s...”
Mondelēz International
Global branded snacks manufacturer and advertiser.
Kenvue
Advertiser / Brand (Buys Ads)Public consumer health brand owner spun out from Johnson & Johnson.
“These executives—from brands like Bayer, Hershey, Kenvue, and Mondelez—also noted that inconsistent measurement across retail media networks...”
EMARKETER
B2B research platform for media, advertising, and commerce intelligence.
“Retail media is a $70 billion business in the U.S., according to Emarketer,...”
Bayer
Diversified life sciences company spanning pharmaceuticals, consumer health and agriculture.
“These executives—from brands like Bayer, Hershey, Kenvue, and Mondelez—also noted that inconsistent measurement across retail media networks...”
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