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.
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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 mapped“A new report from the Association of National Advertisers (ANA) suggests that this lack of measurement standards has kept advertisers from s...”
“Retail media is a $70 billion business in the U.S., according to eMarketer.”
“These executives—from brands like Bayer, Hershey, Kenvue, and Mondelez—also noted that inconsistent measurement across retail media networks...”
“These executives—from brands like Bayer, Hershey, Kenvue, and Mondelez—also noted that inconsistent measurement across retail media networks...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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ANA updates retail media measurement standardization
The Association of National Advertisers (ANA) is issuing a "Retail Media Measurement Standardization" report offering recommendations for brands to demand third-party measurement, transparent methodologies, standardized definitions of outcomes and a 14-day loopback window when evaluating retail media networks (RMNs). The guidance was developed by an ANA subcommittee that convened more than 40 brands' heads of media and was reviewed with several RMNs — including Walmart, Albertsons, Target-linked Roundel, Instacart, CVS Media Edge and BJ’s — though Amazon did not respond. The framework builds on a 2024 baseline metrics report from the MRC and IAB. Measurement vendors IAS and DoubleVerify were cited as likely validators, with DoubleVerify noted as being acquired by Nielsen.
Retail Media Silos and Measurement Hamper Growth
Executives at an ADWEEK House panel held at the Possible conference in Miami discussed persistent challenges slowing retail media growth despite forecasts of nearly $70 billion in spend this year (per Emarketer). Panelists—representing retailers, commerce media networks, brands and adtech firms—said Amazon and Walmart capture the majority of retail media dollars with operating models that are difficult for most retailers to replicate. That concentration, combined with issues around profitability, measurement, collaboration and lack of standardization, has contributed to slow or uneven expansion of many retail media networks and repeated network “resets.” The discussion highlighted the need for better measurement and cross-industry alignment to unlock broader retail media profitability and scale.
Retail media budgets grow; advertiser patience wanes
A new report, 'The 2026 Commerce Media Investment Index' from GrowthLoop and Ascend2, reveals that while 85% of advertisers plan to increase retail and commerce media spending, they are losing patience due to slow audience activation, weak measurement, and limited first-party data access. Half of advertisers wait four days or longer for custom audience segments, and only 11% get same-day delivery. 92% would increase spend with faster audience delivery, and 85% would pay a premium for same-day fulfillment. Measurement remains a pain point: nearly half wait over a week for post-campaign data, and only 32% consistently use results to improve targeting. The report underscores that operational speed and measurement are becoming critical budget criteria for retail media networks.
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