Observed Signal · Oct 16, 2026 · Research Report · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Negative
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.
The report highlights a critical challenge for retail media networks: while budgets grow, operational friction and measurement gaps threaten to drive advertisers away. This is important for AdTech as it signals a demand for faster activation and better measurement tools, potentially shaping platform investments.
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Key Takeaways & Evidence Grounding
- 85% of advertisers plan to increase retail and commerce media spending.
- Half of advertisers wait four days or longer for custom audience segments; 15% wait at least a week.
- 92% would increase spend with faster audience delivery; 85% would pay a premium for same-day fulfillment.
- Nearly half of advertisers wait more than a week for post-campaign performance data.
- 32% of advertisers reduced, paused, or reconsidered investment due to ROI measurement difficulties.
Connected Companies & Entities
1 Entity mapped“The report 'The 2026 Commerce Media Investment Index' is from GrowthLoop and Ascend2.”
Ontology Mapping & Concepts
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Retail Media Enters Maturity as Easy Growth Fades
After five years of rapid expansion, retail media is shifting from early-stage growth to maturity. IAB forecasts 12.1% growth in 2026 while Forrester projects global retail media investment could surpass $300 billion by the end of the decade. Growth to date has been concentrated among a few scaled players and fueled largely by trade and shopper funds (estimated 30–60% of spend), which are now diminishing. The next phase requires attracting incremental media budgets, improving measurement and accountability (particularly incrementality and in-store attribution), and integrating retail media into broader business functions — merchandising, loyalty, ecommerce and operations. The industry faces operational and measurement challenges and will discuss these topics at the IAB Connected Commerce Summit on April 14 in New York City.
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.
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.
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