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Lead DevelopmentFACT · 4/5•29 Sept '26•Via The Drum

Retail Media Networks Revive Multi-Touch Attribution

Within a week in September 2026, two major retailers announced new multi-touch attribution (MTA) capabilities for their retail media networks. Albertsons Media Collective launched an incrementality-based MTA built with LiveRamp and piloted by PepsiCo, while Best Buy Ads released its own in-house MTA within My Ads. The author, Kiri Masters, questions the revival given MTA's fall from favor, but analyzes retailer incentives: MTA may serve as a tool to unlock brand budgets, which are larger than performance budgets, by justifying higher CPMs and measuring full-funnel impact. Retailers see demand from shopper marketing teams, but brands and consultants express skepticism about MTA's accuracy, data access, and black-box nature. The article contrasts retailer-owned systems with independent tools like Clerdata, Incremental, Keen Decision Systems, and Circana, and discusses limitations of the Albertsons-LiveRamp partnership, which is grocery-exclusive and excludes Google Search and Amazon.

•Albertsons Media Collective announced Retail Media Incrementality-Based Multi-Touch Attribution on September 17, 2026, built with LiveRamp and piloted by PepsiCo.
•Best Buy Ads confirmed its own multi-touch attribution, built in-house, going live on September 30, 2026, within My Ads.
•Albertsons' MTA connects impression-level exposure across its channels, offsite media, and participating platforms (including Google DV360, Google Ad Manager, Perion) against transaction data.

Entities:Albertsons Companies LiveRamp PepsiCo Best Buy Google Perion Incremental Circana Meta

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