RETAIL MEDIA'S GROWING PAINS: HOW TO PUSH FOR TRANSPARENCY BEFORE THE BUBBLE BURSTS

Summary from the TLDR Marketing newsletter

Retail media is growing fast but is plagued by poor transparency, inflated metrics, and uneven data access. ROAS and “new-to-brand” stats often misrepresent actual impact, with platforms claiming credit for sales that would have occurred anyway. Brands risk overspending, especially in off-site campaigns that rely on vague lookalike audiences and come with steep management fees. Choosing between direct retailer platforms and agnostic marketplaces depends on scale, negotiating power, and data needs.