That makes it hard to plan, compare performance, and scale, s sudden growth spurt has several potential headaches for marketers. Consistent measurement is the top concern. re currently following this author! Click to unsubscribe from email alerts. Lara O So, how do marketers feel about the explosion of commerce andretail media networkscompeting for their budgets? Just last week, McDonald's andbanking giant Citibecame the latest entrants to the commerce media scrum.