The rising tide of retail media ByFelicia Nwosu Retail media is fast becoming a powerful component of the global advertising market, giving brands direct access to consumers close to the point of purchase. But as spending continues to rise, marketers are confronting a growing measurement challenge: proving how much value the channel creates beyond the sales directly attributed to individual retailers. The concern is becoming more pressing as brands seek to move beyond clicks, conversions and return on advertising spend to establish whether retail media is generating genuine incremental growth across the wider business. Research highlighted by Circana found that 75 percent of consumer packaged goods retail media campaigns drive impact beyond the initial retailer, while fewer than 20 percent of marketers measure those effects holistically. In one analysis, an online retailer represented 15 percent of total sales but generated 25 percent of total incremental impact, with 75 percent of that impact realised in-store.