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JULY 20, 2026 |
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Retail media networks (RMNs) are moving beyond traditional return on ad spend metrics to prove business impact through closed-loop attribution that connects media exposure to actual purchases, both online and in-store. |
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"We have gotten very good at measuring that the campaign was active, and we have started to mistake that for whether a brand is growing," said Shannon Hartmann, group director of media strategy and activation at Kroger Precision Marketing, on a recent Mars United Commerce webinar. |
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The industry now emphasizes long-term growth indicators like household penetration, loyalty, repeat purchases, and category share gains versus competitors. Networks are making performance data accessible through self-service platforms rather than managed service reporting, giving brands real-time visibility into campaign effectiveness. |
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"Advertisers are really pushing networks, asking the harder questions, making sure that their investments are driving the right level of payoff," said Parbinder Dhariwal, VP and general manager at CVS Media Exchange. "The guiding principles from a retail media perspective is thinking about transparency, thinking about access, but also thinking about how your network drives scale." |
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While individual campaign metrics remain important, brands increasingly demand proof that retail media investments contribute to overall business objectives at each retailer. This evolution requires networks to integrate point-of-sale data, loyalty information, and in-store exposure tracking into unified measurement frameworks. |
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CVS Media Exchange recently launched its Core IQ platform to address these needs, using AI to enable faster measurement reporting and real-time campaign optimization based on how consumers respond to messages. |
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In-store digital ads can push consumers to act and encourage exploration of new products. |
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Digital out-of-home (DOOH) ads in apps, at checkout, in the deli, near entrance, and in the pharmacy ranked as the most accepted and positively received zones. Screens on cooler doors and shelves had the most negative reception from shoppers. |
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Personalized offers based on past purchases are the least preferred content type for in-store digital displays, far below current promotions or product information. |
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One of in-store digital advertising’s biggest advantages is its proximity to the point of purchase, offering windows for high-impact campaigns that influence consumer behavior. And consumers’ openness to ads near checkout and in pharmacy lines offers a chance to capture impulse or last-minute purchases in idle moments. |
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