Retail Media’s Growing Pains: Why Advertisers Should Expect More

Retail media is booming – but growing fast isn’t the same as growing up. As retailers turn their websites, apps, and store displays into ad platforms, brands are pouring in serious dollars, drawn by promises of high-intent shoppers and rich first-party data.

The challenge? Many networks still lack the basics: consistent metrics, clear pricing, and transparent reporting. That makes it difficult for advertisers to know what they’re truly paying for. And in a high-spend environment, that uncertainty carries real risk.

Still, this isn’t a dead end. Retail media can and should become a lasting, measurable part of the digital ad landscape. But to get there, advertisers need to start asking harder questions, pushing for more transparency, and holding networks to the same standards they expect from other platforms. Here’s how to take a more practical, clear-eyed approach when evaluating retail media investments.

Understand what you’re really getting

Retail media often promises precision, but the reporting doesn’t always back that up. Each network defines success a little differently, using proprietary metrics and self-reported outcomes that can’t easily be compared or independently verified. What counts as a “conversion” on one platform might mean something entirely different on another.

Instead of accepting surface-level stats like impressions or clicks, advertisers should dig deeper. Ask how those results are calculated. Where is the data coming from, and can it be independently verified? Is there any connection to in-store sales, loyalty data, or point-of-sale systems? If those answers are vague or access is limited, that’s a red flag. A credible network should prove not just what happened, but how it ties back to real business outcomes.

Getting that clarity starts with direct questions: How do you define a view or conversion? What attribution window are you using? Can we see raw data or only aggregated dashboards? Is there third-party verification or a tie to offline sales? Asking these questions doesn’t just reveal how performance is measured – it sets expectations and builds accountability from day one.

Evaluate value, not just cost

Retail media often comes with a premium price tag, sometimes rivaling national digital campaigns or even broadcast. But expensive doesn’t always equal effective. Too often, advertisers pay top dollar for placements with limited reach, minimal targeting, and shallow reporting.

This is especially true in physical retail. In-store screens, for example, are usually priced by impressions. Yet an “impression” near the checkout line, where every shopper passes, isn’t the same as one buried in a low-traffic aisle. Both may cost the same, but their impact isn’t comparable.

To know if the spend is justified, push beyond price. Ask: Who is this really reaching? Do you have data on viewability or dwell time? Can exposure be linked to sales lift or engagement? How do results stack up against other digital channels?

Look for networks that offer more than just reach estimates, ones that can connect exposure to behavior, either online or offline. If the return isn’t clear, it’s a sign to shift budget toward channels that deliver measurable impact for the same or lower cost.

Push for built-in transparency

Too many retail media networks still operate like a black box with limited visibility into how ads are served, measured, and priced. That may have been tolerated when budgets were small, but at today’s scale, it’s unacceptable. Advertisers need transparency that’s baked into the relationship, not offered as a favor.

The best way to get there is to set expectations up front. Make transparency a requirement in every contract: access to raw performance data, real-time playback logs, third-party verification where available, and full visibility into how audiences are modeled and results are calculated. Specify how often reports will be delivered and in what format. The more specific you are up front, the fewer surprises down the line.

Not every network will meet those standards – and that’s the point. If a partner can’t explain their data or refuses to share key performance details, take it as a signal to reassess. In a high-stakes, high-spend environment, vague answers don’t just slow progress; they add risk.

Raise the bar

Retail media has real potential, but it won’t get there unless advertisers actively push for higher standards. That means being clear about what expectations, asking tough questions, and rewarding partners who deliver measurable, verifiable results.

A good place to start is with a simple checklist: Are metrics clearly defined? Is reporting timely and detailed? Can results be tied to sales or customer behavior? Is pricing aligned with performance, not just foot traffic or screen count? Use that checklist to guide negotiations and hold partners accountable. If a network doesn’t measure up, be ready to push back or walk away.

Retail media doesn’t have to be perfect. But it does need to be accountable. Setting consistent expectations across platforms, whether the ad runs in an app, on a screen, or at checkout, advertisers can help raise the bar for the entire category. The goal isn’t more retail media. It’s smarter, more effective retail media that earns its place in your long-term strategy.