NextNow / Archive

Article type: News Brief

Retail Media Is Entering Its Measurement Reckoning

Retail-media networks built their value around first-party data and closed-loop attribution. As investment climbs, brands are demanding common standards, credible incrementality and evidence that reported returns translate into genuine business growth.

The Tool Consolidation Cycle Has Begun

Enterprise teams are moving from accumulating applications to defining which systems truly deserve budget and operational dependence.