Brands should expand their measurement of retail media effectiveness beyond just return on ad spend (ROAS). A study by Criteo suggests using metrics like average order value and the number of new-to-brand shoppers for a more comprehensive view of ad performance.

The retail media sector is facing significant challenges due to a lack of transparency and reliance on misleading metrics, which can lead to inflated advertising costs for brands. To navigate this immature marketplace effectively, brands must demand accountability, evaluate their advertising strategies critically, and understand the true impact of their investments to avoid falling into the pitfalls seen in past tech booms.