Retail media networks are feeling new pressure from advertisers who want more than just end-of-funnel conversions. Marketers now expect proof that their ad dollars actually influence consumer behavior, not just capture purchases that would have happened anyway. Without credible evidence of incremental impact, retail media could lose ground in broader media planning.
MMA South Africa has launched a retail media measurement framework that covers data quality, ROAS, attribution, and incrementality, and has opened a 60-day public consultation to establish common standards across the market.
The shift is already happening. At SHOWCASE, the first Retail + Commerce Media Upfront from Ascendant Network, industry leaders made it clear that the old approach isn’t enough. Marketers are asking tougher questions: Did the ad actually drive a new sale? Did it reach someone the brand wouldn’t have reached otherwise? The difference between attribution and true incrementality is now central to where budgets go.
DoorDash Ads recently worked with Circana to measure the real-world effect of a major beverage campaign. The findings: 56% of buyers reached through DoorDash were new customers who hadn’t bought in-store before. A household-level study showed the campaign generated $0.59 in incremental in-store sales per household, according to the official DoorDash announcement.
Industry reporting highlights that buyers increasingly want incrementality tests, but the infrastructure remains uneven because not every retail media network supports robust testing or discloses methodology details.
The variety of commerce environments-grocery, mass retail, restaurants, home improvement, apparel, payments-gives advertisers plenty of consumer insight, but also makes measurement more complicated. Without shared standards and metrics, retail media’s promise as a full-funnel solution is still out of reach. Agencies and brands need to plan retail media alongside other channels, not in isolation.
Events like SHOWCASE signal that retail media wants to be seen as a mature, accountable channel. Presenters shared detailed insights into consumer behavior in their categories, but the bigger opportunity is connecting those insights across categories and moments. Brands want to know not just what people buy, but why and when. That level of understanding requires more accountability and transparency than many networks currently offer.
As the industry moves forward, the message is clear: asking for a bigger role in media plans means meeting higher standards for measurement and accountability. Retail media networks that can prove incrementality, welcome independent review, and standardize reporting will be best positioned to grow. Those that can’t may fall behind as marketers demand stronger proof of impact. This shift in retail media mirrors changes in other sectors, as seen in recent coverage of publishers rethinking their revenue strategies.
Retail media’s future depends on its ability to show not just access to high-intent shoppers, but real evidence that advertising drives incremental growth. Networks that meet this challenge will help shape the next phase of commerce marketing. Those sticking to old metrics risk being left behind.
