Retail Media vs National Media: The Measurement Debate Brands Can’t Ignore

Retail Media Breakfast Club · Apr 22, 2026 · 8m · transcript

Today I dig into a question that’s been coming up more and more from retail media leaders: Should we be measuring retail media the same way we measure national media? It sounds simple, but once you get into it, things get complicated fast. I share insights from experts across my network to unpack why there’s no clean, one-size-fits-all answer, and what brands should actually be doing instead.

I explore the tension between commerce-specific measurement models and traditional marketing mix models. Where each one works, and where they fall apart. I also break down real-world failure modes, who…