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.

At CES 2026, marketers discussed the rise of agentic AI in media transactions, viewing it as a practical business tool despite its early stage. The role of creators is evolving, with influencers transitioning into media companies, while retail media budgets are shifting to incorporate off-site placements and better measurement.

Retail media advertisers are encouraged to move beyond the narrow focus on return on ad spend (ROAS) metrics to better understand the effectiveness of their advertising strategies. A new study highlights the financial growth of retail media but warns that over-reliance on ROAS can lead to wasted spending and missed opportunities for higher ROI. A more holistic approach to measurement is necessary to fully leverage the potential of retail media channels.

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.

PayPal is launching a retail media solution aimed at empowering small businesses to tap into the burgeoning $100 billion retail media advertising market. This initiative will allow these businesses to leverage PayPal's platform for targeted advertising, enabling them to reach new customers and compete effectively in the digital advertising landscape.

Tubi has positioned itself as a leading platform for streaming advertising by introducing new ad products and partnerships tailored for specific industries during the Interactive Advertising Bureau’s NewFronts. With a focus on performance and bespoke solutions, Tubi aims to enhance ad effectiveness for marketers targeting its predominantly Gen Z and millennial audience. Notable developments include partnerships with Amazon for retail media integration and innovative ad formats designed to improve viewer engagement.

Sam's Club is transforming in-store retail media from a testing phase into a scalable performance model by investing in technology, measurement, and coordinated marketing strategies. Their Member Access Platform allows for effective advertising that connects member engagement to sales outcomes, setting a new standard in the retail media landscape. With plans for significant growth in experiential marketing, Sam's Club aims to redefine how retailers leverage their physical spaces for advertising.