Why is it so hard to measure in-store retail media effectiveness?

While the rise of eCommerce has impacted brick-and-mortar retail, marketers are still assigning big budgets to in-store marketing campaigns. Having access to customers at the point of sale is still incredibly beneficial for brands. However, measuring the effectiveness of in-store retail media has always been a challenge.

To find out why, and how the industry can address this challenge, click here for the full blog.