Source: Beet
Retailers running their own ad networks have little incentive to independently verify performance metrics, creating a structural conflict of interest that advertisers are finally calling out. Amazon, Walmart, and Target control both the inventory and the measurement of it, meaning brands have to trust that click-throughs, conversions, and ROI numbers haven't been inflated to justify higher ad spending. As CPMs rise and budgets tighten, this measurement gap—where the seller grades its own work—is becoming the retail media industry's legitimacy problem. The industry faces pressure toward either third-party audits or advertiser skepticism.