电通：2026重构零售媒体测量体系：以协同营销运营与统一度量标准驱动品牌增长报告（英文版）-三个皮匠报告

1、2 0 2 62 0 2 6RETHINKING RETHINKING RETAIL MEDIA RETAIL MEDIA MEASUREMENTMEASUREMENTHow to Align Marketing Operations and Unify Measurement for Brand GrowthI N P A R T N E R S H I P W I T H02R E T H I N K I N G R E T A I L M E D I A M E A S U R E M E N TR E T H I N K I N G R E T A I L M E D I A M E

2、A S U R E M E N TINSIDE01THE OMNICHANNEL CONSUMER AND THE FRAGMENTED ORGANIZATION02THE NEW ECONOMICS OF GROWTH03MEASUREMENT AT THE CORE OF ALIGNMENT04THE PATH FORWARD:ALIGNING ORGANIZATIONS WITH UNIFIED MEASUREMENT03R E T H I N K I N G R E T A I L M E D I A M E A S U R E M E N TR E T H I N K I N G R

3、 E T A I L M E D I A M E A S U R E M E N TRESEARCH FOUNDATIONAt dentsu,we help the worlds leading brands make an impact for their business.In a proprietary report dentsu is set to publish in January 2026,41%of Global CMOs say they are increasing their investment in Retail Media Networks(RMNs).Howeve

4、r,Retail Media Networks have become both an innovative solution and a source of strain.They connect advertising to real sales,provide a view of the shopper journey,and promise to unify marketing performance under one accountable system;yet behind this promise lies deep tension.Budgets collide.Teams

5、disagree on what“incremental”means.Retailers seek to monetize their data,while brands fight to preserve objectivity in measurement.Everyone wants proof after all,2 in 3 U.S.shoppers say they pay“close attention”to the products advertised by the online stores and marketplaces where they shop but no o

6、ne agrees on what proof looks like.This paper explores those contradictions.It looks at how Retail Media unifies and fragments in equal measure,how integration creates as much friction as it solves,and how measurement can serve as both the cause and the cure of that turmoil.The perspective is built

电通：2026重构零售媒体测量体系：以协同营销运营与统一度量标准驱动品牌增长报告（英文版）（29页）.pdf

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