Shoppers no longer need to be in an owned-retailer environment to complete a purchase, prompting brands to fundamentally rethink their retail media strategies. The emergence of new purchasing pathways — especially social and agentic commerce — is leading to environments where discovery and purchase happen simultaneously. With purchasing journeys becoming increasingly non-linear and fragmented, brands and retailers are pivoting from siloed attribution models to unified, incrementality-based measurement to capture full-funnel value. “The traditional idea of a static media funnel has significantly evolved,” said Moody Khan, vp, RMN measurement…
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