Tesco Media: Retail media measurement to ‘come of age’ in 2025
Measurement has been a challenge for advertisers navigating the rapid growth of retail media, but 2025 promises a rise in benchmarks and standardisation.
Retail media measurement is set to “come of age” in 2025 as advertisers, retail media networks, agencies and partners increasingly leverage customer and media data, according to Tesco Media’s client strategy manager, Ed Sellier.
“We believe that the retail media industry is in its young adult phase,” he said on Friday (17 January) during a webinar for Tesco Media’s 2025 ‘Shape What Britain Buys’ report.
