Why Your Attribution Model Misses Retail Media Networks

Episode notes

Episode 116 of Marketing Analytics with Fexingo dives into a blind spot that's quietly undermining marketing measurement: retail media networks. Lucas and Luna explore how Amazon, Walmart, and Instacart's ad platforms operate as walled gardens, capturing purchase data that traditional attribution models never see. They walk through a concrete example - a CPG brand running sponsored product ads on Amazon - and explain why last-click, first-touch, and multi-touch models all fail to account for incremental lift when the same customer also saw a TV ad or a social post. The hosts also unpack the 'halo effect' where retail media boosts sales on other channels, and why standard attribution double-counts or misses it entirely. With retail media ad spend projected to hit $60 billion in 2026, ignoring these networks means your marketing ROI is systematically wrong. Lucas and Luna discuss how to integrate retail-media data via clean rooms or third-party measurement partners, and why the biggest challenge is getting brands to share post-purchase data back into the attribution tool. If your dashboard doesn't include retail media, your budget is leaking.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

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