Retail media is the new battleground for attribution

Keen in the News
Date Published
May 14th, 2025

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Retail media now represents a major share of marketing budgets, but many brands are leaving ROI on the table. In this Drum article, Bradley Keefer, CRO of Keen, explores how brands can optimize retail media investments by reallocating spend within networks, addressing attribution challenges with marketing mix modeling, and identifying opportunities for incremental growth across retailers and tactics.

Continue reading the Drum article here.

Related resources

Keen's "2024 Performance Insights & Strategic Investment Guide," open to Chapter Seven, "Media Channel Performance," discusses where marketers should reallocate their budgets for improved ROI.
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