Why retailers are reviving MTA (Part 2)

Why are retail media networks bringing back multi-touch attribution (MTA) when many marketers consider it outdated? In part 2 of my MTA series, I explore why Albertsons Media Collective and Best Buy Ads are investing in MTA, and how better measurement could help retailers unlock national brand advertising budgets beyond sponsored products.I also look at the limits of current MTA solutions, why measurement matters when brands choose retail media networks, and three questions retailers should ask before building their own attribution capabilities. Plus, I preview the next big question in commerce media: are retail media networks growing market share or simply stealing conversions from other platforms? This episode is sponsored by GrowthLoopTimeline[00:35] — Why the industry may be wrong about MTA being outdated, and why retailers see a different opportunity.[01:51] — The case for earlier measurement signals, and why market share and quarterly marketing mix models aren't enough for week-to-week decisions.[03:26] — The real incentive behind retailer MTA investments: unlocking national brand advertising budgets beyond sponsored products.[05:39] — Why measurement capabilities matter when brands are choosing which retail media networks deserve a place in their media plans.[07:42] — Where Albertsons and Best Buy's MTA solutions differ, and why brands still face gaps in cross-platform measurement.[11:31] — The three-part test for deciding whether a retailer should build MTA in the first place.[12:39] — A preview of part three: Are commerce media networks growing share or stealing conversions from other platforms? Links & ResourcesThis is part 2 of my series on MTA. Part 1) Do brands really want MTA? Part 2) Why retailers are reviving MTA [What you're listening to right now!]Part 3) Is MTA past its expiration date? [Subscribe to get it!]Check out the discussion in the LinkedIn comments after I shared part 1 of this MTA seriesRead my related articles:RMNs Are Launching MTA. Do Brands Want It? [Part 1]Best Buy Ads’ showcase moves on from the sponsored product ad (The Drum)Kiri Masters: Why retail media networks are resurrecting multi-touch attribution (The Drum)Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn