The RMN Fragmentation Problem
With 200+ RMN networks using incompatible attribution windows, measurement fragmentation is the defining problem of retail media — creating a clear opportunity for warehouse-native normalization.
Scale
Amazon + Walmart = 84% of all RMN ad spend in 2025; 200+ networks competing for 16%
Before
Fragmented measurement — Walmart uses 14-day attribution windows, Kroger uses 7-day; cross-platform comparison nearly impossible
After
IAB incrementality measurement frameworks released October 2025; adoption still slow despite standardization efforts
Key Insight
Any brand managing multiple RMNs needs a data warehouse as the normalization layer. The brand that controls the data warehouse controls the normalization.
In a Snowflake Conversation
The 'who wins the measurement standard' question in RMN is open. The brand that controls the data warehouse controls the normalization — that's the Snowflake opportunity.
My Read
Practitioner commentary coming soon.
Relevant Conversations