Marketing has a measurement problem that most brands are ignoring

Trevor Testwuide, CEO and co-founder, Measured

The modern consumer today discovers a brand on TikTok, asks an AI assistant for a second opinion, compares prices on a marketplace and finally buys through a retail media network while filling their grocery cart. Every platform in that chain will claim full credit for the sale — most of them will be wrong, and misallocating budget based on that fiction is leaving real revenue on the table.

A structural incentive problem baked into how platforms report performance has quietly become one of the most expensive habits in retail. What looks like marketing ROI on a spreadsheet is often something closer to a loyalty tax: money spent recapturing customers who were already going to buy.

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