Retail media is no longer an “add-on.” For many food and beverage brands, it is becoming one of the most controllable levers for growth.📈 At Effective, Retail Media Networks are a core part of how we build modern media plans, and Instacart is one of the most important platforms in our toolkit. Food and beverage companies often ask us to model paid media investments to achieve revenue milestones. The almost guaranteed revenue of RMN investments allow us to forecast ecommerce

‼️Performance reporting can be dangerously misleading.  Not because the data is wrong, but because the measurement window is too short. If we only optimize what happens immediately, we undervalue what happens weeks and months later. This is especially common in paid search, where short attribution windows can hide long-term effects and push budgets in the wrong direction. Two blind spots drive this: 1️⃣ Short-term optimization can leave major value unmeasured Google × WARC re