‘There’s a point of diminishing returns’: Why retail media’s reckoning is said to be on the horizon

By Kimeko McCoy for DIGIDAY

Ivy Liu

Digiday’s examination of retail media’s looming reckoning gives Left Off Madison a prominent voice in the debate. CEO Rob Douglas explains why the independent agency cautions clients against overinvesting in retail media networks or approaching them with “blind faith.” Instead, Left Off Madison rigorously audits the available options, comparing RMNs with alternative advertising and data platforms to determine where clients’ budgets will deliver the strongest results.

Left Off Madison President Boris Litvinov deepens that critique by questioning the assumption that retailers’ first-party data is inherently more valuable than comparable third-party sources. He notes that other providers can build similarly relevant, high-propensity audience segments—and challenges retail media networks to demonstrate that their off-site data is genuinely more valuable and credible.

Together, Douglas and Litvinov position Left Off Madison as a thoughtful, evidence-driven advocate for advertisers navigating an increasingly crowded and costly market. Their inclusion reinforces the article’s central argument: with more than 200 retail media networks competing for finite budgets, marketers should demand measurable performance and clear differentiation before committing additional dollars.

Read the full article on DIGIDAY HERE (full article may be behind a subscription-based pay wall)