In a recent Digiday article by Kimeko McCoy, Mile Marker Agency’s Chief Analytics Officer, Anthony Costanzo, shared his take on the evolving landscape of retail media—and why advertisers are placing a renewed focus on transparency, strategy, and full-funnel media investment.

The article, titled “Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel”, outlines how marketers are beginning to shift from isolated performance metrics to more strategic, long-term planning. For brands and agencies alike, the conversation is no longer just about ROAS—it’s about media performance transparency and understanding the full impact of every dollar spent.

A Full-Funnel Future Comes With Tougher Questions

Retail media has moved beyond simple bottom-funnel tactics. As brands increase their investment across awareness, consideration, and conversion stages, the pressure is on platforms to provide accurate, holistic measurement.

Anthony Costanzo, who leads analytics at Mile Marker Agency, calls attention to a growing concern: retailers are monetizing audience data, but often don’t have the scale or transparency to activate it effectively.

“Retailers know their audience data is valuable and that they can monetize it—but they don’t always have the scale to activate it without relying heavily on lookalike audiences,” Anthony explained in the article.

That means brands may think they’re reaching qualified, in-market shoppers—when in reality, they’re paying premiums to target adjacent audiences with limited insight into effectiveness.

At Mile Marker Agency, retail media transparency isn’t a checkbox—it’s a foundational principle of our retail media strategy. From channel planning to real-time reporting, our approach ensures that brands always know where their budget is going, and what they’re getting in return.

Whether we’re working with mid-market brands or large-scale enterprise clients, we believe in shared visibility, flexible reporting, and results that are measurable across the entire funnel.

If you’re navigating the complexities of full-funnel media investment—or questioning the real ROI behind your retail media buys—you’re not alone. Many marketers are realizing the need for clarity, consistency, and control in how retail platforms deliver performance.

Read the Full Digiday Article
To explore the full conversation, read Anthony Costanzo’s insights in Digiday:

Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel

Looking for a Transparent, Strategic Media Partner?

If you’re ready to elevate your marketing with a partner who prioritizes transparency, agility, and measurable growth, Mile Marker Agency may be the right fit.

Contact Mile Marker Agency

We’re here to help you navigate the evolving media landscape with confidence.