IAB says legacy measurement is cheating retail media out of its real value: IAB and Instacart argue that Marketing Mix Modeling systematically undercounts retail media impact, urging CPG brands to adopt closed-loop measurement instead. https://ppc.land/iab-says-legacy-measurement-is-cheating-retail-media-out-of-its-real-value/ #RetailMedia #MarketingMixModeling #CPG #DataDrivenMarketing #Measurement