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# Contributor: retail media builds brands, don’t blame it for marketers’ bad habits
- URL: https://fabric.media/contributor-retail-media-builds-brands-dont-blame-it-for-marketers-bad-habits/
- Published: 2026-09-04T04:17:47.000Z
- Updated: 2026-09-04T04:17:47.000Z
- Description: An Adweek contributor rebuts Mark Ritson’s claim that retail media can’t build brands, citing causal modeling that shows retail media networks rank among the highest-ROI channels for advertisers.
- Author: Fabric.Media Editorial
- Tags: Retail-media, Andrew Lipsman, Retail media can build brands column

**Why it matters.** Advertisers relying on MMMs that exclude retail media risk underfunding a channel that causal modeling shows delivers outsized ROI.

*Signal from* [*adweek.com*](https://adweek.com/?ref=fabric.media) *·* [*Andrew Lipsman*](https://fabric.media/tag/by-andrew-lipsman/) *·* [*read the original*](https://www.adweek.com/commerce/retail-media-can-build-brandsincluding-ways-other-media-cant/?ref=fabric.media)*.*