B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
50%
50% -- respondents saying retail media buying more difficult due to fragmentation for Fortune 1000 brands and agencies decision-makers (2025)
Lighthouse Research Team
Last verified:
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Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
126
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Source Article
Mid-Year Check-In: Are 2025 Media Execution Trends Living Up to the Hype? | Pathlabs
Mid-Year Check-In: Are 2025 Media Execution Trends Living Up to the Hype?
| Pathlabs Marketing |
| August 12, 2025 |
At the start of the year, we released our 2025 Media Execution Trends Report with three core predictions:
Connected TV (CTV) would evolve into a full-funnel, always-on performance cha…
Methodology
2025 study of 126 decision-makers from Fortune 1000 brands and agencies
Methodology documented
Segmentation
Industrymarketing
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Plain Text
Fortune 1000 brands and agencies decision-makers: 50% respondents saying retail media buying more difficult due to fragmentation. Source: (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/retail-media-fragmentation-difficulty-2025
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<blockquote cite="https://lighthousedata.io/data/retail-media-fragmentation-difficulty-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- respondents saying retail media buying more difficult due to fragmentation for Fortune 1000 brands and agencies decision-makers<br><small>Source: (2025) · <a href="https://lighthousedata.io/data/retail-media-fragmentation-difficulty-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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