Retailers Inflate Media Asset Values, Threatening $573 Billion Sector Stability, Report Says – Wednesday, February 18, 2026

A new global report reveals that retailers are significantly inflating the values of their owned media assets, causing major disruption in the $573 billion sector. This practice, described as "inherently reckless," underscores an urgent need for more transparent and realistic valuation methods to safeguard financial integrity and strategic decision-making.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

The recently published report exposes a widespread issue of inflated valuations of owned media assets within the retail sector, which is currently estimated to be worth $573 billion. It highlights that industries such as telecommunications and finance are particularly behind in adopting accurate valuation practices for these assets. Retailers are overstating the value of their owned media, which not only distorts the true financial picture but also introduces significant risks to resource allocation and the evaluation of marketing effectiveness. This inflation can lead to misguided investments and strategic missteps, undermining both financial health and operational efficiency. The report emphasizes the necessity for a fundamental shift toward more transparent and realistic valuation frameworks. As owned media assets become increasingly central to retailers’ marketing strategies and overall business models, addressing this issue is critical to ensuring sound financial reporting and strategic planning. The findings serve as a wake-up call for the industry to adopt standardized, evidence-based valuation methods to avoid long-term negative consequences.

Why now?

This report arrives at a pivotal moment as the retail industry intensifies its reliance on owned media assets to engage customers and drive sales. Over the past 6 to 18 months, shifts in consumer behavior and rapid technological advancements have accelerated the move toward digital and owned media channels. This evolution has heightened the importance of accurately valuing these assets to support effective strategic planning and resource allocation. Furthermore, the growing demand for transparency and accountability in financial reporting across industries has brought retail media valuations under increased scrutiny. As a result, the timing of this report reflects broader market pressures and underscores the urgency for retailers to reassess and refine their valuation practices.

So what?

The consequences of inflated owned media valuations extend beyond financial statements. Strategically, retailers risk misallocating budgets and weakening their competitive edge by basing decisions on inaccurate data. Operationally, inflated valuations can lead to ineffective marketing campaigns and suboptimal customer engagement efforts, ultimately impacting revenue and brand loyalty. To mitigate these risks, retailers must implement more rigorous and standardized valuation methodologies that provide a realistic assessment of their media assets. Doing so will enhance financial stability, improve strategic clarity, and enable better alignment of marketing initiatives with actual asset performance.

What this means for you:

• For VPs of retail: Conduct a thorough review of current media asset valuation practices to ensure they are accurate, transparent, and aligned with industry standards.
• For eCommerce directors: Reassess digital marketing strategies in light of more realistic asset valuations to optimize budget allocation and campaign effectiveness.
• For customer experience teams: Align customer engagement initiatives with accurately valued media assets to maximize impact and return on investment.

Quick Hits

• Impact / Risk: Inflated valuations risk financial instability and poor strategic decisions, potentially weakening competitive positioning.
• Operational Implication: Retailers may need to overhaul valuation methodologies to ensure accurate financial reporting and effective resource allocation.
• Action This Week: Review current valuation practices, conduct a valuation audit, and brief executive teams on potential risks and necessary adjustments.