This episode explores the complex landscape of retail media measurement, focusing on insights from the Path to Purchase Institute's Retail Media Guild report and industry experts. The discussion highlights the difficulties retailers face in achieving standardized and transparent measurement practices, the evolution of retail media networks from grassroots initiatives to self-contained businesses, and how varying retailer objectives complicate the establishment of universal metrics. It also addresses the substantial challenges of retrofitting existing systems for robust ad tracking and the complicated dynamics of trust between brands and retailer-provided metrics. Finally, the episode considers the economic motivations behind investment in retail media technology and the potential role of demand-side aggregation in advancing the industry.

Link to Kiri's blog post discussing this in detail: https://www.retailmediabreakfastclub.com/p/02577c5a-e017-452a-9ef1-cb9c233db75d/

PRODUCED BY:

CHAPTERS:

(00:00) About Today's Topic

(00:52) About the Show
(01:14) The Origins of Retail Media Networks
(01:30) Home Depot's Retail Media Journey
(02:24) Emerging Models in Retail Media
(03:29) Challenges in Advertising Measurement
(05:02) The Importance of Standardization
(07:06) Distrust in Retailer Metrics
(08:29) The Role of Technology in Retail Media
(09:23) Is Retail Media Worth the Investment?
(10:58) Future Trends and Industry Optimism
(11:42) Conclusion and Final Thoughts
(12:08) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

YouTube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

The Other Side of the Story: Why Retailers Struggle with Media Measurement and Standardization

Retail Media Breakfast Club