3 Key Themes from Retail Media Pioneers

3 Key Themes from Retail Media Pioneers

1. Measurement and Transparency: A key theme that emerged is the importance of measurement and transparency in retail media. Speakers emphasised the need for standardised metrics, multi-touch attribution, and connecting digital shelf data to media execution to demonstrate the true impact and ROI of retail media campaigns. There was a focus on moving beyond last-click attribution and siloed reporting to gain a holistic view of performance.

2. Internal Collaboration and Alignment: Another major theme was the challenge of breaking down internal silos between teams like marketing, sales, and e-commerce to maximize retail media investments. Speakers discussed the importance of establishing shared objectives, aligning KPIs, and fostering cross-functional collaboration to drive retail media success. Lack of budget ownership and knowledge gaps were cited as key internal hurdles to overcome.

3. Data-Driven Optimization: The use of data and technology to drive optimization emerged as a central theme. Speakers highlighted the value of leveraging first-party data, digital shelf analytics, and AI/machine learning to inform targeting, creative, and media decisions. There was a focus on connecting disparate data sources to gain a more complete view of the customer and make more informed, agile optimizations throughout campaigns.