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ISM's Paul Brenner and IAB's Collin Colburn on why the old rules no longer apply to retail media measurement
What if the biggest barrier to scaling your retail media investment isn't technology, but a fundamental disagreement on what success even looks like?
Agility requires not just adopting new tools, but also being willing to challenge the measurement frameworks we've grown accustomed to.
Today, we're going to talk about the nuanced world of in-store retail media measurement and why the old rules no longer apply. Specifically, we'll cover:
- Why the standard approach to measuring in-store media, often borrowed from digital, is creating friction and stalling budget growth.
- How to create a…
The skinny
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