More retail media spend = More measurement scrutiny

Retail Media Breakfast Club · Feb 12, 2025 · 7m

In this episode, Kiri explores the rapid growth of retail media, which is expected to see over $10 billion in new ad spending in the US by 2025. Despite its increasing importance, brands face significant challenges in measuring the effectiveness of their investments, due largely to disparate data systems between retailers. Kiri delves into insights from a report by Skai and the Path to Purchase Institute, discussing how brands are improving their measurement capabilities and the industry's strides toward standardization. Key topics include the complexities of cross-channel consumer behavior…