From Attribution to Action: Making Retail Media Measurement Matter (Liz Roche, Vice President of Media, Measurement & In-Store Solutions at Albertsons Media Collective )
You’ve built your career across platforms, agencies, publishers, and now retail media. Looking back, what were the pivotal moments that shaped the way you think about data, measurement, and commercialization today?
Albertsons Media Collective’s iROAS research found that campaign outcomes could vary depending solely on methodology, with the campaigns shifting from positive to negative based on how performance was measured. What did those findings reveal about the current state of retail media measurement, and why do you think the industry has struggled for so long to align on what “impact”…
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