The Incremental Wave: Riding the Retail Media Tide Mini Series: Part 1 Shining a Light on Measurement (Skye Frontier, SVP, Growth at Incremental)

In this podcast episode, the speakers delve into the fast-evolving world of retail media, highlighting both its challenges and opportunities. They point out the current lack of standard measurement practices, which makes it tough to compare performance across various platforms and accurately gauge return on investment. The discussion underscores the necessity of neutral, third-party measurement to eliminate conflicts of interest and provide a clearer picture of retail media's true impact. Additionally, they explore how predictive analytics can empower brands to forecast and optimize their retail media budgets, focusing on measuring genuine incremental sales—those directly linked to advertising—rather than just ad-attributed sales. The episode wraps up by stressing the importance of agility and real-time data for making informed decisions in this ever-changing landscape.