Breaking New Ground: Inside Macy’s Retail Media Transformation (Michael J. Krans, Vice President of Retail Media at Macy’s)

This podcast episode interviews Michael Krans, VP of Macy's Media Network, about the evolution of retail media and Macy's strategies. The discussion covers the shift from ad-attributed sales (ROAS) to incremental ROAS (iROAS) measurement, the importance of longer-term attribution for high-consideration products, and Macy's use of cultural moments (like the Thanksgiving Day Parade) to connect with customers. Krans highlights Macy's focus on personalized content and providing both managed and self-service ad buying options for brands of all sizes. The interview concludes with Krans's optimistic outlook on the future of retail media, emphasizing personalization and meeting customer needs efficiently.