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The CPG View
The Incremental Wave: Riding the Retail Media Tide Mini Series: Part 1 Shining a Light on Measurement (Skye Frontier, SVP, Growth at Incremental)
Sep 14, 2023
Skye Frontier, SVP, Growth at Incremental, discusses the challenges in measuring incrementality in retail media and the importance of media neutrality. They also explore the hurdles brands face in retail media, integration with existing platforms, and the evolving analytics in the digital landscape.
28:08
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Quick takeaways
- The lack of standardization in measurement practices and fragmentation within retail media networks create challenges in comparing performance and understanding the true effectiveness of retail media compared to other advertising channels.
- Measurement neutrality is crucial in the retail media industry to establish credibility, trust, and transparency, allowing measurement partners to work with all stakeholders and empowering brands to make informed decisions.
Deep dives
Challenges in the Retail Media Industry
The rapid growth of retail media has led to challenges in the industry, particularly in the areas of fragmentation and measurement standardization. With the proliferation of retail media networks and ad types, there is a lack of standardization in measurement practices, making it difficult to compare performance across networks. Additionally, the industry is still far from achieving widespread adoption of measurement standards. This lack of standardization hampers the ability to make apples-to-apples comparisons and understand the true effectiveness of retail media compared to other advertising channels.
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