How Can Brands Connect Online Commerce Media With Offline, In-Store Retail Media?

Measurement is one of the aules heels if you will of retail media and it’s not unusual I mean if you look at most media platforms when they started out measurement was indeed the hardest part right the platforms typically did not provide very detailed and granular measurement or accountability and so on so it sort of goes with the evolution of media platforms so retail media is is kind of there now and when the spends were small maybe people didn’t ask a lot of questions about attribution and measurement and so on but now I see it as a great sign when brands are asking for better measurement that means they’re prepared to spend more money or they are spending more money and they want more accountability so so it’s a good thing and like other media formats before it measurement can and will get a lot better right I think you know if you compared to some of the wal Garden philosophies earlier on where it was just buy your campaign we promise it’s going to run well and deliver well and so on retail media has definitive measurability meaning you can actually tie it directly to a purchase why because if you’re advertising on Facebook on Facebook there isn’t any purchase happening right there right so you just sort of hope that some sees you ad there and then ends up in a retailer site and buys and same with search and so on they’re not in the context of purchases happening so it’s harder to measure dollar for dollar okay I spent this much and this is what drove purchase retailers can do that do they have all the plumbing and infastructure there to do it accurately and precisely probably not yet but they can do it meaning the data is available and it’s definitely doable.