More retail media spend = More measurement scrutiny

In this episode, Kiri explores the rapid growth of retail media, which is expected to see over $10 billion in new ad spending in the US by 2025. Despite its increasing importance, brands face significant challenges in measuring the effectiveness of their investments, due largely to disparate data systems between retailers. Kiri delves into insights from a report by Skai and the Path to Purchase Institute, discussing how brands are improving their measurement capabilities and the industry's strides toward standardization. Key topics include the complexities of cross-channel consumer behavior, the limitations of single-channel measurement, and the evolving landscape of retail media networks' measurement solutions.Link to Kiri's Forbes article mentioned on the topic: https://www.forbes.com/sites/kirimasters/2025/02/05/as-retail-media-spending-soars-brands-face-a-measurement-crisis/CHAPTERS:(00:00) About Today's Topic(01:19) About the Show(01:40) Introduction to Retail Media Measurement Challenges(02:47) The Importance of Retail Media(03:11) Measurement Standards and Challenges(04:02) Cross-Channel Shopping Behavior(04:23) Traditional Measurement Solutions(05:13) Fragmented Measurement Solutions in Retail Media(05:57) Progress and Future Directions(06:56) OutroSOCIAL LINKS:Website: https://www.retailmediabreakfastclub.comLinkedIn: https://www.linkedin.com/in/kiri-masters/YouTube: https://www.youtube.com/@retailmediabreakfastclubApple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKbPRODUCED BY:https://aipodcast.ing