The Fairy Godmother Of Retail Media, Cara Pratt, And Her Agenda At Circana

In today’s episode, I’m diving into one of the biggest challenges facing retail media today: measurement. Retailers may be racing to launch flashy new ad formats and in-store screens, but brands are asking for something far more fundamental — proof that their advertising dollars are working. Enter Cara Pratt, the new President of Global Retail and Media at Circana, who after just 90 days into her role is setting an ambitious agenda to restore trust and bring much-needed consistency to this $60 billion industry.Cara brings a unique perspective, having previously built Kroger’s retail media network from the inside. Now, with Circana’s acquisitions of Nielsen’s MMM business and NC Solutions, she’s championing a more transparent, faster, and accessible approach to measurement. From bridging the divide between trade and media to introducing real-time optimization through Circana’s Liquid Mix platform, Cara is making the case for why retail media needs a neutral arbiter to guide its future.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:25] – Introducing Cara Pratt and her new role at Circana[01:00] – The retail media measurement crisis and why it matters[02:00] – Circana’s acquisitions and what they mean for comprehensive measurement[03:30] – Democratizing measurement with Liquid Mix for smaller brands[05:00] – Bridging the divide between merchant and media teams[06:00] – Real-time optimization and why speed changes everything[07:30] – How Circana is positioned to solve retail media’s trust deficitLinks & ResourcesRead my original Forbes article How Circana’s Cara Pratt Plans To Fix Retail Media’s $60 Billion Measurement ProblemRead Circana's article Circana Completes Acquisition of Nielsen’s Marketing Mix Modeling BusinessRead my Forbes article Retail Media's Next Challenge: Proving Real ResultsRead my 2023 Forbes article Kroger's Cara Pratt On A Mission To End Reckless Retail Media SpendCircana's Liquid Mix platformFollow Cara Pratt, President, Global Retail & Media at Circana on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn