Retail media measurement has become more sophisticated, but that does not always mean it has become more accurate. Brands are increasingly evaluating performance across in-store, onsite and off-site channels, often using different attribution models, methodologies and definitions of success. Ultimately, the quality and reliability of the underlying data plays a major role in determining how confidently marketers can measure success.

This Learning Lab will explore how marketers should think about retail media effectiveness beyond impressions and clicks. The discussion will examine how in-store and off-site media are being measured, where attribution can create misleading conclusions, and how transaction data, sales lift and incrementality can provide a clearer view of what actually influenced purchase behavior.

Attendees will leave with a practical framework for asking better questions about retail media performance and determining whether their media investments are truly driving incremental business results.