As retail media grows in scale and complexity, marketers face a familiar challenge: proving what truly moves the needle. In an ecosystem shaped by algorithms, AI-driven discovery, and blurred lines between paid, owned, and earned media, traditional attribution models no longer tell the full story. This session will explore how leading brands are closing the attribution gap with modern, commerce-native approaches to incrementality. Drawing from real-world case studies, we'll unpack how incrementality can be proven — not just modeled — and why aligning measurement to how consumers and retailer algorithms actually behave is now critical.