For years, in-store media measurement has been the “Wild West” of retail, leaving brands to wonder if their ads are actually reaching eyes or simply playing to empty aisles. In this high-energy panel from What’s In Store for Retail Media Networks at NRF 2026, experts from the IAB, Albertsons Media Collective, Iceland Foods, and Walkbase tackle the industry’s most existential question: What actually qualifies as a “viable” in-store impression? Building on the IAB’s latest framework, the group dissects the “Three Ps” — Play, Presence, and Pairing — and debates why waiting for perfect standards is the quickest way to stall a multi-billion dollar opportunity.
The discussion moves beyond abstract theory into the operational grit of managing thousands of physical locations. From Adam Smith’s “simple to buy, detail on demand” philosophy to Liz Roche’s mission to isolate media as the causal variable for sales lift, the panelists explore how to bring “clickstream-level” transparency to the grocery aisle.
Watch this session to learn how retailers are overcoming organizational hurdles to align merchandising with media, and why 2026 is the year the industry stops guessing and starts proving impact over impressions.
Speakers:
Collin Colburn – VP of Commerce & Retail Media, IAB
Ben Reynolds – VP of Business Development, Walkbase
Liz Roche – VP of Media and Measurement, Albertsons Media Collective
Adam Smith – Head of Retail Media, Iceland Foods