In-store media has shifted from a nice-to-have to a critical pillar of modern retail strategy—driving shopper engagement, brand lift, and measurable ROI. This session explores how the industry’s approach to measuring in-store media performance has matured dramatically in 2024, thanks to smarter technology, better attribution models, and stronger collaboration between retailers and advertisers.
Expect a deep dive into this year’s biggest advancements, including real-time analytics, audience verification tools, and the integration of digital and physical shopper data. But the conversation doesn’t stop there—this session also looks ahead to what 2025 will demand. Panelists will unpack the push for global measurement standards, the growing emphasis on integrated cross-channel reporting, and the pressure from advertisers for more transparency, consistency, and proof of performance.
Whether you’re building an in-store media network or investing in one, this session offers a clear view of where measurement is headed—and how to stay ahead of rising expectations.
Yara Daher, Retail Media Consultant, IAB Europe