Retail Media Networks: Measurement Challenges & Opportunities with Skye Frontier
Автор: Measure Up | Marketing Data & Analytics Podcast
Загружено: 2025-08-27
Просмотров: 73
Ever wonder how Walmart, Kroger, Home Depot, and Instacart are different from a guy in a trench coat? They ask for consent before exposure! Join Simon and Jim as they dive into the often misunderstood world of retail media networks with Sky Frontier, EVP at Incremental.
Discover why retail media is the Wild West of advertising, how it's moving up the funnel, and the unique challenges it poses. Learn about Sky's journey from philosophy to advertising, and why your branded search strategy might need a rethink. Plus, we tackle Amazon's recent Google Shopping mystery – did they just pull off the greatest experiment of all time?
Show Notes:
00:00 Welcome Back and Summer Catch-Up
00:34 AI Measurement Solutions and Future Prospects
01:10 Retail Media Networks: An Introduction
02:21 Guest Introduction: Sky Frontier
04:15 Defining Retail Media Networks
06:46 Challenges in Retail Media Measurement
14:12 Incrementality in Retail Media
18:42 Operational Challenges and Clean Rooms
22:55 Challenges in Retail Media Experimentation
23:41 Econometrics and Granularity in Retail Media
25:18 Synthetic Experimentation and Difference-in-Differences Analysis
28:30 Future Trends in Retail Media
32:28 Amazon's Strategic Shift in Advertising
41:55 Concluding Thoughts on Retail Media Measurement
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