What if the biggest barrier to scaling your retail media investment isn't technology, but a fundamental disagreement on what success even looks like?
Agility requires not just adopting new tools, but also being willing to challenge the measurement frameworks we've grown accustomed to.
Today, we're going to talk about the nuanced world of in-store retail media measurement and why the old rules no longer apply. Specifically, we'll cover:
- Why the standard approach to measuring in-store media, often borrowed from digital, is creating friction and stalling budget growth.
- How to create a unified measurement language that aligns brands, retailers, and agencies around a common definition of success.
- Practical steps to move in-store media from experimental budgets to scalable, repeatable investments grounded in actual product movement.
To help me discuss this topic and ISM and IAB's recent report, I'd like to welcome Paul Brenner, SVP, Global Retail Media and Partnerships at In-Store Marketplace (ISM) and Collin Colburn, Vice President, Commerce & Retail Media at IAB) and Collin Colburn, Vice President, Commerce & Retail Media at IAB.
About Paul Brenner
Paul Brenner is Senior Vice President of Retail Media and Partnerships with 25+ years of leadership in media, entertainment, and ad tech. He has led innovation in audio and broadcast, driving advancements in audience measurement, in-car experiences, and data attribution, and later scaling in-store audio advertising through strategic growth and partnerships. Known for identifying high-impact technology and revenue opportunities, Paul now focuses on evolving the in-store retail media landscape.
About Collin Colburn
Collin Colburn serves as Vice President, Commerce & Retail Media at IAB where he leads the Commerce Center of Excellence. In this role, he drives innovation, education, and standards across the commerce ecosystem to help brands, retailers, and technology partners deliver better media opportunities, customer experiences, and business outcomes. Prior to IAB, Collin led Growth and Go-To-Market Strategy at Horizon Commerce and spent over a decade at Forrester, where he pioneered the firm’s performance marketing and retail media practice. He partnered with B2B and B2C CMOs to advance their marketing strategies, while also expanding Forrester’s Fortune 500 client portfolio. Collin’s insights have been featured in The Wall Street Journal, The New York Times, Digiday, and MediaPost. A popular industry speaker, Collin has keynoted global industry events in addition to being a quarterly guest on Bloomberg TV.
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