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ON-DEMAND WEBINAR

Emerging Best Practices in Retail Media Measurement

Recorded November 12, 2024 

Retail media has quickly risen to become a critically important aspect of commerce marketing in large part because of its ability to deliver what so many other advertising vehicles can’t: measurable business impact.

And thanks to the efforts of the IAB and a growing number of retailer, brand, and agency organizations, the practice of measuring retail media has been steadily evolving and maturing to meet the needs of advertisers across the entire spectrum of consumer engagement. There is still a long way to go, however, before the industry reaches the level of data transparency, reporting accuracy, and measurement opportunities needed to truly unlock the full potential of retail media.

Watch Gretchen Reisner of CVS Media Exchange, Jeffrey Bustos of the IAB, and Gabrielle Williamson of Mars United Commerce have a lively and informative discussion about the current state of retail media measurement and the steps both networks and advertisers must take to keep the industry moving in the right direction.

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MEET THE PANELISTS

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Gabrielle Williamson

Lead Commerce Planning Director

Gabrielle Williamson is Cross-Channel Commerce Lead at Mars United, where she focuses on driving seamless connectivity, omnichannel integration, and holistic strategic partnership growth for clients. Before joining Mars United in August 2023, she worked across AOR brand management and retail marketing in the CPG space, most recently with a leading retail media network. In addition to her client responsibilities, Gabrielle leads publication of Mars United’s groundbreaking U.S. Retail Media Report Card and supports cross-team consulting in the drug, value, c-store, and specialty retail channels.

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Jeffrey Bustos

VP of Measurement, Addressability & Data Center

As VP of Measurement, Addressability & Data Center at the IAB, Jeffrey Bustos is responsible for developing groundbreaking industry standards and guides that enable revenue growth, efficiency, and scale. Through his role at IAB, he has become a visionary leader at the forefront of the digital advertising industry in general and the retail media marketplace in particular. His pioneering work in the latter area includes spearheading critical initiatives such as the Retail Media Buyers Guide, Retail Media Measurement Standards, Data Bias and Modeling, and Data Clean Rooms.

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Gretchen Reisner

Lead Director for Client Insights & Strategy

As Lead Director, Client Insights & Strategy for CVS Media Exchange (CMX), Gretchen Reisner is responsible for overseeing and leading campaign strategy, client reporting and measurement innovation. An industry veteran with over 15 years in strategy and measurement. Gretchen most recently was Director of Business Intelligence for video commerce start-up Firework, where she identified key KPIs for new product launches and developed reporting metric definitions. Prior to Firework, she was the Strategy & Insights lead for beauty brands at Quotient, providing strategy to key clients and delivering lift measurement across promotions, retail media, and influencer campaigns.