Episode
In-Store Retail Media Measurement Is Broken — Shopper Purchase Rate Explained with Catalyst & In-Store Marketplace
- Podcast
- Retail Media Breakfast Club
- Published
- Apr 29, 2026
- Duration seconds
- 651
- Processing state
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- https://share.transistor.fm/s/72e06036
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Summary
Today I’m sharing highlights from a recent LinkedIn Live I hosted with Paul Brenner from In-Store Marketplace and Michelle Dooley from Catalyst Media Consulting. We dug into one of the most pressing challenges in retail media today: how we measure in-store performance, and whether the industry is actually optimizing for the wrong outcomes. We explored their new research report that proposes a shift away from overly narrow metrics like one-to-one attribution and toward a more meaningful standard: shopper purchase rate. The conversation unpacks why current scorecards are falling short, how in-store media is being misunderstood across stakeholders, and what a more unified, product-movement-driven measurement system could look like. This episode is sponsored by Mirakl Ads Timeline [00:00] – I introduce the core problem: whether we’re measuring in-store retail media the right way [01:04] – Paul Brenner breaks down the gap between RMN tech expectations and real-world retail execution challenges [02:39] – Michelle Dooley explains how “in-store” means very different things across brands, retailers, and RMNs [03:45] – Key research insights: in-store is broader than digital, and product movement is the dominant success metric [06:46] – Introduction of “shopper purchase rate” and why it’s emerging as a better measurement framework [09:00] – Why shopper purchase rate could unify RMNs and merchants around a shared scorecard and shift focus back to in-store effectiveness Links & Resources Full webinar replay: In-Store Retail Media: Are We Measuring the Wrong Things? [New Research] Download the report: In-Store Media Has a Measurement Problem – Just Not the One You Think In-Store Marketplace (ISM) Catalyst Media Follow Paul Brenner, SVP, Global Retail Media and Partnerships @ In-…