From Attribution to Action: Making Retail Media Measurement Matter (Liz Roche, Vice President of Media, Measurement & In-Store Solutions at Albertsons Media Collective )

You’ve built your career across platforms, agencies, publishers, and now retail media. Looking back, what were the pivotal moments that shaped the way you think about data, measurement, and commercialization today?

Albertsons Media Collective’s iROAS research found that campaign outcomes could vary depending solely on methodology, with the campaigns shifting from positive to negative based on how performance was measured. What did those findings reveal about the current state of retail media measurement, and why do you think the industry has struggled for so long to align on what “impact” really means?

Incrementality has been discussed in retail media for years, but it feels like the conversation is finally shifting from theory into operational practice. What has to change organizationally, technologically, and culturally for retailers and brands to truly measure demand creation instead of just demand capture?

The Martinelli’s campaign is a fascinating real-world example — a 33% sales lift, 65% new-to-brand buyers, and $7.45 in incremental ROAS. Can you walk us through what made that campaign successful and what it taught your team about identifying media that is genuinely driving new customer behavior?

When you look ahead at the future of retail media, data collaboration, and measurement innovation, what are you personally most excited about — and where do you think the biggest breakthroughs are still ahead?