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Paul Brenner, SVP of Global Retail Media and Partnerships at In-Store Marketplace (ISM), and Collin Colburn, VP of Commerce & Retail Media at IAB, explain why in-store retail media investment stalls — and why the cause is organizational, not technological. Their research found brands, merchants, retail media networks and agencies all judge the same in-store campaign against separate scorecards with separate definitions of success. The fix they propose — shopper purchase rate — is deliberately not a new KPI and not a technology rollout. It's a framework for standing existing scorecards up against a single through line: total investment in, total units moved out. Brenner and Colburn work through why imported digital metrics like ROAS produce correlation to a tactic rather than proof in a physical store, what happens to an RMN's ROI model when the store finally gets credit for units sold, why Amazon's share of retail media persists partly because networks don't represent what their own stores contribute, and why the industry's shift from exuberant growth to operational execution makes this the moment for a common measurement language. ▶ CHAPTERS 0:00 The strategic disconnect: what if the barrier isn't technology? 2:00 Colburn on IAB's commerce work; Brenner on 20+ retail media networks 4:25 Why scaling in-store stalls on alignment, not measurement tech 5:10 Independent scorecards: merchant, merchandising, RMN, MMM 6:04 Same campaign, different definitions of success — and none of them wrong 7:29 What breaks when digital-native metrics meet a physical store 8:44 The false sense of precision runs in both directions 9:50 ROAS in-store gives you correlation to a tactic, not causation 12:46 What shopper purchase rate is (and why it isn't a new KPI) 14:19 The "through line": standing scorecards up against units moved 14:56 The RMN that grew in-store digital investment by an order of magnitude 16:20 Why the timing is right: growth phase to operational execution 18:10 RFP reality: from screen-payback ROI models to units-sold credit 19:03 Amazon's share and the unclaimed contribution of the physical store 20:01 A CPG example: traditional ROAS vs. shopper purchase rate 23:07 One year out: from channel orientation to integrated omnichannel 25:24 Staying agile: convening the industry, and talking to people directly ▶ ABOUT THE GUESTS Paul Brenner is SVP of Retail Media and Partnerships at In-Store Marketplace, with 25+ years in media, entertainment and ad tech. Paul Brenner on LinkedIn: https://www.linkedin.com/in/pabrenner/ In-Store Marketplace: https://instoremarketplace.com/ Collin Colburn is VP, Commerce & Retail Media at IAB, where he leads the Commerce Center of Excellence, driving innovation, education and standards across the commerce ecosystem. Collin Colburn on LinkedIn: https://www.linkedin.com/in/collin-colburn/ Read the report discussed in this episode: https://instoremarketplace.com/resource_post/in-store-media-has-a-measurement-problem-just-not-the-one-you-think/ ▶ LISTEN / SUBSCRIBE Apple Podcasts: https://advertalize.com/r/e1c79f465f56d2c5 Spotify: https://open.spotify.com/show/5a7D5JwYfKIhU8pGH2UJtj?si=CbJ_B2mOQRqBYeVXFmHKxg Full episode playlist: https://www.youtube.com/playlist?list=PL-BawE82qIM1wUjSAWiBXBFS8XdQMGlcW Leave a review: https://advertalize.com/r/faaed112fc9887f3 Newsletter: https://aglbrnd.co/r/35ded3ccfb6716ba Connect with Greg Kihlström on LinkedIn: https://www.linkedin.com/in/gregkihlstrom ▶ RESOURCES & SPONSORS The Agile Brand podcast is brought to you by TEKsystems. https://aglbrnd.co/r/2868abd8085a9703 We're proud to be a media partner for #MAICON26 – Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! https://advertalize.com/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. https://aglbrnd.co/r/60a7299222a7bcf1 Start building your own apps with Replit and get $20 off. https://aglbrnd.co/r/93531742a7625a20 The Agile Brand Guide website — articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link. https://www.missinglink.company The Agile Brand with Greg Kihlström® — enterprise marketing technology, AI & CX. 800+ episodes since 2019. #RetailMedia #InStoreMedia #MarketingMeasurement

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