How Agencies Shape Retail Media Strategy and Budgets

Retail Media Summit panel on agencies, planning, and measurement

This panel explains how agencies influence Retail Media strategy, measurement, and budget allocation. The discussion covers planning standards, advertiser expectations, performance proof, and how agencies evaluate retailer media opportunities.

Video summary

Retail media agencies play a crucial role in shaping measurement and budget strategies for brands, retailers, and media owners. By understanding the complexities of retail media, agencies can help bridge the gap between desired outcomes and actual performance.

Key takeaways

Agencies act as mediators between brands and media, facilitating collaboration and strategy development. Retail media platforms require clear metrics to demonstrate incrementality and contribution to sales goals. Technology, particularly AI, will bring more clarity and ease to complex retail media strategies.

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Thought leaders from the previous stage

Portrait of Colin Lewis, retail media thought leader and speaker at the Retail Media Summit

Colin Lewis

Retail Media Works

Portrait of Steve Dennis, author and retail thought leader speaking at the Retail Media Summit

Steve Dennis

Author of Remarkable Retail and Leaders Leap

Portrait of Shish Shridhar, Global Retail Lead at Microsoft and speaker at the Retail Media Summit

ShiSh Shridhar

Retail Global Lead, Microsoft

Portrait of Roger Dunn, retail expert from RETHINK Retail speaking at the Retail Media Summit

Roger Dunn

Top Retail Expert, RETHINK Retail

Portrait of Andrew Lipsman, retail media analyst and consultant speaking at the Retail Media Summit

Andrew Lipsman

Leading Retail Media Analyst & Consultant

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