This episode explores one of the key challenges facing Retail Media: securing buy-in from merchants and commercial teams and demonstrating value beyond advertising revenue.
Jason Wescott, Global Head of Commerce Solutions at WPP Media and Chair of IAB Europe’s Retail & Commerce Media Committee, is joined by Lisa Avery, Director of Customer Success EMEA at Zitcha, to discuss why the credibility gap persists and what retailers can do to bridge it.
They explore how Retail Media teams can better connect advertising performance with wider commercial priorities, from product sales and inventory to category growth, and the importance of demonstrating measurable business impact. The conversation also looks at how stronger collaboration between Retail Media, merchandising and commercial teams can help embed Retail Media into broader business planning and unlock long-term growth.
