At our upcoming Retail Media Impact Summit, leading retailers, brands, and tech providers will gather on 24th September in Amsterdam to explore the innovations, strategies, and partnerships shaping the future of Retail Media in Europe. Across a packed agenda of keynotes, debates, and practical case studies, attendees will gain actionable insights to maximise the impact of their Retail Media investments.
One of the sessions set to provide a valuable perspective is “Advancing Incrementality Measurement”, which will examine how brands and retailers can move beyond traditional KPIs like ROAS to truly understand the incremental impact of their media investments. The session will feature experts, including our Retail Media Consultant Yara Daher, as well as Stanislas Lajouanie, VP Brands EU & LATAM at LiveRamp, who will share his experience working with global brands on this critical topic.
We caught up with Stanislas ahead of the event to hear his thoughts on incrementality measurement and what he’s most looking forward to at the Summit.
"Incrementality is about comparing two groups - one exposed to ads and one not - where the only difference between them is the campaign itself. This allows us to isolate and highlight the real impact of advertising on in-store sales with a high degree of confidence. It’s also a crucial complement to MMM and MTA: while those approaches provide broader or more continuous measurement frameworks, incrementality delivers a snapshot in time - a clear picture at time T - that shows the direct lift generated by a campaign. That’s why it’s such an important topic for us to address at the Retail Media Impact Summit, where precision and accountability in measurement are at the core of the conversation."
"We’re in a challenging time where brands are under pressure to prove the value of every marketing investment, and clear performance KPIs are more important than ever at the C-level. In many ways, the CFO has become the new CMO, demanding accountability and tangible business outcomes from marketing spend. This is why incrementality is so essential today: it demonstrates the true, causal impact of a platform or campaign on business results, cutting through noise and correlation to show what is actually driving growth."
"We help make collaboration possible by addressing the trust gap between retailers and brands: retailers are reluctant to share their data directly with brands, and brands face the same hesitation in return. By introducing a trusted third party and a secure, privacy-safe environment, we enable data collaboration without compromising control. This approach allows both sides to unlock real value — for example, by measuring the true impact of brand campaigns on sales, both in-store and online, using retailers’ transactional data within a unified platform. In the end, data collaboration is not just about sharing data, but about building the confidence and infrastructure to generate actionable insights that benefit the entire ecosystem."
Examples :
"What excites me most about the Retail Media Impact Summit is the opportunity to bring together retailers, brands, and technology partners around the same table to discuss how retail media can truly drive business outcomes. It’s a rare moment where the entire ecosystem aligns on innovation and collaboration - and especially on how we measure success. Measurement is at the heart of accountability, and I’m looking forward to exchanging ideas, sharing success stories, and exploring how we can collectively raise the bar for impact in retail media."
Stanislas Lajouanie and other industry leaders will be joining the Retail Media Impact Summit
The Retail Media Impact Summit, taking place on 24th September in Amsterdam, is the must-attend event for Retail Media professionals, bringing together leading voices from across the ecosystem for an interactive day of knowledge-sharing, practical workshops, and high-level debate.
Although the Summit is now sold out, the conversations don’t stop there. The insights and outcomes from the day will feed directly into our Retail & Commerce Media Committee, which continues to shape standards, share best practices, and tackle the key challenges facing the market. From transparency and measurement to off-site activation and in-store innovation, the committee will be driving forward the workstreams that matter most for the industry’s growth.
Find out more about how to get involved in our blog post here.
