It’s been a little while since we gathered in Amsterdam for our Retail Media Impact Summit. But the conversations are still buzzing. From debates to follow-ups and committee discussions, the themes that surfaced are continuing to shape how we think, plan, and collaborate in retail and commerce media today.
So, we thought… why not keep the momentum going?
To round up the week, we’re revisiting some of the standout ideas from the Summit and also highlighting the latest releases from our Retail Media Roundtable podcast series, recorded live at the event.
Whether you’re in 2026 planning mode, building your Retail Media roadmap, or just curious about where all this is heading, check out some of the ideas and content below.
In this roundtable session, attendees discussed the realities of moving from silos to synergy. Teams are calling for a truly omnichannel mindset, tracking performance across every touchpoint: on-site, in-store screens, CTV, DOOH, and beyond.
Installation isn’t the finish line; it’s the starting point.
Post-install efforts must focus on proving ROI, refining audience fit, and building go-to-market clarity through real case studies. You can read more on Zitcha’s website here.
One retailer. One shopper. One strategy.
This message resonated deeply, highlighting the need for integrated planning and better internal collaboration to unlock Retail Media’s full potential.
Another theme we’re still unpacking is incrementality.
A live poll during the Summit found that around 60% of attendees see incrementality as a worthy goal, but not easy to execute today. The conversation that followed was rich.
To support the market on this journey, we’ve partnered with IAB US to release new Guidelines for Incrementality Measurement in Commerce Media, outlining four potential approaches:
While experiment-based methodologies remain the gold standard, model-based and hybrid methods are gaining favour as more scalable and pragmatic options.
The takeaway? Incrementality is absolutely achievable, but only through collaboration, shared frameworks, and improved data accessibility.
You can explore the full write-up here.
We’re also sharing a fresh round of our Retail Media Roundtable podcast episodes that build on some of these conversations and more, offering a mix of perspectives on strategy, activation, measurement, and what’s next.
Listen to all our podcasts here.
We’ll continue spotlighting learnings, examples, and discussions in the weeks ahead, so keep an eye out. And in the meantime, why not head over to our Retail Media Hub for more information, insights and an overview of our work.
