The Future of Retail Media Measurement | Mediar Solution

Retail media is undergoing a seismic shift, with measurement and attribution taking center stage in the race for standardization. The latest indicator of this evolution is Jeffrey Bustos’ move to Dentsu, where he will lead their retail media measurement strategy. Having played a pivotal role at the IAB in advocating for industry-wide standards, Bustos’ appointment underscores just how seriously agencies are taking measurement, attribution, and the push for consistency across platforms.

Why This Matters for Retail Media Measurement

Retail media, particularly in-store retail media, has long lacked standardized measurement frameworks, making it difficult for brands and retailers to assess campaign effectiveness. While digital retail media has made strides in developing benchmarks and attribution models, in-store media remains largely fragmented. Brands are left navigating a landscape where different retailers provide varying metrics, and the effectiveness of trade promotions is often evaluated with limited transparency.

Bustos’ move to Dentsu signals an industry-wide acknowledgment that measurement must evolve to keep up with the rapid growth of retail media. It also raises important questions: What will standardized retail media measurement look like? How will brands and retailers adapt to more rigorous attribution models? And perhaps most crucially, how will in-store retail media measurement catch up to its digital counterpart?

Mediar Solutions: Leading the Charge in In-Store Retail Media Measurement

At Mediar Solutions, we are closely following these industry shifts because in-store retail media and trade promotions remain largely unstandardized. While agencies and ad-tech firms work toward establishing universal metrics for digital retail media, we’re bridging the gap in physical retail spaces by developing robust measurement tools that give brands and retailers clear, actionable insights.

Here’s how we’re driving the future of in-store media measurement:

📊 Shopper Behavior Tracking – We go beyond sales uplift to measure how in-store media influences shopper movement, engagement, and purchase decisions. By analyzing in-store foot traffic and interaction with retail media touchpoints, brands can gain a deeper understanding of what drives consumer behavior.

📍 Attribution Beyond Sales Uplift – Traditional retail media measurement often relies solely on sales lift, but this approach fails to capture the full picture. We provide insights into which in-store activations actually drive conversions, whether it’s a digital display near a checkout line, an endcap promotion, or a secondary shelf placement.

🔍 Retailer-Agnostic Benchmarking – One of the biggest challenges in retail media measurement is the lack of consistency across different retailers. Mediar Solutions provides brands with a standardized way to compare performance across multiple stores and regions, ensuring that marketing decisions are based on reliable data rather than siloed, retailer-specific reports.

The Industry is Evolving—Are You Ready?

With major agencies investing in retail media measurement talent and technology, the momentum toward standardization is undeniable. Brands and retailers that embrace these changes early will be better positioned to optimize their in-store media strategies, allocate budgets more effectively, and drive measurable results.

At Mediar Solutions, we’re not just following the evolution of retail media measurement—we’re shaping it. As in-store media continues to gain traction, our tools empower brands and retailers with the data they need to measure, optimize, and scale their campaigns effectively.

Jeffrey Bustos’ move to Dentsu is another step toward a future where retail media measurement is as sophisticated and standardized as its digital counterpart. The question is: How prepared is your brand for this transformation?

Want to learn more about how Mediar Solutions is redefining in-store media measurement? Let’s talk.