Katen Johal

As retail media grows in scale and complexity, marketers face a familiar challenge: proving what’s truly moving the needle. In an ecosystem shaped by algorithms, AI-driven discovery, and blurred lines between paid, owned, and earned media, traditional attribution models no longer tell the full story.

In this fireside chat, Katen Johal (CommerceIQ) will explore how leading brands are closing the attribution gap with modern, commerce-native approaches to incrementality. Drawing from real-world case studies, they’ll unpack how incrementality can be proven—not just modeled—and why aligning measurement to how consumers and retailer algorithms actually behave is now critical.

In this session, you will learn:

• How AEO engines like Rufus and Sparky are influencing conversion paths, media effectiveness, and brand outcomes, often outside the reach of legacy measurement frameworks.
• Why brands should rethink investment across paid, owned, and earned media, using a practical view of incrementality to guide smarter allocation.
• How Agentic AI is surfacing what’s really happening in the business and turning insights into action at speed
• Why the future lies in combining powerful technology with a human-in-the-loop approach that empowers teams to focus more on digital shelf excellence and catalog performance.