Mert Damlapinar

Brands have a lot to gain from commerce media networks. It’s an opportunity for more effective ad spend and the first-party data that brands and retailers have gives access to enhanced engagement opportunities. Hear from a panel of experts who will discuss best practices to align strategies to drive long-term value and growth, including: 

• Techniques for integrating long-term goals with immediate retail needs 
• Developing comprehensive business plans that include commerce media investments and in-store initiatives 
• Collaborating for successful launches with retailers 
• Driving innovation and co-value creation in retail media investments and in-store planning 
• Building mutual capabilities around first party data to fine tune audiences and transparent reporting

With so many different networks and KPI definitions, measuring commerce media is a pain point across the industry. Yet understanding the effectiveness of commerce media investments is crucial for driving incrementality and ensuring that advertising efforts are not just subsidizing existing sales. Panelists will discuss how they are tackling this challenge to drive success, including: 

• Understanding the guidelines and standards set by the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) 
• The importance of metrics like ROAS, TACOS, and new-to-brand customers for measuring effectiveness 
• Demonstrating incrementality to show the lift of commerce media campaigns 
• Developing internal processes and responsibilities for consistent reporting and measurement 

AI is quickly becoming a common capability to drive efficiencies and support retail media strategies. From the use of generative AI to optimize product listings to driving traffic, experiments abound as the industry discovers new and meaningful use cases to drive business value. Learn how leading brands are leveraging AI to gain a competitive edge, improve ROI, and create more targeted, effective campaigns. Panelists will discuss: 

• Using AI as a support system for A/B testing 
• The role of AI in keeping up with changing consumer behaviors 
• Techniques for using AI to optimize keyword selection, bid management, and budget allocation across multiple retail media platforms  
• Leveraging AI to predict trends and seasonal events to inform retail media strategy