Will Mestayer

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