Why Retail Media is Moving Beyond Attribution to Incrementality

Retail media is pushing marketers beyond attribution and platform metrics, as InMarket’s Michael Della Penna and Basis’ Amy Rumpler explain why incrementality and business outcomes are becoming the new standard for measuring advertising impact.

Real-time sports data, transactions and friend activity all feed one profile. Here's how CRM systems turn that into smarter, better-timed engagement.

Right now, AI defaults to a textbook approach that isn't always pragmatic or takes into account interesting context or human taste, says Martina Lauchengco, Author of LOVED, where she talks about how to rethink the marketing of tech products. “The winners will have systems that do a better job on that.”

Customers move between physical stores, mobile apps, social media, messaging platforms and websites organically. For the consumer, this is one experience. Can brands go past silos to offer a consistent yet complementary narrative?

The report finds US consumers have tighter budgets, growing AI influence and high customer experience expectations heading into the holiday season

According to Roxana Nicolescu, VP, Brand Marketing & Social Media (Global), Wego.com, attention is not necessarily disappearing; it is becoming more fragmented, selective and rapidly reallocated between feeds, creators, searches, messages and cultural moments.

What starts as a quick regional fix or a departmental workaround rarely stays small — and by the time leaders notice, it's already a liability hiding in plain sight.

Droga5 São Paulo's Diego Limberti and Black Madre Studio's André Maciel explain why brand recall and emotional loyalty is built through authentic design, strong brand identity, and meaning rather than rewards.

As footfall drops and delivery consolidates around fewer, more reliable restaurants, UAE F&B brands built for destination dining are missing the habitual, convenience-driven customers who are actually ordering right now.

According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, the question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.