In-Store Retail Media Measurement Is Broken — Shopper Purchase Rate Explained with Catalyst & In-Store Marketplace

Today I’m sharing highlights from a recent LinkedIn Live I hosted with Paul Brenner from In-Store Marketplace and Michelle Dooley from Catalyst Media Consulting. We dug into one of the most pressing challenges in retail media today: how we measure in-store performance, and whether the industry is actually optimizing for the wrong outcomes.We explored their new research report that proposes a shift away from overly narrow metrics like one-to-one attribution and toward a more meaningful standard: shopper purchase rate. The conversation unpacks why current scorecards are falling short, how in-store media is being misunderstood across stakeholders, and what a more unified, product-movement-driven measurement system could look like.This episode is sponsored by Mirakl AdsTimeline[00:00] – I introduce the core problem: whether we’re measuring in-store retail media the right way[01:04] – Paul Brenner breaks down the gap between RMN tech expectations and real-world retail execution challenges[02:39] – Michelle Dooley explains how “in-store” means very different things across brands, retailers, and RMNs[03:45] – Key research insights: in-store is broader than digital, and product movement is the dominant success metric[06:46] – Introduction of “shopper purchase rate” and why it’s emerging as a better measurement framework[09:00] – Why shopper purchase rate could unify RMNs and merchants around a shared scorecard and shift focus back to in-store effectivenessLinks & ResourcesFull webinar replay: In-Store Retail Media: Are We Measuring the Wrong Things? [New Research]Download the report: In-Store Media Has a Measurement Problem – Just Not the One You ThinkIn-Store Marketplace (ISM)Catalyst MediaFollow Paul Brenner, SVP, Global Retail Media and Partnerships @ In-Store Marketplace (ISM), on LinkedInFollow Michelle Dooley, Expert Advisor @ Catalyst Media, on LinkedInRead my related articles:In-Store Retail Media Evolved Differently in Europe. Here's Why.Who's Signing the Check For Experiential In-Store Media?Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did ItI am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn