EP38 – Does size matter? Has Bayer got it wrong? Should you in-house?

About this episode

In this episode, Viv and Colin discuss measurement standards in retail media, the significance of network size, and the trend of in-housing for brands.

Retail Media Therapy – EP38 Open Letters, Big vs Small Networks & The In-Housing Dilemma Welcome back to the couch. In this episode of Retail Media Therapy , Viv and Colin tackle three topics that are dominating boardrooms, conference stages and LinkedIn threads: The measurement obsession in retail media Whether size really matters for retail media networks The rise of in-housing – and what it means for brands Expect metaphors. Mild football confusion. And a lifetime supply of Berocca at stake. 🧨 Topic 1: An Open Letter to Bayer on Measurement After comments from Bayer’s retail media lead suggesting retail media must improve measurement before budgets increase further, Viv responds with an open letter. The central question: Why are we holding retail media networks to a higher measurement standard than the rest of advertising ever faced? Key discussion points: Retail media now commands 25% of some brand media budgets Calls for “holistic measurement” and cross-retailer comparisons The industry's obsession with incrementality Whether measurement is genuinely the blocker - or just the latest conference cliché Colin’s take? No TV network in history was ever asked for perfect…

People in this episode

Hosts: Viv, Colin

Topics covered

• measurement in retail media
• size of retail media networks
• in-housing in advertising
• incrementality in advertising
• retail media budgets

Keywords

• retail media
• measurement
• in-housing
• advertising
• incrementality
• media budgets
• network size

Mentioned in this episode

Organizations: Bayer, UK Co-Op

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