Alexis Marcombe, CEO of Unlimitail, a joint venture between Carrefour and Publicis Groupe, and Daniel Knapp of IAB Europe, discuss the Carrefour in-store retail media network strategy, focusing on the key markets of France and Brazil. Discussing the adaptation of in-store media to regional consumer behaviors, digitizing stores, and identifying the most impactful and profitable digital surfaces, they also explore metrics for measuring success, applying online marketing fundamentals to physical stores, and the role of non-endemic advertising.

Speakers:
Alexis Marcombe – Global CEO of Unlimitail (Publicis & Carrefour)
Daniel Knapp – Chief Economist at IAB Europe

In-store media has emerged as a critical component of modern retail strategies, driving customer engagement and measurable impact. The Evolution of In-Store Media Metrics: 2024 Highlights and 2025 Outlook, explores the pivotal developments of 2024, from enhanced measurement frameworks to breakthrough technologies reshaping the way we evaluate in-store campaigns. Looking ahead, the presentation outlines key trends and strategies for 2025, including the adoption of global standards, integration of media and sales driven analytics, and the evolving expectations of advertisers and retailers.

Speakers:
Yara Daher, Retail Media Consultant, IAB Europe

Sarah Marzano, Principal Analyst at EMARKETER and Mark Williamson discuss Costco’s marketing approach as well as vendor and merchant alignment around RMN value and goals. Costco’s strategic RMN initiatives across all channels, in-warehouse media strategy, and the fundamental Costco Advantage are also explored as is why Costco is such a powerful force in the Retail Media Network Ecosystem.

Speakers:
Mark Williamson – AVP Retail Media, Costco
Sarah Marzano – Principal Analyst, Retail Media at EMARKETER