Collin Colburn — IAB
Published:
It’s introducing the conversation starter for the industry to start thinking about multiple metrics together. It’s really taking those scorecards from those different stakeholders and providing a framework to actually have that conversation in a productive way across the different organizations that are involved.
What does Collin Colburn say on The Agile Brand with Greg Kihlström?
Collin Colburn, IAB, says: This episode explores why in-store retail media remains stuck in an experimental phase despite the majority of transactions occurring in physical stores, attributing the problem to strategic misalignment, mismatched measurement frameworks, and organizational silos. Guests from ISM/Instore Marketplace and the IAB discuss the need for a unified measurement framework that aggregates media, trade spend, promotions, and merchandising data to evaluate total investment versus units sold and unlock the growth potential of in-store media.
From: The Agile Brand with Greg Kihlström
Cite as: Collin Colburn. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/collin-colburn-its-introducing-the-conversation-starter-for-the-industry-t