Paul Brenner — Instore Marketplace
Published:
The retail media networks aren’t really introducing what the physical store contributes to their RMN. There’s an advantage over Amazon, and if you can solve the problem of giving credit to the right things, I think you’ll see a very different pie chart.
What does Paul Brenner say on The Agile Brand with Greg Kihlström?
Paul Brenner, Instore Marketplace, 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: Paul Brenner. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/paul-brenner-the-retail-media-networks-arent-really-introducing-what-the