At a time when retail media is becoming one of the most measurable channels in marketing, it’s easy to forget that precision and performance aren’t the whole story. At Commerce Connections, hosted at ADWEEK House Advertising HQ in New York City and presented by ADWEEK and SMG, a group of leaders explored the challenge — and opportunity — of balancing performance-driven accountability with creative brand building.
Moderated by Lauren Johnson, ADWEEK’s Deputy Editor of Commerce, the session brought together Megan Petrie Ramm, Global Head of Sales at Uber Advertising; Ollie Shayer, Senior Director of Global Strategy and Innovation at SMG; Cherian Thomas, Head of Retail Media and DOOH at T-Mobile Advertising Solutions; and Melissa Gallo, Executive Director and Head of Client Success at CVS Media Exchange.
The conversation opened with a fundamental tension shaping the future of retail media: the demand for short-term ROI versus the need for long-term brand growth. As Ramm put it, “Performance is table stakes now. The real challenge is connecting it to the brand — making sure what we measure actually reflects how consumers experience your business.”
For Shayer, that balance begins with redefining what success looks like. “If measurement doesn’t serve creativity, it’s not helping the brand,” he said. “We need frameworks that support both precision and storytelling, because measurement without meaning is just math.”
The panelists agreed that retail media’s evolution has been remarkable, but its next stage will depend on how effectively brands and networks can use data to inform creative strategy rather than restrict it. As Gallo noted, “Measurement should build trust, not tension. It’s about helping partners understand where value is created, and where it isn’t.”
Thomas pointed out that the most exciting progress is happening where technology bridges these worlds. “At T-Mobile, we’re merging DOOH and retail media to show how digital channels can lift both awareness and conversion,” he said. “It’s all one ecosystem now. The lines between brand, media, and commerce have completely blurred.”
The panel also explored how agencies and retailers can work more collaboratively to define shared metrics. Shayer emphasized the role of standardization and shared accountability, noting that the industry is “still defining what good looks like.” He added, “If we want to unlock brand budgets, we have to make retail media easier to plan, buy, and measure — not more fragmented.”
Ultimately, the conversation underscored that the future of retail media will belong to those who can translate precision into purpose. The panel closed with a reflection that summed up the day’s theme: creativity and commerce can — and must — coexist.
“Retail media can’t just be the new performance channel,” said Shayer. “It has to be the place where brands tell better stories powered by data, but driven by imagination.”
In an era defined by attribution models and return on ad spend, it was a timely reminder that the most valuable metrics are still human ones: attention, emotion, and trust.