Why North America lags on in-store and 3 other takeaways from Retail Media Days New York

Last week, I took the stage at Retail Media Days New York, a new event from the team at Dataxis . It was a fantastic experience, and I’m grateful for the opportunity to share SMG’s approach to retail media as we covered a few hot topics in a panel discussion alongside Michael J. Krans , VP of Macy’s Media Network; Ben Weisel, Director of DICK’s Media at DICK’S Sporting Goods; and Alicia Esposito of Retail TouchPoints .

The 40-minute discussion and day’s worth of content flew by, but I walked away with several key takeaways about how we approach attribution in retail media—insights that feel particularly relevant as the industry reaches an inflection point defined by consolidation, heightened competition, and increasing demands to prove effectiveness.

By balancing incremental results with actionable insights, RMNs can support brands in optimizing their strategies and driving success. Flexibility and education will be critical as the industry evolves and should be key to the retail media planning stages. Effective attribution begins with planning. Let’s also not get lost as an industry in standardization equaling unification; each category will require different standards.

Justin Sparks VP, Business Development SMG

1. North American retailers are 2+ years behind on in-store retail media.

At SMG , we’ve observed a significant evolution in how our retail partners leverage their brick-and-mortar spaces. Over the past few years, retailers in the UK have established a strong lead in in-store retail media, integrating truly omnichannel strategies that connect with shoppers across their purchase journey. Screens, speakers, and experiential retail media experiences have become central to engaging consumers and driving brand impact.

In contrast, U.S. retailers excel in programmatic and digital advertising but are still learning how to monetize in-store environments effectively. A significant challenge is operational silos—where in-store media often falls under merchandising rather than retail media teams. Breaking down these silos is critical, as it inhibits the rate of change and evolution. By integrating with merchandising priorities, creating measurable in-store retail media solutions and considering retail media as more than just online sponsored products, North American retailers can unlock greater profitability and create a seamless omnichannel experience. It’s a theme we’re hearing from Commerce Media Networks in the U.S. that have a physical presence; they are starting with the store first.

2. Retail media drives long-term brand growth beyond immediate sales goals.

Brands often look to retail media to boost sales—and it does! But retail media has the potential to deliver much more than short-term results. Omnichannel retail media tactics are powerful tools for storytelling and engagement. For instance, using physical stores as “theater” can create memorable and shoppable brand experiences, encouraging trial, driving immediate sales, and fostering long-term customer loyalty. The reality, though, is while the “theater” reference rightfully gets plenty of air-time from the industry, we still see many networks looking to get the basic building blocks in place. (And, we’re here to help!)

However, many brands remain overly focused on metrics like return on ad spend (ROAS). While relevant, such metrics can undervalue the broader impact of retail media on customer acquisition and brand building. Retailers need to help brands understand the full-funnel value of retail media, emphasizing long-term opportunities. This shift in perspective can unlock larger budgets and enable more innovative campaigns that extend in value beyond immediate ROI. If you’re commanding above-the-line budgets for your Retail Media Network, then you need to provide above-the-line metrics in how you’re building the category and brand, as you’ll be viewed as a communications channel in addition to being a sales channel.

3. Attribution strategies must align with each brand’s retail media journey.

Attribution and measurement are pivotal in retail media. Retailers that fail to offer robust measurement capabilities risk falling behind as the industry matures. However, brands approach retail media with varying levels of expertise, necessitating tailored solutions.

For example, one brand may expect advanced measurement practices, while others may require more foundational guidance to understand campaign performance. Attribution strategies should accommodate diverse priorities—whether focusing on customer acquisition, share shifts, or broader business outcomes.

By balancing incremental results with actionable insights, RMNs can support brands in optimizing their strategies and driving success. Flexibility and education will be critical as the industry evolves and should be key to the retail media planning stages. Effective attribution begins with planning. Let’s also not get lost as an industry in standardization equaling unification; each category will require different standards.

4. The industry is getting trapped in the 1:1 measurement fallacy.

True omnichannel retail media campaigns engage shoppers seamlessly across off-site, online, and in-store touchpoints. However, measuring omnichannel effectiveness—especially in-store—often falls into the trap of aiming for 1:1 targeting and attribution.

“Can we apply digital measurement capabilities to in-store?” Yes, technologies like smart carts, scan-and-go systems, and loyalty programs offer pathways. But what we’ve seen with our partners is that a strong sales lift methodology often provides sufficient insight to prove a campaign’s effectiveness. Top-line sales growth benefits both brands and retailers.

While targeting and attribution are important, an overemphasis on granular metrics can compromise campaign economics. Instead, the industry needs a holistic approach to evaluating retail media effectiveness, particularly in omnichannel contexts. We’ve seen this play out in programmatic. There is a tipping point in 1:1 accuracy and the cost of data and measurement.

I referenced this as a similar comparison to the demand-side push for self-service. Do they want to do it all on their own or do they simply want some additional control? The same goes for 1:1 measurement. Do we want 1:1 or do we want cohesive storytelling from a campaign? And is 1:1 a prerequisite to the latter? We at SMG don’t see that it is.

The retail media space is at a critical turning point. It’s time to move beyond conversations and start implementing scalable, results-driven solutions. Events like Retail Media Days provide an excellent platform for idea exchange, but what’s even more exciting is seeing those ideas translate into action.

Want to talk more about retail media attribution or how SMG can help your retail media business drive results? Send me a message here or an email at justin.sparks@smg.team