The IAB Commerce Media Summit made one thing clear: Retail Media must evolve beyond performance metrics into a true full-funnel tool.

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‍Brand Building Matters

Long-term health comes from awareness, recall, and household penetration, not just sales spikes. As one speaker put it: direction over perfection. Awareness measures will never be perfect, but they’re essential to tracking brand growth.

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Commerce Media is Full-Funnel

Retailers and brands can’t rely on fragmented activations. True commerce media means:

- Scale plus personalization.

- Digital and in-store working together.

- Unified strategies that follow shoppers across touchpoints.

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Measurement is the Missing Piece

Retailers still use siloed systems, holding back standardisation. Clean rooms are emerging as the fix, combining datasets while protecting privacy. The industry is shifting from last-touch attribution to understanding the path to purchase.

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Commerce media is data, and data is gold.

Why In-Store Audio Wins

Audio is full-funnel: it builds awareness, drives conversion, and expands reach. Research shows in-store audio boosts brand consideration and sales. A Grocery TV study found in-store media beats all other channels for ad experience and attentiveness, proving the power of being close to the point of sale.

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The Takeaway

Commerce media is no longer just about performance. It’s about experiences, measurement, and brand growth. In-store audio sits at the heart of this evolution, delivering both data and impact. Learn more about in-store audio

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