“It’s like a Rorschach test.”
For Colin, that’s one way to describe retail media. Everyone sees a different part of it — data, media, trade, ecommerce, brand, performance, in-store — but the challenge is understanding how the whole thing fits together.
In his third appearance on Commerce Media Matters, Colin takes a look at where retail media is heading and what needs to change as the category matures. From moving beyond sponsored products to solving broader brand and business problems, he challenges the idea that the fundamentals alone are enough.
Measurement is another big part of the conversation. “Measurement is now a meme,” Colin argues, questioning what we actually mean when we talk about ROAS, attribution, incrementality and proving the value of every dollar.
He also revisits the creative debate, moving beyond the blanket idea that retail media creative “sucks” to a more nuanced point: different environments require different creative thinking. As the category expands into video, offsite and in-store, “creativity in context will give you conversion.”
And underneath it all is a bigger question: if retail media touches so many different disciplines, channels and commercial objectives, are we still talking about a channel at all?
In this episode, we discuss:
What separates the strongest retail media operators once the fundamentals are in place.
Why moving beyond sponsored products means solving broader brand and business problems.
Why ROAS alone can't tell the full story — and why measurement needs to get more specific.
The artificial divide between brand and performance, and whether retail media can play a genuine role in brand building.
Why retail media creative needs to be judged in context rather than against one universal creative standard.
What happens as retail media expands across new environments and starts to look more like commerce media.
What you'll learn from this episode:
Why the fundamentals aren't the finish line: Data, technology, inventory, sales capability and measurement are increasingly table stakes. Colin explores what comes next — and why the real opportunity is moving from solving individual media problems to addressing broader business needs.
Why “measurement” isn't one conversation: ROAS, attribution, incrementality and reporting are often bundled together under the same heading. Colin argues for getting much more specific about what is being measured, the objective behind it and what success actually looks like.
Why brand and performance aren't opposites: Retail media is often viewed through a conversion lens, but Colin challenges the artificial separation between brand and performance. As the category expands, the question becomes whether retail media can support broader brand objectives while still delivering commercially meaningful outcomes.
Why creativity needs context: Colin revisits his earlier criticism of retail media creative and explains why the problem is more complicated than simply saying it is “boring.” Sponsored products, display, video, social, open web and in-store environments all require different creative approaches — and different ways of thinking about the customer experience.
Why everyone needs to see the whole elephant: Retail media brings together brand marketing, digital, shopper, trade, ecommerce, merchandising, data and media. The opportunity is significant, but only if these different perspectives stop operating in isolation and start working together.
Big ideas from this episode:
The elephant problem
Everyone can see a real part of retail media. The challenge is understanding the whole thing.
“Measurement is now a meme.”
Measurement has become a catch-all term. Colin argues that the industry needs to stop making broad statements about measurement and start asking much more precise questions.
Get the band back together
Colin uses the Beatles as a metaphor for the different disciplines involved in retail media. They each have a role — but the real magic happens when they actually play together.
Creativity in context
There isn't one definition of great retail media creative. What works depends on the environment, the customer, the objective and the role the creative needs to play.
Beyond sponsored products
Sponsored products may still dominate retail media, but Colin sees the next evolution as retailers moving towards integrated propositions that can address bigger brand and business challenges.
About the guest
Colin is the co-founder of Retail Media Works, a B2B advisory firm helping global brands and retailers shape digital commerce and retail media strategies. A sought-after speaker, Colin has delivered keynotes across Europe, the U.S., Latin America, and Asia-Pacific. He’s written a decade of columns for Marketing Week Magazine, serves as Editor-in-Chief (Retail Media) at InternetRetailing, and is a podcast Co-Host for The Retail Media Podcast.
Connect with the hosts on LinkedIn
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