Measurement and incrementality with Yara Daher

This podcast episode sees Colin Lewis and Yara Daher delving into the evolution of retail media. Yara, an early figure in the field from her time at Hooklogic, shares how the industry began with sponsored products on retail sites and the challenges of convincing traditional retailers to adopt this new approach and attract media agency budgets.

The conversation then shifts to the current state of retail media, highlighting the need for the industry to "grow up" through standardisation and breaking down silos, before focusing on the critical topic of measurement and incrementality, as defined by the IAB Europe's measurement funnel.