Behind the Numbers: Measurement and ROI in Commerce Media | Special Edition Summary

Release Date: May 22, 2025

In this special edition of eMarketer's podcast, "Behind the Numbers," host Sky Canavis engages with industry experts Christine Gramier, Vice President of Global Measurement Products at LiveRamp, Mike Glasser, Vice President of Commerce Media at PepsiCo, and Michael Campi, Senior Vice President of Marketing for Maeve. The panel delves into sophisticated approaches for measuring commerce media success and maximizing return on investment (ROI) amidst the increasingly complex and fragmented retail media landscape.

1. The Challenge of Standardization in Retail Media

As retail media expands, the lack of standardization across channels and platforms emerges as a significant hurdle. According to a survey by the Association of National Advertisers, over half of retail media advertisers cite "lack of standardization" as their primary challenge.

Christine Gramier highlights the multifaceted nature of this issue:

"We see companies who are not technology companies having to dive in and become technology companies, measurement companies, advertising companies all of the sudden... creating some standards around the architecture helps legally and financially streamline data and money flows." [04:18]

Mike Glasser emphasizes the importance of standardized audience targeting and bidding models:

"Standardization allows us to adopt learnings and apply them to different parts of the industry." [07:41]

From a smaller business perspective, Michael Campi points out the complexities faced by early-stage companies:

"Standardization would for us be that we get to a point where we can more quickly make decisions... deploy resources much more efficiently." [08:46]

2. Attributes of Compelling Retail Media Networks

With dozens of retail media networks vying for attention, identifying the right partners is crucial.

Mike Glasser connects standardization with operational efficiency:

"Standardization allows us to operate at scale and speed and understand what the opportunity is. Automation allows us to deploy our resources in the most efficient and effective way." [09:23]

Michael Campi underscores the need for simplicity and predictability, especially for smaller brands:

"If I put in X amount of dollars, how much sales am I going to get out?... the ability to test and iterate within a campaign in a structured way is lacking." [12:37]

3. Expanding Beyond Traditional Retailers: Commerce Media Networks

The rise of non-retail commerce media networks, including financial services and aggregators like DoorDash and Uber Eats, presents new opportunities.

Mike Glasser discusses the strategic importance of these platforms:

"Aggregators are growing, and we want to make sure we meet our consumers there." [13:10]

Christine Gramier emphasizes the improvement in data quality and transparency:

"Data from different data owners is authenticated, consented... making advertising better for the consumer in the end." [14:19]

4. Diverse Metrics for Multi-Channel Campaign Performance

Evaluating campaign success requires different metrics depending on the funnel stage and channel.

Michael Campi shares Maeve's approach with Chewy:

"For awareness, we look at cost per click and engagement metrics... for the bottom funnel, it's about the cost to convert a customer." [16:37]

Mike Glasser explains PepsiCo's KPI alignment with campaign objectives:

"If it's a brand awareness campaign, we look at reach and resonance... if it's sales-driven, we focus on incrementality and lifetime value." [18:33]

Christine Gramier introduces the concept of clean room architectures for comprehensive measurement:

"Retailers sharing their conversion data with suppliers allows for full-funnel brand marketing measurement." [22:39]

5. Leveraging AI to Enhance Measurement Capabilities

Artificial Intelligence (AI) is becoming integral in refining measurement methodologies.

Christine Gramier identifies key AI applications:

"Data normalization and categorization... signals for optimization to identify which audiences to target on different platforms." [23:58]

Marcus adds that AI accelerates data analysis and decision-making:

"AI-enabled tools help us get to faster data analysis and make business decisions quicker." [25:13]

Mike Glasser highlights AI's role in pattern recognition and budget forecasting:

"AI helps us comb through data to find patterns and optimize bids and budgets effectively." [26:24]

6. The Dominance of Amazon in Retail Media

Amazon remains the largest player in the retail media space, commanding approximately 75% of US retail media spending.

Mike Glasser praises Amazon's comprehensive tools and scale:

"Amazon is a phenomenal partner... their marketing cloud allows us to bring together our brand and commerce media investments." [27:26]

Conversely, Marcus points out challenges for smaller brands on Amazon:

"For early-stage brands, it's hard to break through due to high competition on keywords, making the cost of doing business very high." [28:40]

Conclusion

The panel concludes with optimism about the future of commerce media, emphasizing the critical role of standardization, data quality, and AI in navigating the evolving landscape. Collaborative efforts, such as clean room architectures, are paving the way for more transparent and effective measurement strategies, enabling brands of all sizes to optimize their media investments and drive meaningful ROI.

Final Thoughts by Sky Canavis

"Thank you. Michael, Mike, and Christine, I want to thank you again for this great conversation. I, and all of us in the audience, I think, really appreciated it." [29:57]

This episode provides valuable insights for marketers, retailers, and advertisers seeking to navigate the complexities of commerce media measurement and ROI. By addressing standardization challenges, leveraging AI advancements, and understanding the pivotal role of major players like Amazon, listeners can stay ahead in the rapidly changing digital media landscape.