In this episode, Tom sits down with Paul Brenner (In-Store Marketplace) and Michelle Dooley (Catalyst Media) to unpack why in-store retail media has struggled to scale in the U.S.
The conversation challenges the idea that in-store’s biggest issue is measurement. Instead, Paul and Michelle argue that the real problem is misalignment—across teams, incentives, and how success is defined.
They explore how retail media didn’t unify in-store with existing trade and merchandising practices, but instead created a parallel system. The result is a fragmented approach where different stakeholders evaluate the same activity in completely different ways.
Drawing on new research, they introduce the concept of four distinct scorecards used across the ecosystem—media mix, retail sales, revenue, and efficiency—and explain how this lack of a shared framework limits investment in in-store.
The discussion also covers the idea of “digital envy,” where the industry tries to apply one-to-one attribution and digital-style measurement to a physical environment that has historically operated on different principles.
Finally, they outline a path forward centered on aligning measurement with how stores actually work, rather than forcing in-store media to conform to digital models.
Paul Brenner - In-Store Marketplace
Platform and advisory solutions for retail media networks to own and operate in-store media.
Michelle Dooley - Catalyst Media
Consulting collective focused on helping retail media networks and brands operationalize growth and measurement strategies.
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