In this episode of The Middlemen Podcast, Marcus Pratt, SVP at Mediasmith, dives deep into the rapidly changing landscape of off-site retail media, sharing how agencies are adapting to higher-funnel channels like Connected TV and tackling the complexities of modern measurement. Pratt discusses why traditional shopper marketing metrics fall short, explores the growing importance of advanced techniques like incrementality and media mix modeling, and offers actionable insights on the technical and strategic roles agencies must play to help brands succeed. Whether you’re navigating the challenges of attribution, optimizing for incrementality, or planning for the next wave of retail media innovation, Marcus’s real-world expertise and forward-looking perspective offer a valuable roadmap for marketers and agency professionals alike.

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Connect with Marcus Pratt on LinkedIn

Chapters

1. Introduction (0:00)
2. Marcus Pratt’s Background and Agency Expertise (2:10)
3. Off-site Retail Media and Connected TV (7:45)
4. Measurement Challenges in Higher-Funnel Campaigns - Incrementality and Multi-Touch Attribution (14:20)
5. The Rise of Media Mix Modeling (MMM) (26:30)
6. Technical Complexities and Agency Role (33:15)
7. The Future of Retail Media Measurement (38:40)
8. Final Thoughts and Key Takeaways (44:50)

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