Podcast Summary
In the latest episode of Digital Shelf Insider Podcast, host Shreshta welcomes Meghan Corroon, co-founder of Clerdata, to break down how retail media has evolved, why the way we measure success is fundamentally flawed, and how brands can move toward smarter, more strategic advertising.
Clerdata specializes in measuring incrementality in retail and digital marketing investments. She reflects on the evolution of retail media from in-store promotions to a complex network of over 700+ digital ad-selling platforms and why this shift has created both opportunities and confusion for brands.
Meghan also emphasizes the urgent need to move away from outdated ROI metrics and toward more neutral, reliable performance evaluation tools. Her insights reveal the current “Wild West” state of retail media and how economic uncertainty is driving brands to demand clearer, evidence-backed answers about where to invest.
Key themes
The True Definition of Retail Media
Retail media isn’t just about digital ads. It’s about any retailer or marketplace selling advertising inventory to manufacturers, both in-store and online. This growing space includes players far beyond Amazon.
Why ROI Isn’t Enough Anymore
Meghan challenges the industry’s reliance on ROI/ROAS, explaining how these metrics often come from platforms with a vested interest in selling more ads—creating a conflict of interest.
The Rise of Incrementality
The future of retail media measurement lies in incrementality—understanding whether your ad dollars are driving net new sales, rather than just subsidizing base performance.
Navigating a Crowded Landscape
With over 700 retail media networks, brands face decision fatigue. Meghan calls for a more objective, portfolio-based investment approach to cut through the noise.
Digital Shelf as a Clue to Performance
Clerdata complements digital shelf analytics by acting as the “last mile” evaluator; tying marketing investments back to actual financial impact.
Key Highlights
- Meghan’s journey from demography and international development to e-commerce data science.
- Retail media’s acceleration during and post-COVID-19.
- The limitations of platform-reported ROI, and why brands need neutral measurement.
- The importance of incrementality for informed media planning.
- How macroeconomic uncertainty is influencing retail investment strategies.
- Digital shelf content, presentation, and visibility as key performance multipliers.
- A growing interest in in-store video ads and future-forward formats.
Takeaways
Here are some actionable takeaways from our conversation with Meghan that brands and online sellers can implement.
- Don’t rely on ad platforms to evaluate the performance of their own ads—seek third-party, neutral measurement.
- Incrementality > ROI. Focus on whether your investment is actually generating new revenue.
- Treat your media strategy like a stock portfolio; diversify, measure, and double down on what works.
- Content and visibility on the digital shelf play a huge role in converting ad spend into real sales.
- Be cautious of the hype; not all retail media networks perform equally, and not all are worth your investment.
Conclusion
Retail media is here to stay, but success depends on how intelligently and objectively brands manage their investments. As Meghan Corroon powerfully puts it, it’s time for brands to stop throwing money blindly and start demanding clear, unbiased evidence of performance.
Whether you’re a CPG leader, e-commerce strategist, or digital marketer, this episode offers a wealth of insights on navigating a crowded and rapidly evolving space.
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
