This episode is part of our BTS Live miniseries, featuring quick conversations recorded on the show floor at the Commerce Media Brand Summit in Atlanta.

Dave speaks with Skye Frontier of Incremental about the evolving role of measurement in retail media.

As budgets expand beyond shopper and trade into brand investment, brands are being held to a higher standard — shifting from ROAS to incrementality and focusing on true business impact.

Skye shares how brands are moving beyond last-touch attribution, embedding new measurement frameworks across workflows, and rethinking how retail media drives growth across the full portfolio.

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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker