In today’s episode, I’m diving into one of the biggest challenges facing retail media today: measurement. Retailers may be racing to launch flashy new ad formats and in-store screens, but brands are asking for something far more fundamental — proof that their advertising dollars are working. Enter Cara Pratt, the new President of Global Retail and Media at Circana, who after just 90 days into her role is setting an ambitious agenda to restore trust and bring much-needed consistency to this $60 billion industry.

Cara brings a unique perspective, having previously built Kroger’s retail media network from the inside. Now, with Circana’s acquisitions of Nielsen’s MMM business and NC Solutions, she’s championing a more transparent, faster, and accessible approach to measurement. From bridging the divide between trade and media to introducing real-time optimization through Circana’s Liquid Mix platform, Cara is making the case for why retail media needs a neutral arbiter to guide its future.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:25 ] – Introducing Cara Pratt and her new role at Circana
[01:00 ] – The retail media measurement crisis and why it matters
[02:00 ] – Circana’s acquisitions and what they mean for comprehensive measurement
[03:30 ] – Democratizing measurement with Liquid Mix for smaller brands
[05:00 ] – Bridging the divide between merchant and media teams
[06:00 ] – Real-time optimization and why speed changes everything
[07:30 ] – How Circana is positioned to solve retail media’s trust deficit

Links & Resources

• Read my original Forbes article How Circana’s Cara Pratt Plans To Fix Retail Media’s $60 Billion Measurement Problem
• Read Circana's article Circana Completes Acquisition of Nielsen’s Marketing Mix Modeling Business
• Read my Forbes article Retail Media's Next Challenge: Proving Real Results
• Read my 2023 Forbes article Kroger's Cara Pratt On A Mission To End Reckless Retail Media Spend
• Circana's Liquid Mix platform
• Follow Cara Pratt, President, Global Retail & Media at Circana on LinkedIn
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn