# Digital Envy is Holding Back In-Store Retail Media

S3 E10 · Apr 14, 2026 · 45 min

Paul Brenner and Michelle Dooley on the four scorecards problem and the illusion of precision.

### Show notes

In-store retail media has gone through multiple resets — from camera-based measurement to dwell time, and now back toward proving incrementality across channels. But are we actually solving the right problem?

Tom sits down with Paul Brenner (In-Store Marketplace) and Michelle Dooley (Catalyst Media) to unpack what’s really holding in-store back — and why the industry may be over-indexing on measurement instead of fixing deeper organizational challenges.

#### What we cover

- Why in-store measurement keeps getting reset  
- The disconnect between merchant, media, and store teams  
- Why better attribution alone won’t unlock growth  
- A new approach to aligning stakeholders (Shopper Purchase Rate)  
- What it will take for in-store media to scale

#### Chapters

- [00:10 Introduction: Digital Envy in Retail Media](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=10s)  
- [01:52 Meet Paul Brenner & Michelle Dooley](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=112s)  
- [07:49 How In-Store Retail Media Lost Its Way](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=469s)  
- [11:30 What the UK Gets Right About Retail Media](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=690s)  
- [13:15 Why Measurement Breaks Down in Practice](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=795s)  
- [17:01 The Four Scorecards Problem](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=1021s)  
- [19:42 A New Approach: Shopper Purchase Rate (SPR)](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=1182s)  
- [23:46 The Illusion of Precision in Retail Media](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=1426s)  
- [29:35 iROAS, Incrementality, and Early Roundel Lessons](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=1775s)  
- [41:27 What Needs to Happen Next](https://www.youtube.com/watch?v=MDJgEXzsazQ&t=2487s)

#### Links from the episode

- [In-Store Marketplace ↗](https://instoremarketplace.com/)  
- [Catalyst Media Consulting ↗](https://catalystmediaconsulting.com/)  
- [Research: In-Store Media Has a Measurement Problem ↗](https://instoremarketplace.com/resource_post/in-store-media-has-a-measurement-problem-just-not-the-one-you-think/)