From Casual to Causal: Proving In-Store Works — Liz Roche, Albertsons — The Middlemen Podcast
From Casual to Causal: Proving In-Store Works — Liz Roche, Albertsons
S3 E3 · Jan 26, 2026 · 30 min
Why ad plays aren't enough, and what it takes to move from pilot programs to network scale.
Show notes
In this episode of The Middlemen Podcast, we sit down with Liz Roche from Albertsons Media Collective to talk about what it actually takes to scale in-store retail media.
Albertsons isn’t just testing screens in a handful of locations — they’re building the measurement, infrastructure, and operating model required to move from pilot programs to real network scale.
This conversation is less about hype and more about accountability — and what brands should actually look for as in-store retail media matures.
What we cover
- Why “ad plays” aren’t enough to prove in-store performance
- How validated impressions and foot-traffic signals change how media is trafficked
- What it means to move from casual measurement to causal outcomes
- Why in-store media only works when it’s tightly connected to merchandising