4/16 Testing Again After Another exciting Push!

Retail media is maturing faster than the systems used to measure it. New research examines why attribution alone isn’t enough — and how brands can rethink measurement to unlock true incremental value.

New measurement tools are designed to bring digital-style targeting, attribution and optimization to physical store environments.

P2PI asked industry leaders across retail media, data, AI, creative and CTV to share which trends and strategies will drive shopper engagement and commerce in 2026.

Mark your calendar for Path to Purchase Institute events in 2026.

We are proud to present profiles of the winners in this fourth annual awards program. This talented group of rising leaders, nominated by their peers and selected by our editors, is redefining the future of commerce marketing. Learn more about these impressive individuals here.