Blog Test

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.

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

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.

The updates signal Walmart’s push to evolve retail media beyond static targeting and reporting toward systems that can anticipate advertiser needs, recommend optimizations and act on them in real time.