Is Your Legacy Measurement Sabotaging Your Growth in the Retail Media Era?

Media Mix Modeling has been a reliable marketing tool for decades — but retail media has changed the game. Priyash Shahane, Manager, Measurement Science at Instacart and Collin Colburn Vice President, Commerce & Retail Media at IAB, co-authored an article that argues how MMM, while still valuable for long-range planning, is structurally ill-equipped to measure retail media networks. The core problem: MMM was designed for an era when granular purchase data didn't exist. Today, platforms like Instacart offer closed-loop, transaction-level measurement that can prove causal impact — and when brands still default to correlational modelling, they can undervalue one of the most powerful growth channels in their portfolio.

The article breaks down exactly why this happens and what CPG marketers should do instead. Check out the full article on IAB's blog

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