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Unlimitail's Alexis Marcombe on Cracking In-Store Measurement, aka Retail Media's Next Frontier | Live from Paris
Description
Live from the Vusion podcast studio at NRF Retail's Big Show Europe in Paris, Ben Miller sits down with Alexis Marcombe, CEO of Unlimitail, the retail media joint venture between Carrefour and Publicis.
Alexis explains how Unlimitail built an open, cross-border retail media alliance now spanning 40+ retailers and 21 countries, why in-store measurement remains the industry's biggest unsolved problem despite 70-98% of European sales still happening in physical stores, and why Unlimitail plugs into partners' existing tech stacks rather than forcing its own. He closes with a bold prediction for 2027: a massive RFP that could reshape in-store retail media across Europe.
In this episode:
- Inside Unlimitail: an open retail media alliance spanning 40+ retailers and 21 countries
- How CPG brands work with Unlimitail to solve specific sales problems
- Why in-store measurement is retail media's biggest unsolved challenge
- Balancing advertiser demand for performance with the case for brand-building
- A 2027 prediction: the massive RFP that could reshape in-store retail media in Europe
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