Registration/Breakfast & Networking
Penthouse Level – General Session Meeting Room

Retail Media Networks: ARF Initiatives in Metrics and Standards
Retail Media Networks (RMNs) are rapidly growing, but fragmentation in metrics and measurement remains challenging. In this session, the ARF shares findings from three projects:

• ARF RMN Metrics Survey examines how agencies and advertisers evaluate RMNs today. It reveals gaps between performance-driven metrics like CTR and ROAS and opportunities to use advanced methods like incrementality testing.
• RMN Module in ARF’s DASH study provides valuable planning insights by demonstrating how shoppers exposed to 18 major RMNs connect with and consume television.
• ARF’s RMN Standardization Project, in collaboration with IAB and MRC, aims to map the RMN ecosystem and establish common measurement frameworks.

This session will provide a clear snapshot of where RMNs stand and where they’re headed — and of ARF’s efforts to drive alignment and clarity in the space.

Jim Meyer – General Manager, DASH
Tracy Adams, Ph.D. – Senior Director, Research & Insights, ARF
Paul Donato – Chief Research Officer, ARF

WIA @ SHOPPER Luncheon Event 
7th floor- Jim Henson Room (Pick up Food & Beverage) and go to Willy Wonka Room across the hall for the WIA@SHOPPER luncheon.
In-person & Recorded

Best Practices for Today’s Shopper Landscape (In-person only)

Hosted by the Shopper Insights Council 

Co-Chair:

Kelley VanderSloot – Head of Omnichannel, Ocean Spray 

This interactive workshop is available to all in-person attendees of SHOPPER 2025 and is hosted by the Shopper Insights Council.

This session will focus on best practices on the following topics:

• Channel Investments
• Communication & Messaging
• Organizational Design
• Measurement

Table Moderators:
Andrea Benning, Unilever
Rosie Gentile, FCB
Nicole Bergen, Elevate Marketing
Kelley VanderSloot, Ocean Spray
Mike Ellgass,  Circana

Attendees can join any of the tables to discuss best practices, case studies, and new ideas. Every 10 minutes, you can choose to remain at that table or move to another one for a topic that interests you.

This workshop is designed to share viewpoints and provide key takeaways that you can apply to your job and company.

Beyond Retail Data Points: Humanizing Marketing with AI-Powered Personas (In-person, Livestreamed & Recorded)

The evolving landscape of AI necessitates a human-centered approach to design, drawing insights from psychology to create intuitive and trustworthy user experiences. While synthetic data plays a crucial role in training AI models, particularly when real-world data is limited, its application extends beyond technical domains. Purina, in partnership with Ipsos, exemplifies this by carefully crafting archetypes to develop PersonaBots as both shoppers and consumers. These AI-powered representations of Purina’s consumer segments encapsulate attitudes, behaviors, and other relevant data that distinguish them. This enables stakeholders to engage in simulated conversations with diverse profiles, fostering a deeper understanding of their needs and preferences within their overall experiences with a category, ultimately leading to more empathetic and effective marketing and shopper strategies.

Manuel Garcia-Garcia – Global Lead Science Activation, Research & Strategy, Ipsos
Caroline Hewett – SVP, Market & Brand Strategy, Ipsos
Michael Shapiro – Senior Director, Strategy & Insights Group, Nestlé Purina

Panel Discussion: Industry Perspectives and Insights on Retail Media Networks

Jamie Glover – VP of Client Success, OptiMine
Kelley VanderSloot – Head of Omnichannel, Ocean Spray
Erin Mitten – VP of Product & Data Management Consultancy, Publicis Groupe
Anne Martin – Director, Omnichannel Marketing & Activation, Mondelēz International
Matt O’Grady – President of the Americas, dunnhumby
Carrie Sweeney – VP of Retail, Pinterest
Moderator: Mike Ellgass -EVP Global Media, CPG and Retail, Circana

Retail Media ROAS Methodology: Evaluation and Tools for Advertiser
The rapid growth of Retail Media Networks (RMNs) has revolutionized how brands engage with customers; yet, the various methodologies employed by RMNs to calculate Return on Ad Spend (ROAS) create significant challenges for advertisers. Our paper explores the intricacies of ROAS calculation, highlighting the implications of variations in sales reporting granularity, extrapolation methods, attribution, and impression types. Through an extensive analysis of 573 off-site display campaigns from Albertsons Media Collective (AMC), we examine how these methodological differences can substantially impact observed media performance. 
Brett R. Gordon – Charles H. Kellstadt Professor of Marketing, Kellogg School of Management, Northwestern University
Derek T Nelson – Sr. Director of Retail Media Consulting, Ovative Group
Levi Dantzinger – Head of Marketing Science Research, Albertsons Media Collective

Standardizing Measurement from Outcomes to Leading Indicators
This session dives into how RMNs can align outcomes like iROAS, Sales, ROAS, with predictive signals like NTB lift, halo impact, and shopper intent. We’ll break down a practical framework to standardize measurement across the funnel. From accredited outcomes to optimization-ready leading indicators. Measurement isn’t just about comparability, it’s what you do next.
Jeffrey Aragon Bustos – SVP, Retail Media Analytics, Merkle

Afternoon Break

The Transformed Consumer: Navigating Strategy in an Era of Economic Uncertainty and Evolving Expectations
Learn how brands can stay resilient by staying attuned to rapidly shifting consumer mindsets.
Dan Bonert – SVP Retail Media, Merch Analytics and Retail Collaboration, NielsenIQ

Connecting with Consumers in the New Era of Commerce
Commerce is evolving rapidly, driven by TikTok and other short-form video platforms that have reshaped how consumers find, engage with, and purchase products. This work explores fundamental shifts in consumer behavior and the growing need for brands and Retail Media Networks (RMNs) to diversify their strategies. To maximize opportunities and connect with engaged consumers at every touchpoint, it’s essential to present more shoppable options—both within and across platforms—meeting shoppers wherever they are in their journey.
Rachael Ryan – Head of Research & Insights, Global & North America, TikTok
Alina Huang – Research & Insights Partner, North America & Global, TikTok 

The Seamless Shopper & the Segmented Sell
Consumers have entered a new era of seamless and circuitous shopping; however, most brand and shopper marketing strategies exist in painfully segmented silos. With the latest advancements in AI and commerce media from Google, marketers can now bridge their brand and shopper marketing efforts to better reflect the consumer journey and benefit from a fully integrated strategy.
Andrew Hotz – Director, Programmatic Media, Google 

Trends and Predictions for 2025 and Beyond (Panel)
Discussants weigh in on Commerce Media, AI, Influencers, Retail Media Networks, 1^st party data, personalized experiences, retail environments and effective marketing, CPG marketing, and new trends to stay competitive.
Rosie Gentile – EVP, FCB/SIX Practice Lead NA, FCB
Liz Anderson – Retail Media Manager, Molson Coors Beverage Company
Brett R. Gordon – Charles H. Kellstadt Professor of Marketing, Kellogg School of Management, Northwestern University
Moderator:  Cyndi Loza – Senior Editor, Path to Purchase Institute 

Closing Remarks
Paul Donato – Chief Research Officer, ARF

Cocktail Reception
Penthouse Level – Inside and Outside Terrace