You've heard of the 4Ps? Meet the 4Ms: Merchant, Marketer, Media, and Metrics. While RMNs continue to digitize the physical store with screens, audio, and dynamic targeting, brands and merchants remain focused on shelf-level velocity and category growth. Meanwhile, advertisers frequently struggle to activate in-store digital inventory due to internal lack of agreement over budget ownership, team structures, and measurement frameworks.

Co-led by Brendan O'Brien (Partner Path LLC), Heather Savatta (Albertsons Media Collective), and Paul Brenner (In-Store Marketplace), this roundtable brings together three perspectives necessary to unlock the full potential of physical retail. This interactive discussion moves beyond 1:1 e-commerce attribution playbooks to explore what's needed for a unified operational framework, focusing on product movement, category shift, segment influence, and test-and-control methods. Participants will debate whether and how to shift trade dollars from legacy print signage to scalable digital formats, how to align conflicting stakeholder scorecards, and what standardized in-store metrics (or frameworks) can satisfy all parties.