Jeffrey Bustos is one of the architects of how retail media gets measured. He authored the IAB/MRC Retail Media Measurement Guidelines, the IAB In-Store Retail Media Standards, and the IAB LATAM Marco de Medición y Optimización en Retail Media. His work defines the methodologies that brands, retailers, and RMNs across North America and Latin America use to measure incrementality, attribution, and return.
At Merkle, Jeffrey leads retail media analytics, building the measurement frameworks and products for retailers and brands. He serves as Strategic Advisor to the MMA South Africa Retail Media Task Force, where he co-leads the measurement standards workstream.