Retail media creates value across the whole shopping journey, from discovery to the basket, but much of it still goes uncounted. Tesco Media believes the next stage for the industry is measuring that full value consistently, across every channel. Over the next six months it is expanding incrementality measurement across Display, Video, Sponsored Products, Scan as you Shop and Meta, covering around 93% of Tesco Media spend, alongside a new multichannel geo-lift solution showing how channels work together. Tash and James will discuss how Tesco Media Ad Manager, powered by Kevel, helps make measurement a product rather than a report: the infrastructure it takes, measuring newer formats like shoppable and in-store media, and why ads that genuinely help customers tend to be the ones that prove incremental. They'll also be candid about what they're still working out.