A brand shoots a TV commercial or a social video, then resizes it for a retail screen and calls it in-store advertising – but there are much better ways to leverage content instore, says Paul Brenner , Senior Vice President of Retail Media and Partnerships at ISM . They built a scripted series called “Rico’s Tacos” specifically for Albertsons stores, filmed with real associates and launched across YouTube, social and in-store screens. Shopper insights shaped the story before a single scene was written, and Albertsons Media Collective helped shape that story alongside P&G rather than approving a finished asset for placement. That difference points to where retail media is headed, and it raises a problem the industry hasn’t solved yet. Content this ambitious needs a measurement approach built for what it actually is – one that accounts for the store, the shopper and the story together — in addition to how this inventory gets bought and sold.