FRAMEWORK — DECISION INTELLIGENCE

Welcome to the In-Store Retail Media Journal.

In-Store Retail Media is still defining what it wants to become.

Some see it as digital signage.

Some see it as another advertising channel.

I believe it can become something much bigger.

Today, much of what is called In-Store Retail Media is, in practice, digital signage with a new name—a screen running a content loop, reporting impressions, and stopping there.

No connection to what was actually sold.

No way to know whether anyone bought anything because of what they saw.

I believe the future of In-Store Retail Media is not advertising.

It's intelligence.

The kind of intelligence that helps Category Management, Trade Marketing, Revenue Growth Management and Merchandising teams make better commercial decisions.

Sales, not impressions.

Commercial outcomes, not proof of play.

This isn't a company blog.

It's a personal journal about the future of In-Store Retail Media.

Over the last few years, working across Brazil, Mexico and the wider Latin American retail ecosystem, one question has kept coming back:

What actually makes In-Store Retail Media different?

This journal is my attempt to answer that question.

Not through isolated opinions.

But by building a coherent framework, one essay at a time.

A framework, not just opinions

Everything published here builds on a small set of core concepts.

Concepts like:

• Context Intelligence
• Decision Intelligence
• The Last Metre
• The Six Layers
• Observed, Attributed and Incremental Sales
• The Intelligence Moves. The Data Stays.

If you're new here, I'd recommend starting with the Start Here page.

It introduces the framework and explains how all of these ideas connect.

Principles

Alongside the essays, you'll also find a short collection of Principles__-.

Simple statements that summarise how I think about the future of the industry.

Ideas like:

• Sales > Impressions
• Context > Identity
• Measurement > Proof of Play
• Privacy Creates Scale

If you only have a minute, that's probably the fastest way to understand my point of view.

Measuring what actually matters

One of the central themes of this journal is measurement.

Not because measurement is the objective.

But because it changes the quality of every commercial decision that comes afterwards.

Throughout these essays, I explore the difference between:

• Observed Sales
• Attributed Sales
• Incremental Sales

Three numbers that often get confused.

Three numbers that mean completely different things to a CFO deciding whether to renew a Retail Media investment.

Challenging accepted assumptions

Some essays will question ideas that have become widely accepted across the industry.

Particularly the assumption that placing screens inside stores automatically creates In-Store Retail Media.

I don't believe it does.

Without sales attribution, a screen is inventory.

Not In-Store Retail Media.

A LatAm perspective

Most of my work is focused on Latin America, particularly Brazil and Mexico.

Physical retail still dominates commerce across the region.

Yet measurement inside physical stores remains surprisingly limited.

I believe that gap represents one of the biggest opportunities in global Retail Media.

Many of the ideas you'll find here are shaped by conversations with retailers, brands and partners building that future in real time.

This isn't intended to be a collection of articles.

It's an attempt to build a framework for understanding where In-Store Retail Media is heading.

Every essay is another piece of that framework.

If one resonates with you, I hope you'll keep reading.

Because the next one probably won't stand alone.

It will build on the last.

Welcome.