Rethinking Measurement in Retail Media with Tami Harrigan

Tami Harrigan, VP of Business Development and Partnerships at AppsFlyer, spends her days deep in the world of retail media. From attribution challenges to data privacy and shifting shopper behavior, she’s working alongside retailers and brands to help make sense of what’s changing and what’s not.

We caught up with her to talk about the biggest trends she’s seeing, what’s still getting in the way, and how both sides of the industry can move forward smarter.

Let’s start with your career. What brought you into retail media?

Tami Harrigan: After starting my career as an Investment Banking Analyst and in Private Equity, I made a hard pivot to technology after graduating with my MBA from Kellogg School at Northwestern.  At the time, I was very passionate about the rise of e-commerce and how it intersected with marketing (and I still am!).  So inevitably, I found myself in the crazy world of ad tech. I joined Criteo in 2017, just as they were beginning the integration process with HookLogic. HookLogic became the backbone of the Criteo Retail Media business and that was the beginning of Retail Media for me!

What trends are you paying the most attention to right now?

Tami Harrigan: Measurement is still the biggest thing everyone’s trying to crack. Brands want to see results that tie back to real business outcomes, and most media networks are still figuring out how to deliver that consistently.

Incrementality is another big one. Marketers are asking, “Am I driving new purchases, or just capturing demand that was already there?” Attribution models are improving, but it gets tricky once offsite campaigns are in the mix. Figuring out how to de-dupe and show true impact across channels is going to be a focus for a while.

And while there’s a lot of momentum around standardizing metrics, the truth is we’re still pretty far from a universal measurement framework.

What’s happening with first-party data?

Tami Harrigan: While Google’s decision to not get rid of cookies was big news, we don’t think that changes things too much. For the brands we work with, building and nurturing first-party data programs still is everything. But a lot of retailers are still figuring out how to actually use it in a scalable, privacy-compliant way.

The ones that will win are building tools that let brands tap into that data in a more customized, self-service way. We’re seeing more interest in collaboration and data sharing too, but those walled gardens aren’t coming down anytime soon. And with privacy rules constantly evolving, everyone has to be more thoughtful about how they’re using shopper data.

What’s still holding retail media back?

Tami Harrigan: The fragmentation is real. Every network has its own setup, its own metrics, and its own reporting structure. That inconsistency makes life really hard for brands trying to run multi-retailer campaigns.

Another challenge is that some retailers think they can build everything in-house. But creating a successful RMN takes more than just spinning up an ad platform. It takes a real product roadmap, dedicated engineering resources, and ongoing investment – not to mention expertise that most teams don’t have on hand.

And finally, ROAS alone just doesn’t cut it anymore. Brands want to understand the full picture –  lifetime value, incrementality, upper-funnel performance. The ones that can offer that will have a major edge.

Where do you see opportunities for growth?

Tami Harrigan: The upside of fragmentation is that it’s sparking innovation. Everyone’s trying to solve similar problems, which means there’s room for better tools and smarter collaboration.

Retailers are starting to realize they don’t need to go it alone. We’re seeing more partnerships with ad tech providers who can help scale measurement and clean data activation.

And I think we’re just scratching the surface when it comes to new ad formats. Video, offsite, shoppable content, all of that is still maturing, but it’s where a lot of the opportunity is.

What’s your advice for retailers and RMNs?

Tami Harrigan: Invest in measurement. If you can’t prove your value, you’ll struggle to keep advertiser budgets.

Also, keep it simple. Make it easy for brands to use your tools, launch campaigns, and understand performance. The harder it is to use, the less likely they are to come back.

And try new things. Whether it’s testing new formats or bringing in outside partners, don’t get too comfortable doing what’s always worked.

What should advertisers be focusing on?

Tami Harrigan: Ask for transparency. Make sure your RMN partners are giving you clear, timely, and unbiased reporting.

Think beyond the basics. Sponsored products are important, but there’s a lot more out there, especially as offsite, social, and video continue to grow.

And lean into your first-party data. Data collaboration tech, like clean rooms and other privacy-first tools, can help you make smarter decisions and unlock better targeting strategies.

Which women in retail media inspire you and why?

Tami Harrigan:

Catalina Salazar - Wolt

Sana Shaikh - FlipKart

These two women in my industry continually inspire me through their bold, innovative thinking and unwavering commitment to growth. As customers, they don’t just adopt cutting-edge solutions, but they challenge the status quo and push for what should be next. Their approach not only drives impact within their organizations but also compels my team and me to elevate our thinking and capabilities, encouraging us to innovate alongside them. Their energy, insight, and refusal to settle for “good enough” create a ripple effect that strengthens our collaboration and raises the bar across the board.

Follow us on LinkedIn: https://www.linkedin.com/company/women-in-retail-media-collective/

About us: The Women in Retail Media Collective (WRM Collective) is a network dedicated to empowering women in the retail media sector. By providing resources, thought leadership, and community, WRM Collective creates pathways for women to lead, innovate, and drive change in this booming sector. Founded by two industry leaders, WRM Collective is committed to fostering a more inclusive and equitable retail media landscape. For more information visit www.wrmcollective.com.