Amperity and Criteo, in partnership with MixIn by Endeavour Group, have introduced a new solution to address one of retail media’s biggest hurdles: linking digital advertising to in-store sales.
Verified in-store sales can now be directly attributed to digital campaigns, offering marketers clear insights into online and offline performance.
While modern consumers browse across numerous digital touchpoints before making a purchase, most transactions still take place in physical stores. Historically, brands have faced challenges in identifying which campaigns influenced these sales.
“This changes how retail media works in Australia. For years, brands have been asking us for proof that digital campaigns drive in-store sales and now we can finally show it. It’s a real breakthrough for our partners,” said Hayley Robinson, Head of Sales & GTM Retail Media at MixIn by Endeavour Group.
The new attribution solution enhances MixIn’s retail media network by enabling scalable connections between in-store sales and digital campaigns for the first time in Australia, giving brands proof of campaign effectiveness.
Developed and deployed in just five weeks, it already helps marketers optimise spend and performance. Built on secure, first-party data, the solution also ensures privacy compliance while supporting more impactful advertising.
“We’re proud to be part of a solution that’s setting a new standard in speed to value and measurement for the entire retail media industry in Australia,” said Bel Lloyd, Client Lead at Amperity.
“Amperity’s ability to unify complex customer data is the key to what unlocks this new opportunity for measurement. Together, we’re giving MixIn as part of the Endeavour Group a differentiated offering that delivers real business value for their brands.”
According to a 2025 study by Arktic Fox, 96 per cent of brands face difficulties in quantifying the return and value of retail media investments. The solution not only closes the credibility gap, but also allows MixIn to automate and scale first-party data activation, giving beverage brands a competitive edge.
“Bringing in-store sales into the self-serve measurement suite Criteo provides has been a game-changing proof point for the team at Mixin,” said Guillaume Dupont, Head of Monetisation, Retail Media at Criteo ANZ.
“We’re proud to make it a reality with Amperity. This solution makes data accessible, empowering brands to understand the impact of their advertising and enabling retailers to maximise its effectiveness.”
The launch represents the first phase, with MixIn, Criteo, and Amperity planning to expand the offering with additional capabilities to boost trust, transparency, and performance in retail media.
Vinarchy Wines, one of MixIn’s partners, said it is already witnessing the impact of the new solution.
“Closed-loop attribution finally means I can justify premium spend with my Marketing Director by showing deeper shopper insight,” said Meredith Lewis-Jones, Head of Digital & Omnichannel Connections at Vinarchy Wines.
“With my sales lead, I can shift the conversation from the 15 percent of sales online to the 100 percent influenced by digital. And with finance, I can move past proxy metrics and prove results at the till. That changes the conversation across the board.”