For the first time, brands can clearly measure how digital campaigns drive purchases in store

Amperity, the AI-powered customer data cloud, and Criteo, the global platform connecting the commerce ecosystem, announced an innovative solution through their partnership with MixIn by Endeavour Group. Solving one of the toughest challenges in retail media: proving how digital ads drive in-store sales. For the first time, brands in Australia can directly connect in-store sales with digital advertising campaigns, solving the long-standing challenge of closed loop attribution at scale.

Today’s shoppers move across countless digital touchpoints before buying, yet most sales still happen in stores. Until now, brands have struggled to see which campaigns actually influenced those purchases. The new MixIn solution, powered by Amperity and Criteo, changes that by linking verified in-store sales directly to digital campaigns, giving marketers a clear picture of impact across both online and offline channels.

“This changes how retail media works in Australia,” said Hayley Robinson, Head of Sales & GTM Retail Media at MixIn by Endeavour Group. “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.”

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The new attribution solution provides MixIn’s retail media network with:

• First in Australia: Connects in-store sales with digital campaigns at scale, giving brands proof of effectiveness.

• Fast rollout: Built and launched in just five weeks, now helping brands optimise spend and performance.

• Privacy-safe foundation: Powered by secure first-party data to ensure compliance while fueling more effective campaigns.

“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.”

Research backs up the need. A 2025 study by Arktic Fox found that 96% of brands struggle to quantify the return and value of retail media investments. This solution addresses that credibility gap, while also enabling MixIn to automate and scale first-party data activation—giving beverage brands a sharper edge in the market.

“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, 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.”

One of MixIn’s brand partners, Vinarchy Wines, is already experiencing the difference.

“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% of sales online to the 100% 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.”

This launch is only the beginning. MixIn, Criteo, and Amperity plan to build on this foundation with additional capabilities that increase trust, transparency, and results across retail media.

MixIn by Endeavour is the retail media arm of Endeavour Group, Australia’s leading retail drinks and hospitality business. Leveraging first-party data from millions of customer transactions across iconic brands like Dan Murphy’s and BWS, MixIn provides brand partners with unparalleled opportunities to connect with customers at every stage of their journey, from discovery to purchase.

Criteo (NASDAQ: CRTO) is the global platform connecting the commerce ecosystem for brands, agencies, retailers, and media owners. Its AI-powered advertising platform has unique access to more than $1 trillion in annual commerce sales—powering connections with shoppers, inspiring discovery, and enabling highly personalized experiences. With thousands of clients and partnerships spanning global retail to digital commerce, Criteo delivers the technology, tools, and insights businesses need to drive performance and growth. For more information, please visit criteo.com.

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Amperity’s Customer Data Cloud empowers brands to transform raw customer data into strategic business assets with unprecedented speed and accuracy. Through AI-powered identity resolution, customizable data models, and intelligent automation, Amperity helps technologists eliminate data bottlenecks and accelerate business impact. More than 400 leading brands worldwide, including Virgin Atlantic, Dr Martens, Wyndham Hotels & Resorts and Reckitt rely on Amperity to drive customer insights and revenue growth. Founded in 2016, Amperity operates globally with offices in Seattle, New York City, London, and Melbourne. For more information, visit amperity.com or follow us on LinkedIn, X, Facebook and Instagram.