Amperity, Criteo, and MixIn by Endeavour Group launch closed loop attribution solution for retail media in Australia

Australia – Amperity, Criteo, and MixIn by Endeavour Group have jointly launched a new retail media solution that enables brands in Australia to directly measure how digital campaigns influence in-store purchases. The collaboration introduces a closed loop attribution capability designed to bridge the long-standing gap between digital advertising and offline sales.

The new MixIn solution, powered by Amperity’s AI-driven customer data platform and Criteo’s commerce media technology, connects verified in-store sales with digital ad campaigns, offering marketers a more complete view of their performance across 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.”

According to the companies, the new solution represents the first large-scale capability in Australia to link in-store sales with digital campaigns. Built and launched in five weeks, it leverages secure first-party data to ensure compliance while helping brands optimise their advertising spend and performance.

“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.”

The launch follows research by Arktic Fox in 2025, which found that 96% of brands struggle to quantify the return on retail media investments. The partnership aims to address this gap while allowing MixIn to automate and scale first-party data activation for its beverage brand partners.

“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.”

Vinarchy Wines, one of MixIn’s brand partners, has already adopted the 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% 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.”

The companies said the partnership marks the start of a longer-term initiative to enhance transparency and performance measurement in retail media, with plans to expand capabilities in the coming months.