Amperity, the AI-powered customer data cloud, and Criteo, the platform connecting the commerce ecosystem, has 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.
Here’s how it works:
- The Foundation: The process begins with unifying customer data. A powerful engine like Amperity ingests all of MixIn’s transactional data from both in-store and online purchases and uses AI to resolve customer identities, creating a single, accurate profile for every customer where all transactions are appended along with loyalty identifiers and even web identifiers such as customer emails.
- The Link: A customer is exposed to a digital ad for a beverage brand, served by Criteo and assigned an id.
- The Purchase: Days later, that same customer shops at a Dan Murphy’s or BWS, and scans their loyalty card at the checkout, My Dan’s has an 84%+ scan rate showing the strength of the connection we can build.
- The Connection: Amperity sends the id and offline transactions associated with that id to Criteo for matching purposes. The Criteo platform connects the dots and configures attribution windows. The system deterministically matches the digital ad exposure id to the verified, in-store purchase id. The loop is officially closed, creating a complete “Attribution Picture”.
“This changes how retail media works in Australia,” said Hayley Robinson, head of sales and 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.”
The new attribution solution provides MixIn’s retail media network with:
- Connects in-store sales with digital campaigns at scale, giving brands proof of effectiveness.
- Built and launched in just five weeks, now helping brands optimise spend and performance.
- 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 per cent 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 and omnichannel connections at Vinarchy Wines.
“With my sales lead, I can shift the conversation from the 15 per cent of sales online to the 100 per cent 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.”
MixIn, Criteo, and Amperity plan to build on this foundation with additional capabilities that increase trust, transparency, and results across retail media.
