The CPG Guys are joined in this episode by Melissa Emerich, Chief of Staff + Director of Strategy & Revenue for AD Retail Media at Ahold Delhaize USA. This episode was recorded on the Techtalks Stage at Groceryshop 2024.

Follow Melissa on LinkedIn here: https://www.linkedin.com/in/melissa-emerich-25707536/
Follow AD USA Retail Media on LinkedIn here: https://www.linkedin.com/company/ad-retail-media-usa/about/
Follow AD USA Retail Media Online here: https://www.adretailmedia.com/p/1

Melissa answers these questions:

1) What are the primary objectives of AD Retail Media? What are updates since Bobby joined us back in Dec 2022?
2) What are standard KPI’s that a brand can expect with you? What does every campaign report back on for the brand to feel it got ROI in its investment?
3) IAB has begun the process of establishing some standards, but this is largely open space. How do you feel about standardization of measurement across our industry?
4) What constitutes a successful campaign with AD Retail Media - what elements are a must have from a brand/vendor perspective?
5) How developed is AD Retail Media with offsite partners?
6) What’s the latest on the digital evolution in-store?
7) There’s an inherent focus on national players, but based on ADRM’s local brand power, clearly regional networks have a lot to offer. Can you talk a little more about that?
8) How do you account for AD Retail Media with brand partners - is it JBP alone exercise or do you take another approach.
9) What trends are you following in the RMN space as it relates to the next wave of what consumers are adopting? Is it CTV or something else?

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined by Lauren Steinberg, SVP o Media, Loyalty & Digital at Loblaw Companies Limited, Canada’s food and pharmacy leader, the nation’s largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw – and its portfolio of grocery, health and beauty, financial services and apparel businesses – provides Canadians with an unparalleled mix of value, assortment and convenience, and offers Canadians two of the country’s most recognized brands – President’s Choice and no name.

Follow Lauren on LinkedIn here: https://www.linkedin.com/in/steinberglauren/
Follow Loblaw on LinkedIn here: https://www.linkedin.com/company/loblaw-companies-limited/
Follow Loblaw Advance online here: https://www.loblawadvance.ca/

Lauren answers these questions:

1. Loblaw is known by many names in Canada. Would you dimensionalize the Loblaw business and key metrics of the addressable audience you offer to brand advertisers?
2. What is Loblaw Advance? What are the component solutions that you make available to brand advertisers?
3. How does Loblaw use data from its loyalty programs to enhance customer experience?
4. What role does personalization play in Loblaw’s loyalty strategies and how do they align to merchant priorities?
5. How is Loblaw delivering meaningful retail media performance measurement to help brand advertisers be sure that their investments are effective?
6. How do you balance consumer privacy with the need for targeted retail media campaigns & how do you ensure that the personalization efforts don’t feel intrusive to customers?
7. How does Loblaw collaborate with brands to optimize retail media offerings for mutual benefit?
8. What are some of the trends in customer insights driving retail media activation that you are focused on developing the Advance platform looking forward?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined by RR Donnelley's Lisa Pruett, President of Packaging & Labels and Hans Fischmann, VP & General Manager of nCountR, an innovative advertising platform designed to enhance customer experiences in physical retail stores. By combining digital programmatic advertising with in-store merchandising and advanced technology, nCountR creates engaging experiences right where customers make their purchases.

Follow Lisa Pruett on LinkedIn here: https://www.linkedin.com/in/lisa-c-pruett/
Follow Hans Fischmann on LinkedIn here: https://www.linkedin.com/in/hfischmann/
Follow RR Donnelley on LinkedIn here: https://www.linkedin.com/company/rr-donnelley/
Follow nCountR online here: https://www.rrd.com/solutions/ncountr

Lisa & Hans answered these questions:

1. After going to West point, you’ve built quite the career in packaging, I’d love for you to take us through the years and tell our audience how you have seen this space change over the years?
2. It's clearly a war for attention whether retail or a brand. How do you feel about that and what message do you have on this for them?
3. Part of attention is shopping experience - clearly websites and apps still have long ways to go, but what about the store?
4. Can we look downstream? What are the implications downstream such as supply chain, stocking, and even the shelf appearance through packaging constraints?
5. With everything we have discussed so far, how does it influence innovation, especially in an inflationary environment where multi packs have a lot of attention?
6. The companies you work with at RRD have access to a significant set of data streams - how does this data stream work in your favor and eventually for the consumer?
7. What is your value proposition as RR Donnelley in this evolving consumer landscape?
8. Finally, let’s ask you to look future forward. What trends are you guys following and coaching others to follow? While retail media is obvious and so is AI, are you guys leveraging this?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined by Art Sebastian, Founder & CEO of NexChapter, Jared Luskin, Head of Platform & Media Partnerships at Bridg and Neil Murphy, Chief Revenue Officer at Bridg.

Bridg is a data and audience platform built exclusively for brick and mortar retailers and their CPG partners that powers retail media success. The platform solves a longstanding challenge – identifying and targeting in-store customers that aren't part of loyalty or rewards programs – using their exclusive offline resolution capabilities and clients' point of sale (POS) data.

This episode is sponsored by Bridg

Follow Art Sebastian on LinkedIn here: https://www.linkedin.com/in/artsebastian/
Follow NexChapter on LinkedIn here: https://www.linkedin.com/company/nexchapter/
Follow NexChapter online here: https://www.nexchapterinc.com/

Follow Jared Luskin on LinkedIn here: https://www.linkedin.com/in/jared-luskin/
Follow Neil Murphy on LinkedIn here: https://www.linkedin.com/in/neil-murphy-49b940/
Follow Bridg on LinkedIn here: https://www.linkedin.com/company/bridgplatform/
Follow Bridg online here: https://www.bridg.com/

Art, Jared & Neil answer these questions:

1. How has the consumer perception of C-stores changed/shifted over time, and what factors have contributed to their growing popularity?
2. What has been the challenge for convenience stores in terms of building a meaningful data asset to fuel the ability to create & measure audiences for use in retail media?
3. We see that the typical focused c-store shopper is in and out in under four minutes––can you elaborate on some of their key characteristics and behaviors, and how c-stores can capitalize on their unique position to better serve the communities they are in?
4. How are these stores leveraging loyalty programs and personalized programs today, particularly among fuel customers?
5. What are the biggest areas of opportunity for brand advertisers to engage convenience shoppers in a measurable way and how do you see Rippl helping them to enable this opportunity?
6. What key trends and innovations are shaping the future of convenience retail?them to enable this opportunity?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined by Paula Despins, VP of Campaign Measurement, Planning & Amazon Marketing Cloud at Amazon Ads.

This episode was recorded in Austin Texas during the annual Amazon unBoxed event.

Follow Paula Despins on LinkedIn at: https://www.linkedin.com/in/paula-despins-4274a78/
Follow Amazon Ads on LinkedIn at: https://www.linkedin.com/showcase/amazonadvertising/
Follow Amazon Ads online at: https://advertising.amazon.com/

We asked Paul these questions:

1) Amazon Ads Measurement Strategy and Vision: What is the biggest challenges Amazon faces when measuring ad performance across its vast ecosystem?
2. Artificial Intelligence and Machine Learning: How is Amazon leveraging AI to improve the accuracy of attribution models?
3. Artificial Intelligence and Machine Learning: Can you describe any recent advancements in predictive analytics within your team’s deliverables?
4. Ad Performance & Insights: How does your team help advertisers identify key drivers of performance beyond basic metrics like CTR or ROAS?
5. Ad Performance & Insights: How do you measure and track long-term brand impact or offline effects of Amazon ads?
6. How do you handle cross-device attribution in a privacy-first world?
7. Amazon Marketing Cloud: What are the unique advantages of using Amazon Marketing Cloud comparedto other clean rooms or measurement solutions?
8. How are vendors/sellers able to leverage measurement in AMC?
9. Amazon Marketing Cloud: Can you share some examples of how advertisers are using AMC to enhance their media planning and optimization?
10. Amazon Marketing Cloud: How does Amazon ensure that AMC remains flexible for advertisers with different needs and levels of technical expertise?
11. Collaboration and Partnerships: How does Amazon work with third-party measurement solutions, and what role do partnerships play in your overall measurement ecosystem?
12. Innovation and Future Outlook: What innovations in ad measurement and attribution are you most excited about over the next few years?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Mark Baum, Chief Collaboration Officer at FMI, the Food Industry Association and Liz Buchanan, North America President of NielsenIQ. FMI & NielsenIQ are collectively performing a joint research along with Thinkblue LLC - a consulting powerhouse that includes our co-host Sri, on the latest in retail media. They are interviewing brands, retailers and service providers to determine where this RMN topic evolves. The firest iteration of results is to be published at FMI mid winter in late Jan 2025.

This episode is sponsored by NielsenIQ

Follow Mark Baum on LinkedIn here: https://www.linkedin.com/in/mark-baum-28b8822/
Follow FMI on LinkedIn here: https://www.linkedin.com/company/fmithefoodindustryassociation/
Follow FMI online here: https://www.fmi.org/

Follow Liz Buchanan on LinkedIn here: https://www.linkedin.com/in/liz-buchanan-35b2007/
Follow NIQ on LinkedIn here: https://www.linkedin.com/company/nielseniq/
Follow NIQ online here: https://nielseniq.com/global/en/

We asked Liz & Mark these questions:

1) Why partner on retail media, why now? Mark follows Liz.
2) What can the industry expect in a partnership between your organizations? Is it a one time effort to land an opinion or will we see an evolution? Mark goes first.
3) Who is the desired audience for the research? Where can the industry broadly find the results? Will there be a learning component or is it a white paper only?
4) what is NIQ’s offerings on retail media? How does this complement what you do
5) why partner on retail media, why now?
6) What can the industry expect in a partnership between your organizations? Is it a one time effort to land an opinion or will we see an evolution?
7) Who is the desired audience for the research? Where can the industry broadly find the results? Will there be a learning component or is it a white paper only?
8) what is NIQ’s offerings on retail media? How does this complement what you do?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPGGUYS are joined in this episode by Gabriel Dillon, bringing you the ongoing value proposition of contentful. He is the Principal, Strategic Alliance Manager, and is back at Contentful after a stint and ninetailed, bringing his expertise in personalization and testing to the world's largest composable content ecosystem. Before this, he led partnerships at Ninetailed. He also founded a Y Combinator-backed startup, successfully scaling it with top-tier venture capital. Gabriel was Algolia’s first North American sales hire, and later, its first partner sales executive. Along the way, he built top-tier agency relationships at Contentful.

This episode is sponsored by Contentful.

Find Gabriel Dillon on Linkedin at: https://www.linkedin.com/in/gabrieldillon/
Find Contentful on Linkedin at: https://www.linkedin.com/company/contentful/
Find Contentful online at: https://www.contentful.com/

Here's what we asked him :
1. Give us the scoop on your career and how you anchored the last few years on content as a business model.
2. Gabriel , what does the Ninetailed acquisition mean for Contentful? How does it improve the overall portfolio of Contentful?
3. The single hottest word in content today and we saw it dominate Cannes Lions is AI - how do AI and content intersect?
4. What about platforms - which platforms matter for content engagement and how do you provide services to drive it.
5. Responsibility around content governance matters. How is AI challenging this very theory and how is Contentful thinking about governance and services around it?
6. Content is more than production - ROI asks is the name of the game - how do you see a measurement framework around it - what about Contentful?
7. Talk to us about content personalization at scale - is this even feasible and how does Contentful’s platform enable it?
8. Gabriel - what are key trends around this space we should advise brands to focus on? Why should brands and retailers connect with you to scale?

For The path to purchase institute omni shopper awards sponsorship : email contact@cpgguys.com or click here
For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represe

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Rick Swinkels, CEO of TCC, which creates high participation, high engagement loyalty campaigns and platforms that influence, recognise and reward shopper behaviour in-store and online.

An industry leader for more than 30 years, active in 70 countries and over 8,000 campaigns successfully delivered.

This episode is sponsored by TCC Global.

Follow Rick on LinkedIn at: https://www.linkedin.com/in/rickswinkels
Follow TCC Global on LinkedIn at: https://www.linkedin.com/company/tcc_2/
Follow TCC online at: https://www.tccglobal.com/

We ask Rick these questions:

1. What is the TCC value proposition?
2. What's keeping your customers awake at night, what are the big issues you're seeing in CPG/Grocery
3. What can retailers do about it?
4. How can TCC Help?
5. Grocery trends and price competition – how do you win the unwinnable war?
6. Talk to us about Omnichannel? What is TCC’s latest initiative in omnichannel?
7. What are you looking forward to doing at GroceryShop?
8. What is the difference between US and Europe retail what can they learn from eachother’s approaches?

For The path to purchase institute omni shopper awards sponsorship : email contact@cpgguys.com or click here
For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.