Join Melanie Zimmermann, General Manager of Retail Media at Criteo, and Andreas Reiffen, Founder and CEO at Pentaleap, as they dive into the dynamic world of retail media. They debate the impact of rising Retail Media Networks on brand-retailer interactions. The conversation highlights the shift from monolithic to modular ad tech solutions and the need for better tools that meet modern advertising demands. They also tackle the challenges of relevant ad serving and the future of auction-based strategies in this evolving landscape.
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insights INSIGHT
Retail Media Changed The Retail-Brand Relationship
Retail media transformed retailer-brand dynamics by turning retailers into sellers of media as well as goods.
This shift created huge data and personalization opportunities but also new commercial complexity.
volunteer_activism ADVICE
Don’t Rely Only On Retailer Front-Ends
Don't assume a retailer front-end alone will attract more brand investment.
Focus on connectivity and tools that let brands buy and measure media across retailers.
insights INSIGHT
Honeymoon Phase Is Over
The retail media honeymoon is over and scaling a profitable ad business is harder than expected.
Many retailers underestimated effort required to convert trade dollars into true media margin.
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Welcome to the first ever debate on The FMCG Guys, with two Retail Media Titans (and competitors): Melanie Zimmermann from Criteo and Andreas Reiffen from Pentaleap.
In the last five years, we’ve seen how many retailers have built Ad businesses, now commonly known as Retail Media Networks. This surge has had a tremendous impact on the industry, effectively changing marketing and the way brands and retailers interact. In this time, there’s been a clear pioneer in the ad-tech space, that has won many, many Retail accounts during this surge of Retail Media: Criteo. In parallel, we’ve seen other, smaller and more solution-specific, companies that claim to offer a better technology, like Pentaleap.
Our two guests wanted to bring the recent LinkedIn debates – which suggest that the incumbent’s hegemony may be in danger – into a real conversation, away from the usual fluff in other podcasts and live events.
Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
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