Same Goal, Different Game: Framing the Value of Amazon, Instacart & Walmart with Ross Walker & Damiano Ciarrocchi - Episode 411

Sep 23, 2025

Ross Walker and Damiano Ciarrocchi from Acadia dive into the evolving landscape of retail media networks. They discuss the divergence of initial expectations from reality, emphasizing the importance of assessing retailers based on sales potential and data capabilities. The duo highlights how shopper behavior across channels influences strategies and the critical role of metrics beyond mere media performance. They also touch on the significance of aligning assortment with media to drive effective campaigns, offering actionable insights for brands navigating this complex environment.

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INSIGHT

Retail Media Growth Was Uneven

Retail media networks evolved unevenly because retailers varied in strategy, resources, and whether they outsourced capabilities.
Smaller retailers often lack the data scale and technology sophistication Amazon built over years.

INSIGHT

People And History Drive Capability

Building a retail media network is people- and expertise-driven, not just a technology flip of a switch.
Amazon's advantage came from years of digital-first investment and fewer conflicting priorities.

ADVICE

Analyze Retailers Top-Down First

Analyze each retailer from top down: sales, demand, competitive edge, then evaluate ad metrics like CPC and CPM.
Calculate CPM for search too to compare cost per impression across retailers before allocating budget.

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🎙️Interview with Ross Walker & Damiano Ciarrocchi of Acadia

DESCRIPTION

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Account Management.

Today, we’re joined by our resident masters of media, Ross Walker and Damiano Ciarrocchi, to dig into the often-fraught world of cross-channel budget allocation.

They’ll share insights, strategies, and hard-won lessons to help brands navigate this complex challenge with more confidence.

Tune in to find out more!

Quote:

“You don't get to control how the consumer buys. I can put my ads in front of the consumer, and they can choose to pick up in store because that's the most convenient for them. We’ve had brands say, “My online sales are not doing anything”. Yes, but store sales are growing fantastically. Maybe it’s time to change your goal.”

Ross Walker

KEY TAKEAWAYS

In this episode, Julie, Jordan, Ross, and Damiano discuss:

Evolution of Retail Media Networks:

The initial expectations versus the reality of how retail media networks have developed.
Challenges emerging as not all retailers are equipped for all marketing goals or funnel stages.

Strategic Approaches to Channel Selection:

How brands should assess retailers based on sales potential, data capabilities, and unique opportunities.
Importance of evaluating both hard metrics and business strategy when onboarding new brands.

Metrics that Matter (and Vanity Metrics to Watch For):

Breakdown of crucial KPIs: impressions, CPC, CPM, conversion rate, and new-to-brand rate.
Caution against over-relying on vanity metrics like ROAS without understanding calculation differences across platforms.

Assortment vs. Media Strategy:

Navigating the “chicken or egg” dilemma between assortment planning and media activation.
How exclusive or differentiated products for retailers can drive performance and avoid channel conflicts.

Understanding Shopper Behavior Across Channels:

The need to recognize that it’s often the same shopper moving between channels.
The value of creating a cohesive brand experience, no matter where the purchase occurs.

Media Mix Modeling (MMM) and the Future of Budget Allocation:

The growing role of MMM in omnichannel strategy.
Current limitations and evolving needs for MMM to provide actionable guidance for retail media investments.

Practical Scenarios & Recommendations