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The CPG View
Navigating Retail Media: Insights on Standardization, Data Innovation, and the Future of CPG Advertising (Jeffrey Bustos, IAB & Vin Lay, Albertsons Media Collective)
Feb 9, 2024
Jeffrey Bustos from IAB and Vin Lay from Albertsons Media Collective discuss data revolutionizing CPG companies' approach to retail media. They delve into data-driven strategies, measurement transparency for Albertsons Media Collective, challenges in getting other Retail Media Networks to adopt standards, and emerging trends in CPG advertising like data clean rooms and blockchain technology.
26:15
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Quick takeaways
- Data-driven strategies facilitate targeted marketing, measurement, and consent-driven personalization in CPG advertising.
- Measurement transparency benefits both retailers and brands, allowing for informed decision-making, enhanced models, and optimized media strategies.
Deep dives
The Role of Data in Revolutionizing CPG's Approach to Retail Media
Data plays a crucial role in transforming the way CPG companies approach retail media. Retailers have access to valuable first-party data, thanks to their strong relationship with consumers. This data enables CPGs to personalize their marketing efforts, measure the outcomes, and ensure they have consumer consent. Data-driven strategies focus on solving specific problems and leveraging consumer behavior changes. For example, AT&T successfully targeted audiences of people who were moving boxes, even though it might not be an obvious audience for internet purchases. Overall, data-driven approaches facilitate targeted marketing, measurement, and consent-driven personalization.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode