The Business of Marketing

In this episode of "Exploring CTV and Retail Media Networks," hosts Dan Massimino and Evan Hovorka are joined by Sean Muller, the founder and CEO of iSpot. Join them as they discuss the rapid shift from linear TV to CTV and the rise of ad-supported models in CTV. They also explore the importance of standardization in the industry, integrating with partners, and all things AI.

Sean has founded and served as a key executive in half a dozen ventures throughout his career, including Demand Media, MediaNet Digital, eNom and The Wedding Tracker, and brings a real wealth of experience to the show. If you enjoyed this episode, don't forget to subscribe and review on Apple Podcasts, Spotify, and Google Podcasts.

• Sean Muller LinkedIn
• iSpot Website

Episode Highlights:

[16:54] Sean discusses the emerging trends in the video and streaming space, noting the rapid shift from linear TV to CTV and the rise of ad-supported models in CTV (as opposed to a subscription-based model). He also talks about the nontraditional TV networks in CTV, such as YouTube (50% of which is viewed on a TV screen) and Amazon (which has a TV network and owns Thursday Night Football)o. Sean then highlights the industry trend towards retail media networks. 

[23:29] Sean emphasizes the need for standardization in measuring video advertising across platforms, from “traditional linear TV”, to on-demand streaming services, to social media sites such as TikTok. He notes that historically TV ads were measured by overall viewership, rather than the actual reach (ie impressions). Sean’s company, iSpot, has focused on creating a standardized metric for video impressions, meaning that each ad, regardless of platform, is measured equally. While the industry is moving towards this approach, Sean suggests that not every publisher or advertiser has agreed on a standard.

[32:35] Sean discusses how iSpot handles integrating data from "walled gardens" (platforms with restricted data access) by using a sophisticated approach based on household and individual identity mapping. He explains that Ispot integrates with partners by starting with their ID spine, mapping out households and individuals across the United States. This approach allows for seamless integration with partners and simplifies the process for advertisers and vendors; it also allows advertisers to understand how their ads perform across different platforms, ensuring accurate deduplication and comparison.

[34:48] Sean distinguishes between traditional AI (advanced machine learning) and generative AI, which involves generating different versions of ads or ad components, saying that there is a significant amount of “machine-learning AI that could be done to optimize the media”. He also mentions their investment in AI infrastructure and how they use their rich history of TV ads to generate ideas and speed up the creative process by creating storyboards or scripts. Sean emphasizes that AI won’t necessarily be used to create an entire ad, but could speed up some of the more time-consuming or expensive aspects involved in their creation.

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In the inaugural episode, Ben Sylvan, vp of data partnerships at The Trade Desk joins The Garage to discuss how diversity is a key ingredient for inspiration and innovation and the need for complementary skill sets to drive creativity and problem-solving.

• Introductions 00:00:01 – 00:05:04
• What is The Garage? 00:05:04 – 00:07:40
• “Ah ha" moments that lead to bright spot creation? 00:07:50 – 00:17:10
• Creating space for innovative culture and mindsets 00:17:10 - 00:29:46
• Jumpstarting change within your organization 00:29:46 – 00:39:13
• If you could change one thing about the industry, what would it be? 00:39:13 – 00:42:54
• What are the next industry buzzwords? 00:42:54 – 00:48:47
• Closing 00:48:47 – 00:50:21

Want to know more about retail media? Learn why ROAS alone is the wrong metric for gauging retail media performance.

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders.

Hosted on Acast. See acast.com/privacy for more information.

In our second special episode from POSSIBLE, our hosts sit down with Albertsons Media Collective VP Harvey Ma and Sherry Smith, Executive Managing Director for the Americas at Criteo where she leads the brand’s commercial and operations teams across enterprise and growth accounts in the region. 

During the conversation, they discussed how sponsored search and product ads fit into an omni-channel marketing approach, how the retail media boom has changed the sponsored landscape, and what are the next big needs that RMN’s can anticipate coming from brands and how can they support. 

00:00:01 - Introductions

00:06:24 - Sponsored Search and Product Ads in Omnichannel Marketing Approach

00:11:43 - The Role of Sponsored Search in the Funnel

00:30:43 - Supporting Brand Safety and Client Needs

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective  

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders. 

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The Garage, hosts Dan and Evan are joined by Mike McNeeley, Senior Vice President of Product at Index Exchange. Join them as they discuss the importance of supply-side platforms (SSPs) in enhancing revenue transparency for publishers, as well as identity management, closed-loop attribution, and the need for standardization to streamline industry processes. Dan, Evan, and Mike emphasize the importance of flexibility and collaboration for agencies and brands, and look ahead to the future of retail media.

If you enjoyed this episode, don't forget to subscribe and review on Apple Podcasts, Spotify, and Google Podcasts.

• Mike McNeeley LinkedIn
• Index Exchange website

Episode Highlights:

[07:14] Supply-side platforms (SSPs) provide unique advantages to retail media networks (RMNs) when it comes to programmatic advertising (the automated buying and selling of online ad space). Mike highlights how SSPs empower retailers to establish robust and interconnected digital advertising ecosystems from the access provided by a network of publishers and programmatic demand-side platforms (DSPs). This allows retailers to control where and how ads appear, set specific business rules, and maximize ad revenue. Put simply, SSPs help RMNs remain competitive and agile. 

[09:22] Reflecting on early partnerships, Mike recalls how Index Exchange’s collaboration with Roundel (Target’s in-house media company), was a retail media milestone. This partnership integrated Roundel’s publisher relationships and audience data into a programmatic framework, in one of the first major efforts to harness retail media at scale. Index Exchange and Roundel’s partnership set a precedent in retail media, which demonstrated how SSPs and data-driven partnerships can reshape advertising by concentrating on both consumer behavior and seamless ad delivery. 

[25:48] Mike believes that standardization is vital for driving industry progress, especially with regards to programmatic advertising. Standardized protocols—such as GDPR compliance frameworks or IAB’s VAST (video ad serving template)—prevent redundancy and promote more seamless partnerships; this benefits the whole ad ecosystem, from publishers to agencies. Mike encourages other ad professionals to get involved with standard-setting efforts. He says that, while they might not be immediately impactful, they will eventually improve customer experiences across platforms.  

[33:14] As retail partners began to expand into diverse formats—such as apps, new publishers, and CTV—they realized their technology was restricting innovation. In response, Mike’s team rebuilt their product to be more flexible. Although originally their product only supported web-based advertising within specific frameworks, it was eventually adapted to different formats and partners. This removed integration bottlenecks and minimized the time needed to set up new campaigns.

Hosted on Acast. See acast.com/privacy for more information.

In the inaugural episode, Ben Sylvan, vp of data partnerships at The Trade Desk joins The Garage to discuss how diversity is a key ingredient for inspiration and innovation and the need for complementary skill sets to drive creativity and problem-solving.

• Introductions 00:00:01 – 00:05:04
• What is The Garage? 00:05:04 – 00:07:40
• “Ah ha" moments that lead to bright spot creation? 00:07:50 – 00:17:10
• Creating space for innovative culture and mindsets 00:17:10 - 00:29:46
• Jumpstarting change within your organization 00:29:46 – 00:39:13
• If you could change one thing about the industry, what would it be? 00:39:13 – 00:42:54
• What are the next industry buzzwords? 00:42:54 – 00:48:47
• Closing 00:48:47 – 00:50:21

Want to know more about retail media? Learn why ROAS alone is the wrong metric for gauging retail media performance.

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of "The Garage," hosts Dan and Evan are joined by Dan Hight, Business Development and Partnerships Executive at Placer.ai, and Paul Brenner, SVP Global Retail Media and Partnerships at Vibenomics.

Join as they explore the transformative power of in-store retail media and its impact on brands and retailers, as well as how innovations in in-store media are reshaping the consumer shopping experience and driving strategic changes in how retailers engage with shoppers in physical spaces.

Dan and Paul also cover the importance of integrating technology, measuring effectiveness, and establishing standardized metrics in the evolving retail landscape. If you enjoyed this episode, don't forget to subscribe and review on Apple Podcasts, Spotify, and Google Podcasts.

• Paul Brenner LinkedIn
• Vibenomics Website
• Dan Hight LinkedIn
• Placer.ai Website

Episode Highlights:

[09:38] Dan Hite emphasizes the importance of digitizing physical retail spaces to enhance the shopping experience without disrupting it. He notes that the key is to digitize physical stores (to bring the online experience into a physical world) in a way that doesn't interrupt the shopping experience. This approach aligns with the increasing interest in in-store media, leveraging location analytics to understand consumer behavior. Dan points out that the shift toward a privacy-safe, cohort-based advertising strategy is essential as the landscape of retail media evolves, allowing brands to optimize their reach and engagement within physical locations.

[22:19] Paul Brenner emphasizes the importance of trust and practical examples when engaging with retail merchants. He highlights the need to provide tangible scenarios that can excite them about innovative marketing initiatives. By creating visual representations—like fly-throughs of in-store formats that showcase placement and branded content—he ensures merchants understand how these new approaches can improve their sales strategies. This approach not only builds confidence in new concepts but also helps merchants see the potential for elevating customer experiences beyond traditional static displays.

[26:13] Dan Hite addresses the complexities of identity management in retail media, particularly in the in-store context. He points out that while digital platforms have established frameworks for identifying consumers, physical retail environments lack similar mechanisms. Dan advocates for understanding audience composition on a store-by-store basis to effectively tailor marketing strategies. He suggests leveraging insights about demographic and psychographic profiles to optimize ad resonance, stressing the importance of balancing privacy with effective targeting in an increasingly regulated landscape.

[28:39] Paul Brenner emphasizes the importance of enhancing value propositions across on-site, off-site, and in-store experiences without expecting a 1-to-1 personalization outcome. Instead, he advocates for a standardized approach to impressions, ensuring consistency and credibility in measurement methods. He suggests a focus on impressions as a realistic benchmark, integrating data on consumer behaviors to enhance relevance, while noting that biometric advancements may gradually impact the adoption of camera-based measurements in stores.

Hosted on Acast. See acast.com/privacy for more information.

In our fourth special episode from POSSIBLE, hosts Dan and Evan are joined by Harvey Ma, Vice President at Albertsons Media Collective, and David Parisi, General Manager of Restaurants and Retail at Fetch.

During the conversation, they discuss how sponsored search and product ads fit into an omni-channel marketing approach, how the retail media boom has changed the sponsored landscape, and what are the next big needs that RMN’s (retail media networks) can anticipate coming from brands and how can they support them.

00:00:01 - Introductions

00:09:43 - How Fetch is Changing the Game

00:21:27 - Recent Major Consumer Trends

00:35:08 - Why Standardization and Innovation are Critical to Continued Retail Media Growth

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective‌

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders. 

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The Garage, hosts Dan and Evan are joined by Kiki Allen, Retail Creative Lead at Meta, and Alicia LeBeouf, Head of Industry, Retail & Marketplaces at Meta.

Join them as they explore the evolution of retail media in the grocery sector, discussing innovative strategies like digital circulars and bundle ads that enhance consumer engagement. Kiki and Alicia also talk about how the shift from clicks to seamless shopping experiences is transforming advertising, and highlight the importance of creativity, collaboration, and real-time data in driving business growth. 

• Kiki Allen on LinkedIn 
• Alicia LeBeouf on LinkedIn 
• Meta website 

Episode Highlights:

[15:20] Kiki discusses the evolution of retail media networks and the potential for innovative partnerships, particularly within the Meta ecosystem. She highlights the significant role of platforms like Instagram and WhatsApp in fostering consumer engagement and facilitating transactions. As brands increasingly seek to meet consumers where they are, Kiki emphasizes the importance of integrating AI technologies to enhance discovery and streamline the shopping experience. This focus on efficiency and creativity positions retail media networks as pivotal players in the future of commerce, encouraging brands to leverage these tools to drive meaningful interactions and conversions within the retail space.

[35:18] Alicia discusses the journey of building a product ecosystem that caters to both large and small clients. The goal is to develop tools for everyone but adapt them to specific needs based on client size. Large companies have different requirements than smaller ones, so segmentation is necessary. The early phases focused on basic tools, like using an ads manager, but as clients became more sophisticated, it became clear they needed advanced features like self-service options, measurement tools, and performance reporting. Alicia highlights that while Meta’s current product suite isn't fully developed, it’s evolving. The company is aiming for a more "bundled go-to-market approach" that supports businesses of all sizes by addressing specific needs while integrating automation for smaller businesses.

[40:36] Kiki emphasizes the importance of measurement in the evolving world of retail media networks, highlighting the need for simplicity and adaptability in partnerships. She notes that while partnerships with platforms like Meta are strong, there is room for improvement in making the process easier and more efficient. She advocates for a tri-party collaboration between retailers, consumer packaged goods (CPG) companies, and media partners to co-develop solutions that address shared goals. The iterative approach, including constant feedback and collaboration with engineers, helps ensure that products are relevant and can evolve based on partner needs.

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In this special episode, Dan Massimino and Evan Hovorka turn introspective. They delve into their backgrounds, the origin of their podcast concept, and the vital relationships shaping retail media. Reflecting on notable guests like Casey Hamlyn, Sean Muller, Sherry Smith, and partners from Google and Criteo, they explore recurring themes of innovation, collaboration, trust, and the promise of AI in retail media. 

• Dan Massimino LinkedIn
• Evan Hovorka LinkedIn

Episode Highlights: 

[07:56] Evan and Dan highlight the unique approach The Garage takes towards problem-solving and innovation. Unlike traditional meetings with pre-canned sales pitches, the podcast embraces a hands-on, whiteboard session format that encourages real-time problem-solving and creative thinking. This format aligns with Evan's belief in rolling up sleeves and co-designing solutions from scratch. This approach reflects the podcast's aim to tackle the complexities and unique challenges of retail media by engaging directly with partners to create bespoke solutions rather than relying on off-the-shelf software. This method encourages participants to think outside the box and collaboratively address challenges in a more dynamic and effective way.

[19:31] Evan discusses Google’s evolving role in retail media, emphasizing a significant shift in their approach. Unlike their previous one-size-fits-all strategy, Google has embraced a more tailored approach to retail media. Recognizing the unique needs of different retailers, such as Walmart, Target, and Amazon, Google is now focusing on building custom partnerships and integrating their toolset to meet specific requirements. This shift represents a more collaborative and adaptive mindset, demonstrating Google’s commitment to addressing the diverse challenges within the retail media landscape and working closely with partners to deliver more effective solutions.

[33:52] Evan and Dan discuss the future of AI in retail media, suggesting a pragmatic approach for the next few years. He outlines that AI needs to operate within established rules and constraints to ensure compliance with business practices and regulations. This controlled use of AI for specific tasks like budget optimization and creative testing will allow for safe and iterative development. As AI proves its effectiveness in these areas, it can then expand into more innovative and less constrained applications. This approach ensures that AI’s deployment is both practical and compliant with existing constraints, paving the way for more advanced uses in the future.

[36:26] Evan highlights the potential for integrating in-store and digital experiences in retail media. He contrasts the current focus on digital advertising, which is easy to implement, with the vast untapped potential of in-store interactions. He believes that leveraging the physical store environment, where most customer interactions and sales occur, could greatly benefit both shoppers and brands. Evan envisions retail media evolving to become a seamless part of the customer shopping journey, blending online and offline experiences to inspire and engage shoppers more effectively. He emphasizes that the true value will be realized when digital and in-store elements work together, benefiting both customers and the brands investing in retail media.

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