Retail Media & Measurement Standards with IAB's Jeff Bustos

The CPG Guys

The CPGGUYS are joined in this episode by Jeff Bustos, VP of measurement addressability. This episode takes on the questions on the industry of what's the latest on retail media, is it growing and is standardization and metrics a way of life now?
Find Jeff Bustos on Linkedin here: https://www.linkedin.com/in/bustosjeffrey/
Find IAB on Linkedin here https://www.linkedin.com/company/iab/
Find IAB online here: https://www.iab.com/
To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/
We discuss :
1. Your career spanning Interpublic, WPP and Omnicom and now the king of measurement. Take us through the years from Florida international Univ through the years to IAB? What advice do you have for someone who wants to be in this RMN space?
2. With 2024 behind us, what is the state of retail media?
3. The word incrementality and iroas have floated around and net new to brands is another one. What’s your advice to brands on this?
4. Retail media and JBP’s - with merchants, stand alone, what’s the scoop?
5. How does the IAB collaborate with other industry stakeholders to set standards and best practices for advertising? How are the standards on measurements evolving?
6. Any frameworks or tools you like in this space?
7. How is AI impact this space? How is IAB following AI closely?
8. What’s the next a-ha in RMN’s - is it all instore, is it offsite inventory?
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