How Nestlé Decides Which Retail Media Networks Get Budget (And Why They Compare Them to Google & Meta)

Retail Media Breakfast Club · Mar 12, 2026 · 7m · transcript

Last week at the LiveRamp RampUp conference, I moderated a panel with DoorDash Ads’ Peter Giordano and Nestlé’s Nicole Lesinski. The conversation revealed something that a lot of retail media networks have been wondering about: how big CPG brands actually decide where their retail media dollars go.

In this episode, I break down Nicole’s candid explanation of how Nestlé ranks and evaluates retail media networks (using a structured grid that compares retailers not only to each other but also to giants like Google and Meta). I also unpack why measurement and incrementality are still major…