Latest / Omni Talk Retail / 📊 How Albertsons Media Collective is Shaping the Future of Retail Media | FMI 2025

Transcript

📊 How Albertsons Media Collective is Shaping the Future of Retail Media | FMI 2025 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:01
  Welcome
• 0:01
  back.
• 0:02
  This
• 0:02
  is
• 0:02
  Omnitalk
• 0:03
  Retail.
• 0:03
  I'm
• 0:04
  Anne
• 0:04
  Mazinga.
• 0:04
  And
• 0:04
  I'm
• 0:05
  Chris
• 0:05
  Walton.
• 0:05
  And
• 0:06
  we
• 0:06
  are
• 0:06
  here
• 0:06
  once
• 0:07
  again
• 0:07
  from
• 0:07
  the
• 0:07
  Simbi
• 0:08
  Booth,
• 0:08
  number
• 0:08
  108
• 0:09
  at
• 0:09
  FMI
• 0:10
  in
• 0:10
  beautiful
• 0:11
  Marco
• 0:11
  Island,
• 0:11
  Florida.
• 0:12
  Every
• 0:12
  time
• 0:12
  we
• 0:13
  say
• 0:13
  that,
• 0:13
  Chris,
• 0:14
  I
• 0:14
  think
• 0:14
  of,
• 0:14
  like,
• 0:14
  I'm
• 0:15
  on
• 0:15
  the
• 0:15
  prices.
• 0:15
  Right.
• 0:16
  Or
• 0:16
  something
• 0:16
  like
• 0:16
  coming
• 0:17
  to
• 0:17
  us
• 0:17
  live
• 0:18
  from
• 0:18
  Century
• 0:19
  City,
• 0:19
  la.
• 0:19
  But
• 0:20
  instead,
• 0:20
  we're
• 0:20
  in
• 0:20
  Marco
• 0:20
  Island,
• 0:21
  Florida.
• 0:21
  You
• 0:21
  know
• 0:21
  what,
• 0:21
  I
• 0:21
  want
• 0:21
  to
• 0:21
  call
• 0:21
  out,
• 0:22
  too.
• 0:22
  That
• 0:22
  I
• 0:22
  haven't
• 0:22
  done.
• 0:22
  And
• 0:23
  I
• 0:23
  was
• 0:23
  remiss
• 0:23
  in
• 0:23
  not
• 0:24
  doing
• 0:24
  this.
• 0:24
  I
• 0:24
  love
• 0:25
  the
• 0:25
  tagline
• 0:25
  that
• 0:26
  they
• 0:26
  came
• 0:26
  up
• 0:26
  with
• 0:26
  for
• 0:26
  us.
• 0:27
  Simbian
• 0:27
  Omnitalk
• 0:28
  retail,
• 0:28
  single
• 0:28
  source
• 0:29
  of
• 0:29
  truth.
• 0:30
  That's
• 0:30
  great.
• 0:30
  There's
• 0:30
  no
• 0:31
  other
• 0:31
  source
• 0:31
  of
• 0:31
  truth.
• 0:31
  No,
• 0:32
  there's
• 0:32
  no
• 0:32
  other
• 0:32
  source
• 0:32
  of
• 0:32
  truth.
• 0:32
  Come
• 0:32
  to
• 0:32
  us.
• 0:33
  Come
• 0:33
  to
• 0:33
  Omnitalk
• 0:34
  and
• 0:34
  Simbi
• 0:34
  for
• 0:34
  the
• 0:34
  single
• 0:35
  source
• 0:35
  of
• 0:35
  your
• 0:35
  truth
• 0:36
  at
• 0:36
  fmi.
• 0:36
  I
• 0:37
  love
• 0:37
  it,
• 0:37
  Anne.
• 0:37
  Yes.
• 0:38
  And
• 0:38
  we
• 0:38
  have
• 0:38
  somebody
• 0:39
  who
• 0:39
  believes
• 0:40
  in
• 0:40
  that
• 0:40
  statement
• 0:41
  here
• 0:41
  in
• 0:41
  between
• 0:41
  us,
• 0:42
  Julian
• 0:43
  Mintz.
• 0:43
  Julian
• 0:43
  is
• 0:44
  the
• 0:44
  VP
• 0:44
  of
• 0:44
  Sales
• 0:45
  at
• 0:45
  Albertsons
• 0:45
  Media
• 0:46
  Collective.
• 0:46
  Julian,
• 0:47
  welcome
• 0:47
  to
• 0:47
  the
• 0:47
  show.
• 0:48
  Thank
• 0:48
  you
• 0:48
  for
• 0:48
  having
• 0:49
  me.
• 0:49
  Thanks
• 0:49
  for
• 0:49
  being
• 0:50
  willing
• 0:50
  to
• 0:50
  do
• 0:50
  this
• 0:51
  and
• 0:51
  be
• 0:51
  on
• 0:51
  board
• 0:52
  with
• 0:52
  the
• 0:52
  single
• 0:53
  source
• 0:53
  of
• 0:53
  truth
• 0:53
  in
• 0:54
  retail.
• 0:54
  There's
• 0:54
  no
• 0:54
  other
• 0:54
  place
• 0:55
  I'd
• 0:55
  go
• 0:56
  for
• 0:56
  truth
• 0:56
  and
• 0:56
  retail.
• 0:57
  For
• 0:57
  truth
• 0:57
  and
• 0:57
  retail.
• 0:58
  Right.
• 0:58
  Well
• 0:58
  done,
• 0:58
  Michael.
• 0:59
  Well
• 0:59
  done.
• 0:59
  Oh,
• 0:59
  my
• 0:59
  God.
• 1:00
  All
• 1:00
  right,
• 1:00
  well,
• 1:00
  let's
• 1:00
  start
• 1:00
  off.
• 1:01
  Why
• 1:01
  don't
• 1:01
  you
• 1:01
  tell
• 1:01
  us
• 1:01
  about
• 1:01
  your
• 1:02
  background
• 1:02
  and
• 1:02
  your
• 1:02
  role
• 1:03
  at
• 1:03
  Albertson's
• 1:04
  Media
• 1:04
  collecting.
• 1:04
  Yeah,
• 1:04
  absolutely.
• 1:05
  So
• 1:05
  I'm
• 1:05
  the
• 1:06
  VP
• 1:06
  of
• 1:06
  sales
• 1:07
  for
• 1:07
  Albertsons
• 1:08
  Media
• 1:08
  Collective.
• 1:08
  I
• 1:09
  joined
• 1:09
  four
• 1:09
  months
• 1:10
  ago,
• 1:10
  so
• 1:10
  still
• 1:11
  relatively
• 1:11
  new.
• 1:12
  Honeymoon.
• 1:12
  And
• 1:13
  did
• 1:13
  about
• 1:13
  a
• 1:13
  decade
• 1:14
  in
• 1:14
  television
• 1:14
  before
• 1:14
  that.
• 1:15
  So
• 1:15
  was
• 1:15
  part
• 1:15
  of
• 1:16
  the
• 1:16
  founding
• 1:17
  ad
• 1:17
  sales
• 1:17
  team
• 1:17
  at
• 1:17
  Roku.
• 1:18
  Okay.
• 1:18
  And
• 1:18
  ultimately
• 1:19
  led
• 1:19
  their
• 1:19
  sales
• 1:20
  team
• 1:21
  up
• 1:21
  until
• 1:21
  about
• 1:21
  four
• 1:22
  months
• 1:22
  ago.
• 1:22
  Okay.
• 1:22
  Amazing.
• 1:23
  Wow.
• 1:23
  All
• 1:23
  right,
• 1:24
  so.
• 1:24
  So
• 1:25
  what
• 1:25
  is
• 1:25
  involved
• 1:25
  in
• 1:25
  your
• 1:26
  role
• 1:26
  right
• 1:26
  now?
• 1:26
  Like,
• 1:26
  who
• 1:26
  are
• 1:27
  you
• 1:27
  talking
• 1:27
  to?
• 1:27
  Who
• 1:28
  are
• 1:28
  you
• 1:28
  working
• 1:28
  with?
• 1:28
  Tell
• 1:29
  us
• 1:29
  a
• 1:29
  little
• 1:29
  bit
• 1:29
  about
• 1:29
  the
• 1:29
  day
• 1:30
  to
• 1:30
  day.
• 1:30
  Yeah.
• 1:31
  So
• 1:31
  end
• 1:31
  of
• 1:31
  the
• 1:31
  day,
• 1:32
  our
• 1:32
  goal
• 1:32
  is
• 1:32
  to
• 1:32
  bring
• 1:33
  CPGs
• 1:33
  closer
• 1:34
  to
• 1:34
  our
• 1:34
  consumers
• 1:35
  and
• 1:35
  make
• 1:35
  the
• 1:35
  consumer
• 1:36
  and
• 1:36
  the
• 1:36
  shopping
• 1:36
  experience
• 1:37
  at
• 1:37
  Albertsons
• 1:37
  more
• 1:38
  delightful.
• 1:39
  To
• 1:39
  do
• 1:39
  that,
• 1:39
  we're
• 1:40
  working
• 1:40
  directly
• 1:40
  with
• 1:40
  our
• 1:40
  CPG
• 1:41
  partners.
• 1:42
  So
• 1:42
  everyone
• 1:43
  from
• 1:43
  your
• 1:43
  PNGs
• 1:43
  and
• 1:44
  your
• 1:44
  Coke
• 1:44
  to
• 1:44
  more
• 1:45
  smaller,
• 1:45
  nascent
• 1:46
  brands.
• 1:47
  And
• 1:48
  really,
• 1:48
  we
• 1:48
  see
• 1:48
  the
• 1:48
  opportunity
• 1:49
  around
• 1:49
  connecting
• 1:49
  the
• 1:50
  entire
• 1:50
  funnel.
• 1:50
  So
• 1:51
  right
• 1:51
  now,
• 1:52
  that
• 1:52
  means
• 1:52
  talking
• 1:52
  to
• 1:53
  various
• 1:53
  parts
• 1:53
  of
• 1:53
  their
• 1:53
  businesses.
• 1:54
  So
• 1:54
  we
• 1:54
  work
• 1:54
  directly
• 1:55
  with
• 1:55
  their
• 1:55
  shopper
• 1:55
  teams,
• 1:56
  driving
• 1:57
  lower
• 1:57
  funnel
• 1:57
  performance,
• 1:58
  helping
• 1:58
  them
• 1:58
  measure
• 1:59
  incremental
• 1:59
  roas.
• 2:00
  But
• 2:00
  more
• 2:00
  and
• 2:00
  more,
• 2:01
  we're
• 2:01
  answering
• 2:01
  questions
• 2:02
  like,
• 2:02
  how
• 2:03
  does
• 2:03
  television
• 2:03
  help
• 2:04
  drive
• 2:04
  a
• 2:04
  sale?
• 2:04
  How
• 2:04
  can
• 2:05
  we
• 2:05
  move
• 2:05
  units
• 2:05
  through
• 2:06
  a
• 2:06
  Social
• 2:06
  media
• 2:07
  ad,
• 2:07
  and
• 2:08
  that
• 2:08
  requires
• 2:08
  talking
• 2:08
  to
• 2:09
  different
• 2:09
  stakeholders
• 2:09
  as
• 2:09
  well.
• 2:10
  So
• 2:10
  we're
• 2:10
  building
• 2:10
  our
• 2:11
  business
• 2:11
  to
• 2:11
  accommodate
• 2:12
  what
• 2:12
  we
• 2:12
  see
• 2:12
  as
• 2:12
  the
• 2:12
  future
• 2:13
  of
• 2:13
  retail
• 2:13
  media,
• 2:14
  which
• 2:14
  is
• 2:14
  really
• 2:15
  a
• 2:15
  truly
• 2:15
  omnichannel
• 2:16
  experience.
• 2:17
  Yeah.
• 2:17
  I
• 2:17
  mean,
• 2:17
  I
• 2:17
  think
• 2:18
  it's
• 2:18
  so
• 2:18
  interesting.
• 2:18
  And
• 2:19
  I'm
• 2:19
  curious
• 2:19
  what
• 2:20
  brings
• 2:20
  you
• 2:20
  to
• 2:20
  fmi?
• 2:21
  Because
• 2:21
  I'm
• 2:21
  seeing
• 2:22
  retail
• 2:22
  media
• 2:23
  people
• 2:24
  from
• 2:24
  that
• 2:24
  industry
• 2:25
  showing
• 2:25
  up
• 2:26
  at
• 2:26
  the
• 2:26
  likes
• 2:26
  of
• 2:26
  ces.
• 2:27
  Like,
• 2:28
  you're
• 2:28
  here
• 2:28
  at
• 2:28
  this
• 2:28
  industry,
• 2:29
  like
• 2:30
  new
• 2:30
  places
• 2:31
  that
• 2:31
  you
• 2:31
  wouldn't
• 2:32
  typically
• 2:32
  expect
• 2:33
  to
• 2:33
  see
• 2:33
  media
• 2:34
  people.
• 2:34
  But
• 2:34
  what
• 2:35
  brings
• 2:35
  you
• 2:35
  here,
• 2:35
  and
• 2:35
  why
• 2:36
  do
• 2:36
  you
• 2:36
  find
• 2:36
  value
• 2:36
  in
• 2:36
  the
• 2:37
  show?
• 2:37
  Yeah,
• 2:37
  absolutely.
• 2:37
  Yeah.
• 2:38
  To
• 2:38
  give
• 2:38
  you
• 2:38
  a
• 2:38
  sense
• 2:38
  of
• 2:38
  my
• 2:39
  January,
• 2:39
  it
• 2:39
  started
• 2:40
  at
• 2:40
  ces.
• 2:41
  You've
• 2:41
  been
• 2:41
  busy,
• 2:41
  I
• 2:42
  guess.
• 2:42
  And
• 2:42
  so
• 2:42
  that's
• 2:42
  the
• 2:43
  convergence
• 2:43
  of
• 2:43
  advertising
• 2:44
  and
• 2:44
  technology,
• 2:45
  obviously.
• 2:45
  Very
• 2:45
  important
• 2:46
  in
• 2:46
  retail
• 2:46
  media.
• 2:47
  Earlier
• 2:47
  this
• 2:48
  week,
• 2:48
  I
• 2:48
  was
• 2:48
  at
• 2:48
  the
• 2:48
  IAB
• 2:49
  Summit,
• 2:49
  which
• 2:49
  is
• 2:49
  the
• 2:50
  Interactive
• 2:50
  Advertising
• 2:51
  Bureau.
• 2:51
  Right.
• 2:52
  Very
• 2:52
  heavy
• 2:52
  advertising.
• 2:53
  And
• 2:53
  now
• 2:53
  I'm
• 2:53
  at
• 2:54
  fmi,
• 2:55
  which
• 2:55
  is
• 2:55
  where
• 2:55
  all
• 2:56
  of
• 2:56
  our
• 2:56
  top
• 2:56
  partners
• 2:56
  are.
• 2:57
  Okay.
• 2:57
  Like,
• 2:57
  simply
• 2:58
  put,
• 2:58
  this
• 2:58
  is
• 2:58
  where
• 2:59
  our
• 2:59
  top
• 2:59
  partners
• 2:59
  are.
• 3:00
  Right.
• 3:00
  It's
• 3:01
  a
• 3:01
  great
• 3:01
  chance
• 3:01
  to
• 3:02
  put
• 3:02
  faces
• 3:02
  to
• 3:03
  names,
• 3:03
  to
• 3:03
  grow
• 3:03
  relationships,
• 3:04
  to
• 3:05
  share
• 3:05
  our
• 3:05
  priorities
• 3:06
  for
• 3:06
  the
• 3:06
  year
• 3:06
  of
• 3:06
  which
• 3:07
  we
• 3:07
  have
• 3:07
  quite
• 3:07
  a
• 3:07
  few,
• 3:07
  but
• 3:08
  also
• 3:08
  hear
• 3:08
  their
• 3:08
  priorities.
• 3:09
  Figure
• 3:09
  out
• 3:09
  where
• 3:09
  that
• 3:10
  Venn
• 3:10
  diagram
• 3:10
  is,
• 3:10
  and
• 3:11
  then
• 3:11
  make
• 3:11
  sure
• 3:11
  we're
• 3:11
  designing
• 3:12
  for
• 3:12
  growth
• 3:12
  throughout
• 3:12
  the
• 3:12
  year.
• 3:13
  Yeah,
• 3:13
  yeah.
• 3:14
  So,
• 3:14
  like,
• 3:14
  even
• 3:14
  your
• 3:14
  job
• 3:15
  title,
• 3:15
  like,
• 3:15
  sales,
• 3:16
  Like,
• 3:17
  I
• 3:17
  don't.
• 3:17
  I
• 3:17
  don't
• 3:17
  remember.
• 3:18
  I
• 3:18
  mean,
• 3:18
  I've
• 3:18
  been.
• 3:18
  I
• 3:18
  was
• 3:18
  in
• 3:19
  retail
• 3:19
  20
• 3:19
  years.
• 3:19
  I
• 3:19
  don't
• 3:19
  ever
• 3:20
  remember.
• 3:20
  Like,
• 3:20
  a
• 3:20
  VP
• 3:21
  of
• 3:21
  sales
• 3:22
  as
• 3:22
  a
• 3:22
  retailer,
• 3:23
  As
• 3:23
  a
• 3:23
  grocer
• 3:23
  at
• 3:23
  Albertsons.
• 3:24
  So
• 3:25
  talk
• 3:25
  to
• 3:25
  us
• 3:25
  about
• 3:25
  that.
• 3:25
  Like,
• 3:26
  what's
• 3:26
  that
• 3:26
  transition
• 3:27
  been
• 3:27
  like,
• 3:27
  going
• 3:27
  from
• 3:28
  TV
• 3:28
  to
• 3:28
  working
• 3:29
  for
• 3:29
  a
• 3:29
  retailer?
• 3:30
  It's
• 3:31
  not
• 3:31
  that
• 3:31
  different.
• 3:32
  It's
• 3:32
  not.
• 3:33
  It's
• 3:33
  not.
• 3:33
  Okay.
• 3:34
  At
• 3:34
  the
• 3:34
  end
• 3:34
  of
• 3:34
  the
• 3:34
  day,
• 3:35
  our
• 3:35
  goal
• 3:35
  is
• 3:36
  to
• 3:36
  put
• 3:36
  consumers
• 3:37
  first.
• 3:37
  Yeah.
• 3:37
  To
• 3:37
  focus
• 3:38
  relentlessly
• 3:38
  on
• 3:39
  the
• 3:39
  consumer
• 3:40
  and
• 3:40
  to
• 3:40
  make
• 3:40
  their
• 3:40
  experience
• 3:41
  with
• 3:41
  our
• 3:42
  product
• 3:42
  better.
• 3:42
  In
• 3:42
  this
• 3:43
  case,
• 3:43
  that's
• 3:43
  either
• 3:43
  a
• 3:43
  trip
• 3:44
  to
• 3:44
  a
• 3:44
  grocery
• 3:44
  store
• 3:45
  or
• 3:45
  a
• 3:45
  trip
• 3:45
  online.
• 3:46
  In
• 3:47
  television,
• 3:47
  it's
• 3:47
  not
• 3:48
  that
• 3:48
  different.
• 3:48
  You're
• 3:48
  trying
• 3:48
  to
• 3:49
  have
• 3:49
  the
• 3:49
  best
• 3:49
  possible
• 3:50
  experience
• 3:50
  for
• 3:50
  your
• 3:51
  consumer.
• 3:51
  It
• 3:52
  begins
• 3:52
  and
• 3:52
  ends
• 3:52
  there.
• 3:53
  And
• 3:53
  advertising
• 3:54
  just
• 3:54
  becomes
• 3:54
  a
• 3:54
  conduit
• 3:55
  to
• 3:55
  that.
• 3:55
  Okay.
• 3:55
  In
• 3:56
  television,
• 3:56
  it
• 3:56
  helps
• 3:56
  underwrite
• 3:57
  the
• 3:57
  content.
• 3:58
  In
• 3:58
  grocery,
• 3:59
  it
• 3:59
  helps
• 3:59
  bring
• 4:00
  consumers
• 4:00
  closer
• 4:01
  to
• 4:01
  the
• 4:01
  food
• 4:01
  that
• 4:01
  they
• 4:02
  love.
• 4:02
  Food
• 4:02
  is
• 4:02
  such
• 4:02
  an
• 4:02
  important
• 4:03
  part
• 4:03
  of
• 4:03
  our
• 4:03
  lives.
• 4:04
  It
• 4:04
  helps
• 4:04
  nourish
• 4:04
  us.
• 4:05
  It.
• 4:06
  We
• 4:06
  have
• 4:06
  an
• 4:06
  emotional
• 4:07
  connection
• 4:07
  to
• 4:07
  it.
• 4:08
  And
• 4:08
  what
• 4:08
  we're
• 4:08
  doing
• 4:08
  as
• 4:08
  an
• 4:09
  advertising
• 4:09
  business
• 4:09
  within
• 4:10
  a
• 4:10
  grocer
• 4:10
  is
• 4:10
  just
• 4:10
  helping
• 4:11
  people
• 4:11
  get
• 4:11
  closer
• 4:12
  to
• 4:12
  the
• 4:12
  brands
• 4:12
  that
• 4:12
  they
• 4:13
  love
• 4:13
  or
• 4:13
  help
• 4:13
  them
• 4:13
  grow.
• 4:14
  Love
• 4:14
  for
• 4:14
  new
• 4:14
  brands.
• 4:15
  So
• 4:15
  the
• 4:15
  day
• 4:15
  to
• 4:15
  day
• 4:15
  is
• 4:15
  exactly
• 4:16
  the
• 4:16
  same
• 4:16
  almost.
• 4:17
  It's
• 4:17
  just
• 4:17
  you're
• 4:17
  doing
• 4:17
  it
• 4:18
  for
• 4:18
  a
• 4:18
  different
• 4:18
  entity.
• 4:18
  That's.
• 4:19
  That's
• 4:19
  the
• 4:19
  takeaway.
• 4:20
  I
• 4:20
  think
• 4:20
  that's
• 4:20
  the
• 4:20
  same
• 4:20
  thing
• 4:20
  to
• 4:21
  say.
• 4:21
  Yeah.
• 4:21
  Yeah.
• 4:21
  All
• 4:21
  right,
• 4:21
  cool.
• 4:22
  What
• 4:22
  do
• 4:22
  you
• 4:22
  think?
• 4:23
  Having
• 4:23
  been
• 4:23
  in
• 4:24
  TV
• 4:24
  for
• 4:24
  10
• 4:25
  years
• 4:25
  prior
• 4:25
  and
• 4:26
  now
• 4:26
  being
• 4:26
  in
• 4:26
  retail,
• 4:27
  what
• 4:27
  do
• 4:27
  you
• 4:27
  think
• 4:28
  is
• 4:29
  unique
• 4:30
  and
• 4:30
  so
• 4:30
  valuable
• 4:31
  about
• 4:32
  having
• 4:33
  your
• 4:33
  audience
• 4:34
  be
• 4:34
  a
• 4:35
  consumer
• 4:35
  in
• 4:35
  a
• 4:35
  grocery
• 4:36
  store
• 4:36
  versus,
• 4:37
  like,
• 4:37
  someone
• 4:37
  that
• 4:38
  drives
• 4:38
  by
• 4:38
  a
• 4:38
  billboard
• 4:39
  or
• 4:39
  someone
• 4:39
  that,
• 4:39
  you
• 4:40
  know,
• 4:40
  watches
• 4:40
  a
• 4:41
  TV
• 4:41
  program?
• 4:42
  Yeah.
• 4:42
  I
• 4:42
  think
• 4:43
  for
• 4:43
  us
• 4:44
  it
• 4:44
  is
• 4:45
  the
• 4:45
  regular
• 4:46
  connection
• 4:46
  that
• 4:46
  we
• 4:47
  have
• 4:47
  with
• 4:47
  the
• 4:47
  consumer.
• 4:48
  So
• 4:48
  consistency.
• 4:49
  Consistency.
• 4:49
  So
• 4:49
  we
• 4:50
  see
• 4:50
  we
• 4:50
  have
• 4:50
  40
• 4:51
  million
• 4:51
  loyalty
• 4:51
  members,
• 4:52
  37
• 4:52
  million
• 4:53
  of
• 4:53
  them
• 4:53
  are
• 4:53
  active
• 4:54
  monthly,
• 4:54
  but
• 4:54
  we
• 4:55
  see
• 4:55
  them
• 4:55
  on
• 4:55
  average,
• 4:55
  two
• 4:56
  and
• 4:56
  a
• 4:56
  half
• 4:56
  times
• 4:56
  a
• 4:56
  week,
• 4:57
  which
• 4:57
  means
• 4:57
  there's
• 4:58
  a
• 4:58
  lot
• 4:58
  of
• 4:58
  chances
• 4:58
  for
• 4:58
  us
• 4:59
  to
• 4:59
  talk
• 4:59
  to
• 4:59
  them
• 4:59
  and
• 4:59
  a
• 4:59
  lot
• 4:59
  of
• 5:00
  chances
• 5:00
  for
• 5:00
  them
• 5:00
  to
• 5:00
  talk
• 5:01
  back
• 5:01
  to
• 5:01
  us.
• 5:01
  Right.
• 5:02
  A
• 5:02
  lot
• 5:02
  of
• 5:02
  media
• 5:03
  isn't
• 5:03
  like
• 5:03
  that.
• 5:04
  Some
• 5:04
  media
• 5:04
  is
• 5:04
  like
• 5:04
  that.
• 5:05
  Right.
• 5:05
  But
• 5:06
  at
• 5:06
  the
• 5:06
  end
• 5:06
  of
• 5:06
  the
• 5:06
  day,
• 5:06
  it's
• 5:06
  that
• 5:06
  close
• 5:07
  connection
• 5:07
  we
• 5:07
  have
• 5:07
  with
• 5:08
  our
• 5:08
  consumer
• 5:08
  and
• 5:08
  that
• 5:09
  symbiotic
• 5:09
  relationship
• 5:10
  where
• 5:11
  we're
• 5:11
  able
• 5:11
  to
• 5:11
  bring
• 5:11
  value
• 5:12
  to
• 5:12
  them
• 5:13
  that
• 5:14
  really
• 5:14
  helps
• 5:14
  drive
• 5:14
  our
• 5:14
  business.
• 5:15
  Okay.
• 5:16
  If
• 5:16
  you
• 5:16
  could
• 5:16
  wave
• 5:17
  a
• 5:17
  magic
• 5:17
  wand,
• 5:18
  Julian,
• 5:18
  and
• 5:19
  you
• 5:19
  could
• 5:19
  have
• 5:20
  something
• 5:20
  change
• 5:21
  retail
• 5:21
  media
• 5:22
  to
• 5:22
  make
• 5:22
  your
• 5:23
  life
• 5:23
  better,
• 5:24
  your
• 5:24
  customers
• 5:25
  lives
• 5:25
  better,
• 5:26
  what
• 5:26
  would
• 5:26
  it
• 5:26
  be?
• 5:28
  I'm
• 5:28
  gonna
• 5:28
  answer
• 5:29
  that
• 5:29
  from
• 5:29
  the
• 5:29
  customer
• 5:30
  lens.
• 5:30
  Okay,
• 5:31
  smart
• 5:31
  guy.
• 5:32
  Already.
• 5:32
  Smart
• 5:32
  guy.
• 5:33
  That's
• 5:33
  right.
• 5:34
  That's
• 5:34
  right.
• 5:35
  It
• 5:35
  would
• 5:35
  be
• 5:35
  standardization.
• 5:37
  Okay,
• 5:37
  tell
• 5:37
  me
• 5:37
  more
• 5:37
  about
• 5:38
  that.
• 5:38
  A
• 5:38
  lot.
• 5:38
  Especially
• 5:39
  coming
• 5:39
  from
• 5:39
  iab.
• 5:39
  Like
• 5:40
  what?
• 5:40
  Yeah,
• 5:40
  well,
• 5:40
  look
• 5:40
  there.
• 5:41
  The
• 5:41
  reason
• 5:41
  I
• 5:41
  brought
• 5:41
  them
• 5:42
  up
• 5:42
  earlier
• 5:42
  is
• 5:42
  they
• 5:43
  have
• 5:43
  a
• 5:43
  big
• 5:43
  role
• 5:44
  in
• 5:44
  that.
• 5:44
  So
• 5:44
  we're
• 5:44
  working
• 5:45
  directly
• 5:45
  with
• 5:45
  them
• 5:45
  and
• 5:45
  we've
• 5:46
  been
• 5:46
  able
• 5:46
  to
• 5:46
  help
• 5:46
  lead
• 5:46
  that
• 5:47
  project
• 5:47
  with
• 5:47
  them
• 5:47
  over
• 5:48
  standardization.
• 5:49
  There's
• 5:49
  over
• 5:49
  200
• 5:50
  different
• 5:50
  commerce
• 5:50
  media
• 5:51
  networks,
• 5:51
  so.
• 5:52
  Jesus.
• 5:52
  Grocery
• 5:52
  space,
• 5:53
  financial
• 5:54
  institutions,
• 5:55
  you
• 5:55
  name
• 5:55
  it.
• 5:56
  It's
• 5:56
  all
• 5:56
  beneficial
• 5:57
  because
• 5:57
  they're
• 5:58
  able
• 5:58
  to
• 5:58
  help
• 5:58
  more
• 5:58
  drive
• 5:58
  value
• 5:59
  in
• 5:59
  the
• 5:59
  ecosystem.
• 6:00
  But
• 6:01
  that's
• 6:01
  a
• 6:01
  lot
• 6:01
  for
• 6:01
  an
• 6:01
  advertising
• 6:02
  partner,
• 6:02
  whether
• 6:02
  it's
• 6:03
  a
• 6:03
  CPG
• 6:03
  or
• 6:03
  whoever
• 6:04
  it
• 6:04
  else
• 6:04
  may
• 6:04
  be
• 6:05
  to
• 6:05
  grapple
• 6:05
  with.
• 6:06
  They're
• 6:06
  looking
• 6:07
  for
• 6:07
  frictionless
• 6:07
  buying
• 6:08
  and
• 6:08
  performance.
• 6:09
  200
• 6:10
  line
• 6:10
  items
• 6:11
  on
• 6:11
  their
• 6:11
  media
• 6:11
  plan
• 6:12
  is
• 6:12
  the
• 6:12
  opposite
• 6:13
  of
• 6:13
  frictionless.
• 6:14
  The
• 6:14
  definition
• 6:14
  of
• 6:15
  friction.
• 6:15
  Right.
• 6:16
  Standardization
• 6:17
  will
• 6:17
  go
• 6:17
  a
• 6:17
  long
• 6:17
  way
• 6:18
  towards
• 6:18
  reducing
• 6:18
  the
• 6:19
  barriers
• 6:19
  to
• 6:19
  entry
• 6:20
  and
• 6:21
  driving
• 6:21
  more
• 6:21
  value
• 6:21
  into
• 6:22
  the
• 6:22
  ecosystem.
• 6:22
  So
• 6:23
  we
• 6:23
  think
• 6:23
  it's
• 6:23
  really
• 6:23
  important,
• 6:24
  that
• 6:25
  being
• 6:25
  said,
• 6:26
  very
• 6:26
  difficult.
• 6:26
  Which
• 6:27
  is
• 6:27
  why
• 6:27
  we
• 6:27
  need
• 6:27
  the
• 6:27
  magic
• 6:28
  wand.
• 6:28
  Yeah.
• 6:28
  But
• 6:29
  also
• 6:29
  a
• 6:29
  lot
• 6:29
  of
• 6:29
  hard
• 6:29
  work.
• 6:29
  Yeah.
• 6:30
  What
• 6:30
  types
• 6:30
  of
• 6:30
  things
• 6:31
  need
• 6:31
  to
• 6:31
  be
• 6:31
  standardized?
• 6:33
  The
• 6:33
  measurement
• 6:33
  framework.
• 6:34
  Okay.
• 6:34
  Okay.
• 6:35
  Yeah.
• 6:35
  So
• 6:35
  that
• 6:36
  everyone's
• 6:36
  working
• 6:36
  off
• 6:36
  the
• 6:37
  same
• 6:37
  sheet
• 6:37
  of
• 6:37
  music
• 6:37
  across
• 6:37
  the
• 6:38
  industry
• 6:38
  from.
• 6:38
  The
• 6:39
  same
• 6:39
  field,
• 6:39
  able
• 6:39
  to
• 6:40
  compare
• 6:40
  across
• 6:40
  partners.
• 6:41
  That's
• 6:41
  going
• 6:41
  to
• 6:42
  make
• 6:42
  it
• 6:42
  really
• 6:42
  easy
• 6:42
  and
• 6:43
  seamless
• 6:43
  for
• 6:43
  brands
• 6:43
  to
• 6:44
  transact.
• 6:44
  Okay,
• 6:45
  got
• 6:45
  it.
• 6:45
  That
• 6:45
  makes
• 6:45
  sense.
• 6:46
  That
• 6:46
  makes
• 6:46
  sense.
• 6:47
  All
• 6:47
  right,
• 6:47
  so
• 6:47
  since
• 6:48
  you've
• 6:48
  had
• 6:48
  a
• 6:48
  busy
• 6:48
  January.
• 6:49
  Yeah.
• 6:49
  I
• 6:50
  don't
• 6:50
  even
• 6:50
  know
• 6:50
  if
• 6:50
  you've
• 6:50
  had
• 6:50
  time
• 6:50
  to
• 6:51
  think
• 6:51
  about
• 6:51
  this
• 6:51
  question,
• 6:51
  but
• 6:52
  what
• 6:52
  are
• 6:52
  your
• 6:52
  goals
• 6:52
  for
• 6:53
  the
• 6:53
  year?
• 6:53
  Like,
• 6:54
  if
• 6:54
  you're
• 6:54
  standing
• 6:55
  with
• 6:55
  us
• 6:55
  again
• 6:55
  next
• 6:55
  January,
• 6:56
  what
• 6:56
  do
• 6:56
  you
• 6:56
  hope
• 6:56
  to
• 6:56
  accomplish?
• 6:58
  The
• 6:59
  big
• 6:59
  picture
• 7:00
  answer.
• 7:00
  Yeah.
• 7:01
  Is
• 7:01
  to
• 7:01
  grow
• 7:02
  the
• 7:02
  business
• 7:02
  of
• 7:02
  our
• 7:02
  CPGs.
• 7:03
  Okay.
• 7:03
  And
• 7:03
  to
• 7:04
  grow
• 7:04
  Albertsons
• 7:04
  at
• 7:05
  the
• 7:05
  same
• 7:05
  time.
• 7:05
  All
• 7:05
  right.
• 7:06
  That's
• 7:06
  the
• 7:06
  big
• 7:06
  picture.
• 7:06
  Good
• 7:06
  answer.
• 7:07
  That's
• 7:07
  what
• 7:07
  we're
• 7:07
  here
• 7:07
  for.
• 7:08
  How
• 7:08
  we
• 7:08
  think
• 7:09
  we
• 7:09
  can
• 7:09
  help
• 7:09
  doing
• 7:09
  that
• 7:09
  is
• 7:10
  better
• 7:10
  connecting
• 7:10
  the
• 7:10
  funnel
• 7:11
  for
• 7:11
  advertisers.
• 7:12
  So
• 7:13
  helping
• 7:13
  to
• 7:13
  connect
• 7:13
  their
• 7:14
  brand
• 7:14
  media,
• 7:14
  their
• 7:15
  first
• 7:15
  television
• 7:15
  impression,
• 7:16
  their
• 7:16
  social
• 7:16
  media
• 7:17
  impressions,
• 7:18
  all
• 7:18
  the
• 7:18
  way
• 7:18
  through
• 7:18
  the
• 7:19
  shopper
• 7:19
  dollars
• 7:19
  that
• 7:19
  they're
• 7:20
  spending,
• 7:20
  whether
• 7:20
  it's
• 7:20
  in
• 7:20
  the
• 7:21
  store,
• 7:21
  really
• 7:22
  connecting
• 7:23
  their
• 7:23
  media
• 7:24
  to
• 7:24
  the
• 7:24
  cash
• 7:24
  register.
• 7:25
  And
• 7:25
  right
• 7:26
  now
• 7:26
  we're
• 7:27
  doing
• 7:27
  that
• 7:27
  in
• 7:27
  a
• 7:27
  way
• 7:28
  that
• 7:28
  no
• 7:29
  other
• 7:29
  space
• 7:29
  in
• 7:29
  the
• 7:29
  media
• 7:29
  space
• 7:30
  can
• 7:30
  do.
• 7:31
  But
• 7:31
  there
• 7:31
  is
• 7:32
  so
• 7:32
  far
• 7:32
  to
• 7:32
  go
• 7:32
  there
• 7:33
  and
• 7:34
  so
• 7:34
  many
• 7:34
  stakeholders
• 7:34
  to
• 7:35
  still
• 7:35
  educate.
• 7:35
  And
• 7:36
  I
• 7:37
  want
• 7:37
  to
• 7:37
  dive
• 7:37
  a
• 7:38
  little
• 7:38
  bit
• 7:38
  deeper
• 7:38
  into
• 7:38
  that
• 7:38
  question.
• 7:39
  Whose
• 7:39
  responsibility
• 7:40
  do
• 7:40
  you
• 7:40
  think
• 7:40
  it
• 7:41
  is
• 7:41
  to
• 7:42
  do
• 7:42
  that?
• 7:43
  Like,
• 7:43
  is
• 7:43
  that
• 7:43
  you
• 7:44
  as
• 7:44
  the
• 7:44
  media
• 7:45
  really
• 7:46
  provider
• 7:46
  to
• 7:47
  be
• 7:47
  able
• 7:47
  to
• 7:47
  provide
• 7:47
  that
• 7:47
  information?
• 7:48
  Do
• 7:48
  you
• 7:48
  think
• 7:48
  that
• 7:48
  falls
• 7:49
  on
• 7:49
  the
• 7:49
  brands,
• 7:50
  is
• 7:50
  something
• 7:50
  that
• 7:50
  they
• 7:50
  should
• 7:51
  be
• 7:51
  focusing
• 7:52
  on
• 7:52
  on
• 7:52
  their
• 7:52
  side
• 7:52
  or
• 7:53
  like,
• 7:53
  who.
• 7:53
  Who's
• 7:54
  gonna
• 7:54
  ultimately
• 7:55
  do
• 7:55
  that
• 7:55
  first?
• 7:55
  It's
• 7:56
  a
• 7:56
  fair
• 7:56
  question.
• 7:56
  We
• 7:56
  all.
• 7:57
  We
• 7:57
  all
• 7:57
  have
• 7:57
  a
• 7:57
  role.
• 7:58
  Yeah.
• 7:59
  I
• 7:59
  think
• 7:59
  the
• 7:59
  first
• 8:00
  step
• 8:00
  is
• 8:00
  on
• 8:01
  the
• 8:01
  retail
• 8:01
  media
• 8:01
  networks.
• 8:02
  Okay.
• 8:02
  Because
• 8:03
  I
• 8:03
  think
• 8:03
  measurement
• 8:04
  is
• 8:04
  the
• 8:04
  connective
• 8:05
  tissue
• 8:05
  that's
• 8:05
  gonna
• 8:05
  make
• 8:06
  soon.
• 8:06
  Yeah.
• 8:07
  And
• 8:07
  right
• 8:07
  now,
• 8:07
  measurement
• 8:08
  is
• 8:08
  down
• 8:08
  here.
• 8:09
  It's
• 8:09
  the
• 8:09
  bottom
• 8:09
  of
• 8:09
  the
• 8:09
  funnel.
• 8:10
  And
• 8:10
  it's,
• 8:10
  don't
• 8:10
  get
• 8:11
  me
• 8:11
  wrong,
• 8:11
  super
• 8:11
  valuable.
• 8:13
  If
• 8:13
  we
• 8:13
  start
• 8:13
  measuring
• 8:14
  TV
• 8:15
  against
• 8:15
  channels
• 8:16
  at
• 8:16
  the
• 8:16
  bottom
• 8:16
  of
• 8:16
  the
• 8:17
  funnel,
• 8:17
  it's
• 8:17
  not
• 8:17
  gonna
• 8:17
  look
• 8:17
  that
• 8:18
  great.
• 8:18
  But
• 8:18
  we
• 8:19
  know
• 8:19
  TV
• 8:19
  helps
• 8:20
  drive
• 8:20
  the
• 8:20
  bottom
• 8:21
  of
• 8:21
  the
• 8:21
  funnel.
• 8:21
  So
• 8:22
  what's
• 8:22
  that
• 8:22
  connective
• 8:22
  tissue?
• 8:23
  How
• 8:23
  do
• 8:23
  we
• 8:24
  look
• 8:24
  at
• 8:24
  measurement
• 8:24
  in
• 8:24
  a
• 8:24
  truly
• 8:25
  omnichannel
• 8:25
  fashion?
• 8:26
  If
• 8:26
  we
• 8:26
  can
• 8:26
  do
• 8:27
  that
• 8:27
  and
• 8:27
  if
• 8:27
  we
• 8:27
  can
• 8:28
  bring
• 8:28
  that
• 8:28
  to
• 8:28
  our
• 8:28
  partners,
• 8:29
  whether
• 8:29
  it's
• 8:29
  a
• 8:29
  CPG
• 8:30
  directly
• 8:30
  or
• 8:30
  an
• 8:30
  agency,
• 8:31
  that's
• 8:31
  gonna
• 8:32
  go
• 8:32
  a
• 8:32
  long
• 8:32
  way
• 8:32
  towards.
• 8:33
  Completely
• 8:34
  agree.
• 8:35
  Completely
• 8:35
  agree.
• 8:36
  This
• 8:36
  is
• 8:36
  with
• 8:36
  you,
• 8:36
  the
• 8:37
  retail
• 8:37
  media
• 8:37
  network.
• 8:37
  Yeah.
• 8:38
  No,
• 8:38
  I
• 8:38
  was
• 8:38
  just
• 8:38
  gonna
• 8:38
  say
• 8:40
  shows,
• 8:40
  though.
• 8:41
  Who's
• 8:41
  going
• 8:41
  to
• 8:42
  be
• 8:42
  successful
• 8:42
  with
• 8:42
  their
• 8:43
  retail
• 8:43
  media
• 8:43
  networks
• 8:44
  when
• 8:44
  there's
• 8:44
  over
• 8:44
  200
• 8:45
  commerce
• 8:45
  networks
• 8:46
  happening
• 8:46
  right
• 8:46
  now,
• 8:46
  like
• 8:47
  those
• 8:47
  things
• 8:48
  are
• 8:48
  going
• 8:48
  to
• 8:48
  become
• 8:49
  paramount
• 8:50
  as
• 8:50
  we
• 8:50
  see
• 8:50
  these
• 8:51
  retail
• 8:51
  media
• 8:51
  networks
• 8:52
  continue
• 8:52
  on.
• 8:52
  I
• 8:53
  mean,
• 8:53
  look,
• 8:53
  there's
• 8:53
  a
• 8:53
  lot
• 8:53
  to
• 8:53
  do.
• 8:54
  You
• 8:54
  have
• 8:54
  to
• 8:54
  be
• 8:54
  good
• 8:54
  at
• 8:54
  the
• 8:54
  fundamentals.
• 8:55
  You
• 8:55
  need
• 8:55
  to
• 8:56
  provide
• 8:56
  a
• 8:56
  very
• 8:56
  good
• 8:57
  roas
• 8:57
  and
• 8:57
  an
• 8:57
  incremental
• 8:58
  roas.
• 8:59
  But
• 8:59
  there's
• 8:59
  a
• 8:59
  lot
• 8:59
  of
• 8:59
  white
• 9:00
  space
• 9:00
  that
• 9:00
  we
• 9:00
  can
• 9:01
  still
• 9:02
  seek
• 9:03
  to
• 9:03
  drive
• 9:03
  value
• 9:03
  for
• 9:03
  brands.
• 9:04
  Awesome.
• 9:05
  Well,
• 9:05
  Julian,
• 9:06
  thank
• 9:06
  you
• 9:07
  so
• 9:07
  much
• 9:07
  for
• 9:07
  taking
• 9:08
  time
• 9:08
  with
• 9:08
  us
• 9:08
  today
• 9:08
  and
• 9:08
  being
• 9:09
  being
• 9:09
  up
• 9:09
  for
• 9:09
  the
• 9:10
  challenge.
• 9:11
  You
• 9:11
  passed
• 9:11
  with
• 9:11
  FL
• 9:12
  colors.
• 9:12
  Yeah.
• 9:13
  I
• 9:13
  love
• 9:13
  Albertsons.
• 9:14
  We've
• 9:14
  had,
• 9:14
  I
• 9:14
  think
• 9:14
  we've
• 9:14
  had
• 9:15
  a
• 9:15
  good
• 9:16
  string
• 9:16
  of
• 9:16
  executives
• 9:17
  from
• 9:17
  Albertsons
• 9:17
  on
• 9:18
  our
• 9:18
  show
• 9:18
  of
• 9:18
  late.
• 9:19
  Thanks
• 9:19
  for
• 9:19
  joining
• 9:19
  us
• 9:19
  again.
• 9:20
  Thanks
• 9:20
  for
• 9:20
  having
• 9:20
  me.
• 9:20
  Awesome.
• 9:21
  Well,
• 9:21
  thank
• 9:21
  you
• 9:22
  so
• 9:22
  much
• 9:22
  to
• 9:22
  Simbi
• 9:23
  as
• 9:23
  well
• 9:23
  for
• 9:24
  making
• 9:24
  all
• 9:25
  these
• 9:25
  incredible
• 9:25
  interviews
• 9:26
  that
• 9:26
  we've
• 9:26
  had
• 9:26
  today
• 9:26
  possible.
• 9:27
  Chris
• 9:27
  and
• 9:27
  I
• 9:27
  are
• 9:28
  still
• 9:28
  coming
• 9:28
  at
• 9:28
  you
• 9:29
  for
• 9:29
  the
• 9:29
  rest
• 9:29
  of
• 9:29
  the
• 9:29
  afternoon
• 9:30
  today
• 9:30
  and
• 9:30
  tomorrow
• 9:31
  morning.
• 9:31
  Not
• 9:31
  stopping.
• 9:32
  We
• 9:32
  are
• 9:32
  not
• 9:32
  stopping.
• 9:33
  Never
• 9:33
  stop.
• 9:33
  Never
• 9:34
  stopping.
• 9:34
  Anne.
• 9:34
  Yes.
• 9:36
  So
• 9:36
  until
• 9:36
  our
• 9:37
  next
• 9:37
  interview,
• 9:38
  be
• 9:39
  careful
• 9:39
  out
• 9:39
  there.