Latest / Omni Talk Retail / Why Retail Media Needs a Rethink | Liz Roche, Albertsons Media Collective @ Shoptalk 2025

Transcript

Why Retail Media Needs a Rethink | Liz Roche, Albertsons Media Collective @ Shoptalk 2025 · Omni Talk Retail

• 0:00
  One.
• 0:00
  Hello,
• 0:01
  this
• 0:01
  is
• 0:01
  omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton.
• 0:03
  And
• 0:03
  I'm
• 0:03
  Anne
• 0:03
  Mazinga.
• 0:04
  And
• 0:04
  we
• 0:04
  are
• 0:05
  back
• 0:05
  with
• 0:05
  our
• 0:06
  live
• 0:06
  coverage
• 0:06
  of
• 0:07
  Shop
• 0:07
  Talk
• 0:08
  from
• 0:08
  the
• 0:08
  Meta
• 0:09
  headquarters,
• 0:09
  which
• 0:10
  you
• 0:10
  can
• 0:10
  find
• 0:10
  in
• 0:11
  Surf
• 0:11
  room
• 0:12
  A.
• 0:12
  Yes,
• 0:13
  Ann
• 0:13
  and
• 0:13
  B.
• 0:14
  Surf
• 0:14
  room
• 0:14
  A
• 0:14
  and
• 0:15
  B.
• 0:15
  Wow.
• 0:15
  Meta
• 0:16
  is
• 0:16
  so
• 0:16
  big.
• 0:16
  They
• 0:17
  got
• 0:17
  two
• 0:17
  surf
• 0:18
  rooms
• 0:19
  to
• 0:19
  the
• 0:19
  surf
• 0:20
  locations.
• 0:21
  You
• 0:21
  can
• 0:21
  still
• 0:21
  surf.
• 0:22
  You
• 0:22
  just
• 0:22
  want
• 0:22
  to
• 0:22
  go
• 0:22
  to
• 0:23
  surf.
• 0:23
  B.
• 0:23
  Oh,
• 0:23
  so
• 0:24
  it's
• 0:24
  B.
• 0:24
  It's
• 0:24
  not
• 0:24
  two.
• 0:24
  They're
• 0:25
  not
• 0:25
  across
• 0:25
  two.
• 0:25
  Oh,
• 0:26
  no,
• 0:26
  they've
• 0:26
  got
• 0:26
  A
• 0:26
  and
• 0:26
  B.
• 0:27
  Oh,
• 0:27
  they
• 0:27
  got.
• 0:27
  But
• 0:28
  signage
• 0:28
  says
• 0:29
  B.
• 0:29
  So
• 0:29
  we
• 0:29
  just
• 0:29
  want
• 0:30
  to
• 0:30
  make
• 0:30
  sure
• 0:30
  that
• 0:30
  everybody's
• 0:30
  wayfinding
• 0:31
  correct
• 0:31
  directly
• 0:32
  at
• 0:32
  Shop
• 0:33
  Talk
• 0:33
  if
• 0:33
  you're
• 0:33
  looking
• 0:33
  for
• 0:34
  us.
• 0:34
  Awesome.
• 0:34
  All
• 0:35
  right,
• 0:35
  well,
• 0:35
  thanks
• 0:35
  to
• 0:35
  Meta,
• 0:36
  where
• 0:36
  you
• 0:36
  can
• 0:36
  unlock
• 0:37
  seamless
• 0:37
  customer
• 0:38
  centric
• 0:38
  experiences
• 0:39
  with
• 0:39
  Omnichannel
• 0:40
  ads
• 0:40
  for
• 0:41
  making
• 0:41
  all
• 0:41
  of
• 0:42
  our
• 0:42
  Shop
• 0:42
  Talk
• 0:43
  Day
• 0:43
  two
• 0:43
  coverage
• 0:44
  possible.
• 0:45
  And
• 0:45
  joining
• 0:45
  us
• 0:45
  today
• 0:46
  is
• 0:46
  Liz
• 0:46
  Roach,
• 0:47
  the
• 0:47
  VP
• 0:47
  of
• 0:48
  Media
• 0:48
  and
• 0:48
  Measurement
• 0:49
  for
• 0:49
  Albertsons
• 0:50
  Media
• 0:50
  Collective.
• 0:51
  Welcome
• 0:51
  back
• 0:51
  to
• 0:51
  Omnitok.
• 0:52
  Thank
• 0:52
  you.
• 0:53
  So
• 0:53
  good
• 0:53
  to
• 0:53
  be
• 0:53
  with
• 0:54
  you
• 0:54
  both.
• 0:55
  Yeah,
• 0:55
  absolutely.
• 0:56
  All
• 0:57
  right,
• 0:57
  so
• 0:57
  let's
• 0:57
  get
• 0:57
  into
• 0:57
  it.
• 0:58
  You're
• 0:58
  two
• 0:58
  months
• 0:59
  on
• 0:59
  the
• 0:59
  job,
• 0:59
  right?
• 1:00
  About
• 1:00
  two
• 1:00
  months
• 1:00
  in.
• 1:01
  It's
• 1:01
  a
• 1:01
  new
• 1:01
  role.
• 1:02
  And
• 1:02
  so
• 1:03
  for
• 1:03
  those
• 1:03
  of
• 1:03
  maybe
• 1:03
  that
• 1:03
  don't
• 1:04
  remember
• 1:04
  our
• 1:04
  first
• 1:04
  conversation
• 1:05
  with
• 1:05
  you,
• 1:05
  explain
• 1:06
  your
• 1:06
  background
• 1:06
  and
• 1:07
  what
• 1:07
  this
• 1:07
  new
• 1:07
  role
• 1:07
  is
• 1:07
  all
• 1:08
  about
• 1:08
  for
• 1:08
  you.
• 1:08
  Yeah,
• 1:08
  absolutely.
• 1:09
  So
• 1:09
  I
• 1:09
  am
• 1:10
  currently
• 1:10
  the
• 1:11
  VP
• 1:11
  of
• 1:11
  Media
• 1:11
  and
• 1:11
  Measurement.
• 1:12
  These
• 1:12
  were
• 1:13
  separate
• 1:13
  departments
• 1:14
  before,
• 1:14
  and
• 1:14
  we're
• 1:15
  bringing
• 1:15
  it
• 1:15
  under
• 1:15
  one
• 1:15
  roof,
• 1:16
  really
• 1:16
  enabling
• 1:17
  that
• 1:17
  end
• 1:17
  to
• 1:17
  end
• 1:17
  efficiency
• 1:18
  and
• 1:18
  efficacy.
• 1:19
  So
• 1:19
  super
• 1:20
  excited
• 1:20
  about
• 1:20
  that.
• 1:21
  Better
• 1:21
  design
• 1:22
  for
• 1:22
  our
• 1:22
  clients
• 1:23
  just
• 1:23
  makes
• 1:23
  everything
• 1:23
  a
• 1:24
  lot
• 1:24
  easier,
• 1:24
  but
• 1:25
  also
• 1:25
  makes
• 1:25
  our
• 1:25
  product
• 1:25
  better.
• 1:26
  And
• 1:26
  as
• 1:26
  you
• 1:27
  both
• 1:27
  know,
• 1:27
  I've
• 1:27
  spent
• 1:28
  some
• 1:28
  time
• 1:28
  in
• 1:28
  the
• 1:29
  retail
• 1:29
  space.
• 1:30
  I
• 1:30
  worked
• 1:30
  at
• 1:30
  Meta.
• 1:31
  I
• 1:31
  also
• 1:32
  worked
• 1:32
  in
• 1:32
  the
• 1:32
  publishing
• 1:32
  space
• 1:33
  and
• 1:33
  I've
• 1:33
  had
• 1:33
  some
• 1:34
  leadership
• 1:34
  at
• 1:35
  agency
• 1:35
  as
• 1:35
  well,
• 1:35
  so
• 1:36
  been
• 1:36
  kicking
• 1:36
  around,
• 1:36
  but
• 1:37
  this
• 1:37
  is
• 1:37
  an
• 1:37
  absolute
• 1:37
  dream.
• 1:38
  Amazing.
• 1:39
  Well,
• 1:39
  Liz,
• 1:40
  you
• 1:40
  know,
• 1:40
  you
• 1:40
  said
• 1:40
  you,
• 1:41
  you're
• 1:41
  now
• 1:41
  covering
• 1:41
  media
• 1:42
  measurement.
• 1:42
  It's
• 1:43
  in
• 1:43
  one
• 1:44
  category
• 1:44
  now
• 1:45
  for
• 1:45
  you
• 1:45
  at
• 1:46
  Albertsons
• 1:47
  Media
• 1:47
  Collective.
• 1:48
  I'm
• 1:48
  curious,
• 1:49
  like,
• 1:49
  are
• 1:49
  there
• 1:49
  any
• 1:50
  technologies
• 1:51
  or
• 1:51
  processes
• 1:52
  that
• 1:52
  you've
• 1:52
  had
• 1:53
  to
• 1:53
  change
• 1:53
  or
• 1:54
  kind
• 1:54
  of
• 1:54
  update
• 1:55
  to
• 1:55
  really
• 1:55
  accommodate
• 1:56
  moving
• 1:57
  those,
• 1:57
  merging
• 1:57
  those
• 1:58
  two
• 1:58
  together
• 1:58
  and
• 1:58
  providing
• 1:59
  those
• 1:59
  better
• 2:00
  customer
• 2:00
  experience?
• 2:01
  I
• 2:01
  think
• 2:01
  the
• 2:01
  biggest
• 2:02
  thing
• 2:03
  we're
• 2:03
  seeing
• 2:03
  is
• 2:04
  collaborative
• 2:05
  technology,
• 2:05
  and
• 2:06
  that's
• 2:06
  what
• 2:06
  our
• 2:06
  clients
• 2:07
  want
• 2:07
  to
• 2:07
  see.
• 2:07
  Haven't
• 2:07
  heard
• 2:08
  that
• 2:08
  stuff.
• 2:09
  Is
• 2:09
  that
• 2:09
  clean
• 2:09
  room,
• 2:10
  API
• 2:10
  access?
• 2:11
  I
• 2:11
  mean,
• 2:11
  really
• 2:12
  being
• 2:12
  able
• 2:12
  to
• 2:13
  bring
• 2:13
  data
• 2:14
  to
• 2:14
  our
• 2:14
  clients
• 2:15
  in
• 2:16
  near
• 2:16
  real
• 2:16
  time
• 2:17
  and
• 2:17
  let
• 2:17
  them
• 2:17
  collaborate
• 2:18
  in
• 2:18
  spaces
• 2:19
  is
• 2:19
  really
• 2:19
  the
• 2:19
  big
• 2:20
  technological
• 2:20
  ask.
• 2:21
  And
• 2:21
  we're
• 2:21
  seeing
• 2:22
  that
• 2:22
  from
• 2:22
  activation
• 2:23
  all
• 2:23
  the
• 2:23
  way
• 2:23
  through
• 2:23
  to
• 2:23
  measurement.
• 2:24
  So
• 2:24
  It's
• 2:25
  a
• 2:25
  really
• 2:25
  interesting
• 2:26
  space,
• 2:26
  but
• 2:26
  we're
• 2:26
  hearing
• 2:27
  it
• 2:27
  a
• 2:27
  lot
• 2:27
  and
• 2:27
  it's
• 2:28
  something
• 2:28
  that
• 2:28
  we're
• 2:29
  excited
• 2:29
  about.
• 2:29
  And
• 2:30
  how
• 2:30
  is
• 2:30
  like,
• 2:31
  I'm
• 2:31
  curious,
• 2:31
  like
• 2:32
  how
• 2:32
  measurement
• 2:32
  is
• 2:33
  changing
• 2:33
  too.
• 2:33
  If
• 2:33
  you
• 2:33
  can
• 2:34
  dive
• 2:34
  into
• 2:34
  that
• 2:34
  a
• 2:34
  little
• 2:35
  bit
• 2:35
  now
• 2:35
  that
• 2:35
  you
• 2:35
  know
• 2:36
  you
• 2:36
  have
• 2:36
  joint
• 2:37
  access
• 2:37
  to
• 2:38
  this,
• 2:38
  this
• 2:39
  data
• 2:40
  are
• 2:41
  like
• 2:41
  KPIs
• 2:42
  changing.
• 2:43
  Are
• 2:43
  you
• 2:43
  changing
• 2:44
  the
• 2:44
  types
• 2:44
  of
• 2:44
  things
• 2:44
  you're
• 2:45
  looking
• 2:45
  for,
• 2:46
  how
• 2:46
  you're
• 2:46
  gathering
• 2:47
  the
• 2:47
  data?
• 2:47
  Like
• 2:47
  what
• 2:48
  kind
• 2:48
  of
• 2:48
  things
• 2:48
  have
• 2:48
  updated?
• 2:49
  You
• 2:49
  asked
• 2:49
  me
• 2:50
  14
• 2:50
  questions.
• 2:52
  Questions,
• 2:52
  honestly.
• 2:53
  And
• 2:53
  I
• 2:53
  think
• 2:54
  first
• 2:54
  of
• 2:54
  all,
• 2:54
  we're
• 2:54
  seeing
• 2:54
  a
• 2:55
  little
• 2:55
  bit
• 2:55
  of
• 2:55
  a
• 2:55
  compression
• 2:55
  happening,
• 2:56
  ok.
• 2:56
  Between
• 2:57
  brand
• 2:57
  and
• 2:57
  commerce
• 2:58
  dollars.
• 2:58
  Brand
• 2:59
  marketers
• 2:59
  want
• 2:59
  to
• 2:59
  tap
• 3:00
  into
• 3:00
  commerce
• 3:01
  type
• 3:01
  tools
• 3:02
  and
• 3:02
  that's
• 3:02
  where
• 3:02
  we're
• 3:03
  seeing
• 3:03
  those
• 3:03
  collaborative
• 3:04
  environments
• 3:04
  really
• 3:04
  take
• 3:05
  off.
• 3:05
  But
• 3:06
  we're
• 3:06
  also
• 3:06
  seeing
• 3:06
  brand
• 3:07
  marketers
• 3:07
  want
• 3:07
  to
• 3:07
  tap
• 3:07
  into
• 3:08
  retail
• 3:08
  media
• 3:08
  audiences,
• 3:09
  but
• 3:10
  they
• 3:10
  want
• 3:10
  to
• 3:10
  start
• 3:10
  seeing
• 3:11
  different
• 3:11
  types
• 3:11
  of
• 3:11
  KPI,
• 3:12
  different
• 3:12
  types
• 3:12
  of
• 3:12
  measurement.
• 3:13
  They
• 3:13
  want
• 3:14
  to
• 3:14
  look
• 3:14
  at
• 3:14
  things
• 3:14
  longitudinally.
• 3:15
  They
• 3:15
  want
• 3:16
  to
• 3:16
  start
• 3:16
  looking
• 3:17
  up
• 3:17
  the
• 3:17
  funnel.
• 3:18
  So
• 3:19
  being
• 3:19
  able
• 3:19
  to
• 3:19
  iterate
• 3:20
  and
• 3:20
  build
• 3:20
  new
• 3:20
  KPIs
• 3:21
  and
• 3:21
  not
• 3:21
  just
• 3:22
  stick
• 3:22
  to
• 3:22
  ROAS
• 3:23
  campaign
• 3:23
  over
• 3:24
  campaign,
• 3:24
  which
• 3:24
  of
• 3:24
  course
• 3:24
  we
• 3:25
  do,
• 3:25
  and
• 3:26
  we
• 3:26
  of
• 3:26
  course
• 3:26
  have
• 3:27
  incrementality
• 3:27
  across
• 3:28
  campaigns
• 3:28
  as
• 3:28
  well.
• 3:29
  But
• 3:29
  being
• 3:29
  able
• 3:29
  to
• 3:29
  look
• 3:29
  at
• 3:30
  LTV
• 3:30
  and
• 3:30
  really
• 3:31
  get
• 3:31
  into
• 3:31
  some
• 3:31
  of
• 3:32
  those
• 3:32
  meatier,
• 3:32
  more
• 3:33
  longitudinal
• 3:33
  metrics
• 3:34
  is
• 3:34
  what
• 3:34
  we're
• 3:34
  seeing
• 3:34
  the
• 3:34
  demand
• 3:35
  for.
• 3:35
  Is
• 3:35
  that
• 3:36
  different
• 3:36
  for
• 3:36
  you?
• 3:37
  I
• 3:37
  mean,
• 3:37
  does
• 3:37
  that
• 3:37
  require
• 3:38
  a
• 3:38
  different
• 3:38
  muscle
• 3:39
  for
• 3:39
  you
• 3:39
  as
• 3:39
  the
• 3:40
  leader
• 3:40
  of
• 3:40
  this
• 3:40
  team,
• 3:40
  or
• 3:41
  is
• 3:41
  it
• 3:41
  just
• 3:42
  putting
• 3:42
  things
• 3:43
  together,
• 3:43
  watching
• 3:44
  different
• 3:44
  things
• 3:44
  a
• 3:44
  little
• 3:44
  more
• 3:45
  closely?
• 3:45
  I
• 3:45
  think
• 3:45
  for
• 3:45
  us
• 3:46
  it's
• 3:46
  really
• 3:47
  about
• 3:47
  the
• 3:47
  strategic
• 3:48
  conversation
• 3:48
  with
• 3:49
  our
• 3:49
  partners,
• 3:49
  like
• 3:50
  in
• 3:50
  our
• 3:50
  clients.
• 3:50
  I
• 3:51
  mean,
• 3:51
  part
• 3:52
  of
• 3:52
  the
• 3:52
  reason
• 3:52
  that
• 3:52
  we're
• 3:53
  bringing
• 3:53
  measurement
• 3:53
  and
• 3:54
  media
• 3:54
  together
• 3:54
  is
• 3:54
  to
• 3:55
  make
• 3:55
  it
• 3:55
  so
• 3:55
  end
• 3:55
  to
• 3:55
  end.
• 3:56
  The
• 3:57
  strategy
• 3:57
  is
• 3:57
  tight
• 3:58
  and
• 3:58
  it's
• 3:58
  singular.
• 3:59
  That's
• 3:59
  what
• 3:59
  really
• 4:00
  enables
• 4:00
  speed
• 4:00
  to
• 4:00
  market,
• 4:01
  but
• 4:01
  also
• 4:01
  speed
• 4:02
  to
• 4:02
  insight.
• 4:03
  And
• 4:04
  I
• 4:04
  think
• 4:04
  that's
• 4:04
  really
• 4:05
  what
• 4:05
  is
• 4:05
  driving
• 4:05
  this.
• 4:06
  But
• 4:06
  having
• 4:06
  these
• 4:06
  conversations
• 4:07
  about,
• 4:07
  hey,
• 4:08
  how
• 4:08
  do
• 4:08
  we
• 4:08
  move
• 4:08
  the
• 4:09
  needle
• 4:09
  over
• 4:09
  the
• 4:09
  course
• 4:09
  of
• 4:10
  the
• 4:10
  year,
• 4:10
  over
• 4:10
  the
• 4:10
  course
• 4:11
  of
• 4:11
  the
• 4:11
  quarter,
• 4:11
  and
• 4:12
  not
• 4:12
  just
• 4:12
  what
• 4:13
  did
• 4:13
  we
• 4:13
  do
• 4:13
  72
• 4:13
  hours
• 4:14
  before
• 4:14
  the
• 4:14
  super
• 4:14
  bowl,
• 4:15
  there
• 4:15
  are
• 4:15
  new
• 4:15
  questions
• 4:15
  that
• 4:16
  were
• 4:16
  being
• 4:16
  asked.
• 4:16
  And
• 4:17
  look,
• 4:17
  we
• 4:17
  have
• 4:18
  data
• 4:18
  scientists
• 4:18
  who
• 4:19
  are
• 4:19
  eager
• 4:19
  to
• 4:20
  dig
• 4:20
  in.
• 4:20
  So
• 4:20
  we're
• 4:20
  seeing
• 4:21
  that
• 4:21
  happen
• 4:21
  and
• 4:22
  it's
• 4:22
  exciting.
• 4:22
  Yeah.
• 4:23
  So
• 4:23
  Liz,
• 4:24
  you
• 4:24
  know,
• 4:24
  one
• 4:24
  of
• 4:24
  my
• 4:25
  least
• 4:25
  favorite
• 4:25
  and
• 4:26
  also
• 4:26
  probably
• 4:26
  my
• 4:26
  most
• 4:26
  favorite
• 4:27
  buzzwords
• 4:27
  at
• 4:28
  any
• 4:28
  retail
• 4:28
  conference
• 4:29
  is
• 4:29
  personalization.
• 4:30
  Sure.
• 4:30
  I'm
• 4:30
  sure
• 4:30
  you
• 4:30
  feel
• 4:31
  the
• 4:31
  same
• 4:31
  way
• 4:32
  that
• 4:32
  the
• 4:32
  dual
• 4:33
  edge
• 4:33
  nature
• 4:33
  of
• 4:33
  the
• 4:33
  word
• 4:34
  personalization.
• 4:34
  But
• 4:35
  one
• 4:35
  thing
• 4:35
  I
• 4:35
  find
• 4:35
  unique
• 4:36
  about
• 4:36
  the
• 4:36
  personalization
• 4:37
  idea
• 4:37
  in
• 4:37
  the
• 4:37
  retail
• 4:37
  media
• 4:38
  space
• 4:38
  is
• 4:38
  Kind
• 4:38
  of
• 4:38
  the,
• 4:39
  the
• 4:39
  end
• 4:39
  to
• 4:39
  end
• 4:40
  attribution
• 4:40
  that
• 4:41
  you
• 4:41
  can
• 4:41
  provide
• 4:41
  as
• 4:42
  a
• 4:42
  retailer.
• 4:42
  Right.
• 4:43
  So
• 4:43
  I'm
• 4:43
  curious,
• 4:43
  what
• 4:44
  is,
• 4:44
  what
• 4:44
  are
• 4:44
  some
• 4:44
  of
• 4:44
  the
• 4:44
  things
• 4:45
  you've
• 4:45
  been
• 4:45
  doing
• 4:45
  or,
• 4:46
  or
• 4:47
  working
• 4:47
  on
• 4:47
  that
• 4:47
  you're
• 4:47
  seeing
• 4:48
  are
• 4:48
  successful
• 4:49
  in
• 4:49
  that
• 4:49
  arena
• 4:49
  in
• 4:50
  terms
• 4:50
  of
• 4:50
  personalization
• 4:51
  and
• 4:51
  attribution?
• 4:51
  Yeah.
• 4:52
  So
• 4:53
  we
• 4:53
  are
• 4:54
  laser
• 4:55
  focused
• 4:55
  on
• 4:56
  closed
• 4:56
  loop
• 4:56
  everywhere.
• 4:57
  So
• 4:57
  that's,
• 4:57
  that's
• 4:58
  really
• 4:58
  a
• 4:58
  mandate
• 4:59
  for
• 4:59
  us
• 4:59
  to
• 4:59
  make
• 4:59
  sure
• 5:00
  when
• 5:00
  we're
• 5:00
  rolling
• 5:00
  out
• 5:00
  media
• 5:01
  product,
• 5:01
  we
• 5:01
  design
• 5:02
  with
• 5:02
  the
• 5:02
  end
• 5:02
  in
• 5:02
  mind,
• 5:03
  which
• 5:03
  means
• 5:03
  we're
• 5:03
  closing
• 5:04
  the
• 5:04
  loop
• 5:04
  at
• 5:04
  the
• 5:04
  end
• 5:04
  of
• 5:04
  this
• 5:05
  thing.
• 5:06
  And
• 5:06
  that
• 5:06
  really
• 5:06
  enables
• 5:07
  us
• 5:07
  to
• 5:08
  leverage
• 5:08
  our
• 5:08
  platform
• 5:09
  partners
• 5:09
  off
• 5:10
  site,
• 5:10
  leverage
• 5:11
  our
• 5:11
  own
• 5:11
  technology
• 5:12
  on
• 5:12
  site
• 5:12
  to
• 5:12
  deliver
• 5:13
  on
• 5:13
  that
• 5:13
  personalization
• 5:14
  promise,
• 5:14
  but
• 5:15
  also
• 5:15
  measure
• 5:15
  the
• 5:15
  efficacy.
• 5:16
  It's
• 5:16
  not
• 5:17
  personalization
• 5:17
  for
• 5:18
  personalization's
• 5:18
  sake.
• 5:19
  Right.
• 5:19
  We're
• 5:19
  really
• 5:19
  focused
• 5:20
  on
• 5:20
  the
• 5:20
  outcome
• 5:21
  and
• 5:21
  really
• 5:22
  focused
• 5:22
  on
• 5:22
  delivering.
• 5:23
  It's
• 5:23
  a
• 5:23
  great
• 5:23
  way
• 5:23
  to
• 5:24
  measure
• 5:24
  personalization
• 5:24
  too.
• 5:25
  Yeah.
• 5:25
  Well,
• 5:26
  Liz,
• 5:27
  you're
• 5:27
  talking
• 5:27
  about,
• 5:28
  we
• 5:28
  keep
• 5:28
  talking
• 5:29
  about
• 5:29
  the
• 5:29
  changes
• 5:29
  that
• 5:30
  are
• 5:30
  happening
• 5:31
  in,
• 5:31
  in
• 5:32
  retail
• 5:32
  media.
• 5:33
  This
• 5:33
  is
• 5:33
  kind
• 5:34
  of
• 5:34
  more
• 5:34
  of
• 5:34
  like
• 5:34
  a
• 5:34
  culture
• 5:35
  question
• 5:35
  than
• 5:35
  it
• 5:36
  is
• 5:36
  like
• 5:36
  what's
• 5:36
  happening
• 5:37
  with
• 5:37
  retail
• 5:37
  media.
• 5:38
  But
• 5:38
  how
• 5:38
  would
• 5:39
  you
• 5:39
  say
• 5:40
  things
• 5:40
  have
• 5:40
  changed
• 5:41
  in
• 5:41
  the
• 5:41
  types
• 5:41
  of
• 5:41
  people,
• 5:42
  people
• 5:42
  you're
• 5:42
  looking
• 5:42
  to
• 5:42
  have
• 5:43
  on
• 5:43
  your
• 5:43
  team
• 5:44
  and
• 5:44
  the
• 5:44
  kinds
• 5:45
  of
• 5:45
  partners
• 5:45
  that
• 5:45
  you
• 5:46
  bring
• 5:46
  in,
• 5:47
  like,
• 5:47
  especially
• 5:48
  some
• 5:48
  of
• 5:48
  the
• 5:48
  technologies
• 5:48
  that
• 5:49
  you
• 5:49
  mentioned,
• 5:49
  like
• 5:49
  what,
• 5:50
  what
• 5:50
  has
• 5:50
  to
• 5:50
  be
• 5:50
  true
• 5:51
  about
• 5:51
  those
• 5:51
  people
• 5:52
  and
• 5:52
  those
• 5:52
  teams
• 5:53
  to
• 5:53
  have
• 5:53
  success
• 5:54
  as
• 5:54
  a
• 5:54
  retail
• 5:54
  media
• 5:55
  organization.
• 5:56
  So
• 5:56
  I
• 5:56
  think
• 5:56
  from
• 5:57
  like
• 5:57
  a
• 5:57
  tactical
• 5:58
  approach,
• 5:58
  speed
• 5:59
  and
• 5:59
  agility
• 6:00
  is
• 6:00
  paramount
• 6:00
  for
• 6:01
  partners.
• 6:01
  We
• 6:02
  have
• 6:02
  to
• 6:02
  move
• 6:02
  at
• 6:02
  the
• 6:03
  speed
• 6:03
  of
• 6:03
  our
• 6:03
  clients.
• 6:03
  We
• 6:04
  have
• 6:04
  to
• 6:04
  be
• 6:04
  moving
• 6:05
  a
• 6:05
  little
• 6:05
  bit
• 6:05
  faster.
• 6:06
  Okay.
• 6:06
  In
• 6:06
  order
• 6:07
  to
• 6:07
  really
• 6:07
  deliver
• 6:07
  on
• 6:08
  the
• 6:08
  promise.
• 6:08
  And
• 6:09
  so
• 6:09
  we
• 6:09
  need
• 6:09
  partners
• 6:10
  that
• 6:10
  can
• 6:10
  accommodate.
• 6:11
  I
• 6:11
  think
• 6:11
  there's
• 6:12
  a
• 6:12
  whole
• 6:12
  cultural
• 6:12
  element
• 6:13
  though,
• 6:13
  Ann,
• 6:13
  and
• 6:14
  it's
• 6:14
  a
• 6:14
  good
• 6:14
  thing
• 6:15
  to
• 6:15
  point
• 6:15
  out
• 6:15
  at
• 6:16
  Albertsons
• 6:17
  bias
• 6:17
  towards
• 6:17
  action.
• 6:18
  It's
• 6:18
  one
• 6:18
  of
• 6:18
  our
• 6:19
  number
• 6:19
  one
• 6:19
  traits.
• 6:19
  Okay.
• 6:20
  We
• 6:20
  make
• 6:20
  decisions
• 6:21
  and
• 6:21
  we
• 6:21
  move
• 6:22
  and
• 6:22
  we
• 6:22
  want
• 6:22
  to
• 6:22
  iterate
• 6:23
  fast
• 6:23
  and
• 6:23
  we
• 6:23
  need
• 6:24
  partners
• 6:24
  that
• 6:24
  would
• 6:24
  do
• 6:24
  that
• 6:24
  too.
• 6:25
  So
• 6:26
  I
• 6:26
  would
• 6:26
  say,
• 6:26
  you
• 6:26
  know,
• 6:26
  from
• 6:26
  a
• 6:26
  culture
• 6:27
  perspective,
• 6:27
  that's
• 6:27
  where
• 6:28
  it
• 6:28
  lands.
• 6:28
  How
• 6:28
  much
• 6:28
  does
• 6:29
  education
• 6:29
  play
• 6:29
  a
• 6:30
  role?
• 6:30
  I
• 6:30
  mean,
• 6:30
  do
• 6:30
  you
• 6:30
  still
• 6:31
  find
• 6:31
  that
• 6:31
  you
• 6:31
  have
• 6:32
  a
• 6:32
  lot
• 6:32
  of
• 6:32
  education
• 6:33
  to
• 6:34
  do
• 6:34
  with
• 6:34
  the
• 6:35
  brands
• 6:35
  that
• 6:35
  you're
• 6:35
  working
• 6:35
  with
• 6:36
  on
• 6:36
  just
• 6:36
  like
• 6:36
  having
• 6:37
  success
• 6:37
  in
• 6:37
  retail
• 6:38
  media,
• 6:38
  what
• 6:38
  kind
• 6:39
  of
• 6:39
  teams
• 6:39
  they
• 6:39
  need
• 6:40
  to
• 6:40
  have
• 6:40
  on
• 6:40
  their
• 6:40
  team
• 6:40
  side?
• 6:41
  Like,
• 6:41
  is
• 6:41
  that
• 6:41
  still
• 6:41
  a
• 6:41
  component?
• 6:42
  I
• 6:42
  think
• 6:42
  it's
• 6:43
  still
• 6:43
  an
• 6:43
  active
• 6:44
  component
• 6:44
  because
• 6:44
  we
• 6:45
  are
• 6:45
  seeing
• 6:45
  so
• 6:45
  much
• 6:46
  shift
• 6:46
  in
• 6:47
  terms
• 6:47
  of
• 6:47
  brand
• 6:48
  marketers
• 6:48
  wanting
• 6:48
  to
• 6:48
  tap
• 6:49
  in
• 6:49
  and
• 6:50
  all
• 6:51
  media
• 6:51
  seems
• 6:52
  like
• 6:52
  it's
• 6:52
  becoming
• 6:52
  commerce
• 6:53
  media.
• 6:53
  So
• 6:54
  you
• 6:54
  have
• 6:54
  these
• 6:54
  very
• 6:55
  Educated,
• 6:55
  low
• 6:56
  funnel
• 6:56
  shopper
• 6:56
  marketers
• 6:57
  who
• 6:57
  have
• 6:57
  been
• 6:57
  in
• 6:57
  it,
• 6:58
  but
• 6:58
  you
• 6:58
  have
• 6:58
  some
• 6:58
  new
• 6:58
  folks
• 6:59
  joining
• 6:59
  the
• 6:59
  party.
• 6:59
  So
• 7:00
  the
• 7:00
  education
• 7:01
  is
• 7:01
  a
• 7:01
  big
• 7:01
  play.
• 7:02
  The
• 7:02
  technological
• 7:03
  education
• 7:03
  is
• 7:04
  a
• 7:04
  big
• 7:04
  play
• 7:04
  too.
• 7:05
  But
• 7:05
  we
• 7:05
  have
• 7:05
  great
• 7:06
  partners
• 7:06
  in
• 7:06
  our
• 7:07
  shopper
• 7:07
  teams
• 7:07
  and
• 7:08
  our
• 7:08
  retail
• 7:08
  media
• 7:08
  teams
• 7:09
  on
• 7:09
  the
• 7:09
  client
• 7:09
  side.
• 7:09
  Yeah,
• 7:10
  awesome.
• 7:10
  So
• 7:10
  Liz,
• 7:10
  I'm
• 7:11
  curious
• 7:11
  off
• 7:11
  that,
• 7:11
  off
• 7:11
  that
• 7:12
  similar
• 7:12
  vein.
• 7:13
  So
• 7:14
  if
• 7:14
  you
• 7:14
  put
• 7:15
  your
• 7:15
  industry
• 7:15
  hat
• 7:15
  on
• 7:15
  now
• 7:15
  outside
• 7:16
  of
• 7:16
  Albertsons
• 7:16
  Media
• 7:17
  collective,
• 7:17
  I'm
• 7:17
  curious,
• 7:17
  like,
• 7:18
  are
• 7:19
  we
• 7:19
  going
• 7:19
  to
• 7:19
  see
• 7:19
  more
• 7:19
  change
• 7:20
  in
• 7:20
  the
• 7:20
  retail
• 7:20
  media
• 7:20
  space
• 7:21
  or
• 7:21
  less
• 7:21
  change
• 7:22
  relative
• 7:22
  to
• 7:22
  years
• 7:22
  past?
• 7:24
  And
• 7:24
  if
• 7:24
  so,
• 7:24
  what
• 7:24
  is
• 7:25
  going
• 7:25
  to
• 7:25
  change?
• 7:26
  Yeah,
• 7:27
  good
• 7:27
  question.
• 7:28
  Crystal
• 7:28
  ball
• 7:28
  moment.
• 7:29
  Yeah.
• 7:29
  Which
• 7:29
  I
• 7:29
  love.
• 7:30
  I
• 7:30
  love
• 7:30
  a
• 7:30
  crystal
• 7:30
  ball.
• 7:31
  Yeah,
• 7:31
  I
• 7:31
  love
• 7:31
  a
• 7:31
  crystal
• 7:32
  ball
• 7:32
  moment.
• 7:32
  Kind
• 7:32
  of
• 7:32
  our
• 7:32
  thing.
• 7:33
  So
• 7:33
  I
• 7:33
  think
• 7:33
  you're
• 7:34
  going
• 7:34
  to
• 7:34
  continue
• 7:34
  seeing
• 7:35
  two
• 7:35
  trends.
• 7:35
  Okay.
• 7:36
  The
• 7:36
  compression
• 7:36
  between
• 7:37
  the
• 7:37
  compression
• 7:38
  into
• 7:38
  commerce
• 7:38
  media
• 7:39
  brand
• 7:39
  dollars.
• 7:39
  Wanting
• 7:40
  to
• 7:40
  start
• 7:40
  activating
• 7:41
  audience
• 7:41
  and
• 7:41
  start
• 7:42
  seeing
• 7:42
  that
• 7:42
  closed
• 7:43
  loop
• 7:43
  is
• 7:43
  going
• 7:43
  to
• 7:44
  continue
• 7:44
  to
• 7:44
  to
• 7:45
  happen
• 7:45
  through
• 7:45
  the
• 7:45
  industry.
• 7:46
  Things
• 7:47
  like
• 7:47
  CTV
• 7:47
  where
• 7:48
  those
• 7:48
  brand
• 7:48
  marketers
• 7:48
  want
• 7:49
  to
• 7:49
  play,
• 7:49
  but
• 7:49
  also
• 7:50
  they
• 7:50
  want
• 7:50
  the
• 7:50
  attribution.
• 7:51
  You're
• 7:51
  going
• 7:51
  to
• 7:51
  continue
• 7:51
  to
• 7:52
  see
• 7:52
  that.
• 7:52
  But
• 7:52
  from
• 7:53
  a
• 7:53
  measurement
• 7:53
  perspective,
• 7:54
  I
• 7:54
  think
• 7:54
  there's
• 7:55
  going
• 7:55
  to
• 7:55
  be
• 7:55
  a
• 7:55
  bit
• 7:56
  of
• 7:56
  a
• 7:56
  paradigm
• 7:56
  shift
• 7:57
  because
• 7:57
  channel
• 7:58
  by
• 7:58
  channel
• 7:58
  is
• 7:58
  complex
• 7:59
  and
• 7:59
  it
• 7:59
  doesn't
• 8:00
  really
• 8:00
  tell
• 8:00
  a
• 8:01
  full
• 8:01
  picture.
• 8:02
  Our
• 8:02
  clients
• 8:02
  are
• 8:03
  investing
• 8:03
  in
• 8:04
  models,
• 8:05
  they're
• 8:06
  in
• 8:06
  housing
• 8:06
  models.
• 8:07
  They
• 8:07
  want
• 8:07
  more
• 8:07
  data
• 8:08
  and
• 8:08
  they
• 8:08
  want
• 8:08
  to
• 8:08
  understand
• 8:09
  full
• 8:09
  picture
• 8:10
  and
• 8:10
  they
• 8:10
  want
• 8:10
  to
• 8:10
  start
• 8:10
  indexing
• 8:11
  these
• 8:11
  things.
• 8:11
  They
• 8:11
  don't
• 8:12
  want
• 8:12
  to
• 8:12
  look
• 8:12
  at
• 8:12
  one
• 8:12
  off
• 8:13
  reports
• 8:13
  across
• 8:13
  each
• 8:13
  channel.
• 8:14
  So
• 8:14
  I
• 8:14
  think
• 8:15
  moving
• 8:15
  to
• 8:15
  holistic
• 8:16
  measurement,
• 8:16
  starting
• 8:17
  to
• 8:17
  solve
• 8:17
  for
• 8:17
  cross
• 8:18
  channel,
• 8:18
  you're
• 8:19
  going
• 8:19
  to
• 8:19
  see
• 8:19
  a
• 8:20
  lot
• 8:20
  more
• 8:20
  of
• 8:20
  that
• 8:20
  type
• 8:21
  of
• 8:21
  experimentation
• 8:21
  happening
• 8:22
  and
• 8:23
  it's
• 8:23
  a
• 8:23
  cool
• 8:23
  place
• 8:23
  to
• 8:24
  be.
• 8:24
  So
• 8:24
  there's
• 8:24
  a
• 8:24
  lot
• 8:24
  more
• 8:25
  learning
• 8:25
  and
• 8:25
  evolution
• 8:25
  that
• 8:25
  still
• 8:26
  needs
• 8:26
  to
• 8:26
  happen.
• 8:26
  Absolutely.
• 8:27
  Even
• 8:27
  though
• 8:27
  we've
• 8:27
  been
• 8:27
  talking
• 8:27
  about
• 8:27
  retail
• 8:28
  media
• 8:28
  now
• 8:28
  for
• 8:28
  two
• 8:28
  or
• 8:29
  three
• 8:29
  years.
• 8:31
  Well,
• 8:31
  this
• 8:31
  is
• 8:31
  where
• 8:32
  we
• 8:32
  get
• 8:32
  to
• 8:32
  close
• 8:33
  out
• 8:33
  the
• 8:33
  session.
• 8:34
  By
• 8:34
  tapping
• 8:35
  your
• 8:35
  extreme
• 8:36
  personal
• 8:37
  knowledge
• 8:38
  about
• 8:39
  retail
• 8:39
  media,
• 8:40
  where
• 8:41
  would
• 8:41
  you
• 8:41
  tell
• 8:42
  the
• 8:42
  retailers
• 8:42
  and
• 8:43
  brands
• 8:43
  listening
• 8:43
  who
• 8:44
  are
• 8:45
  on
• 8:45
  the
• 8:45
  floor
• 8:45
  here
• 8:45
  at
• 8:46
  Shop
• 8:46
  Talk
• 8:46
  or
• 8:46
  listening
• 8:47
  at
• 8:47
  home,
• 8:47
  where
• 8:47
  would
• 8:47
  you
• 8:47
  tell
• 8:48
  them
• 8:48
  to
• 8:48
  start
• 8:48
  investing
• 8:49
  right
• 8:49
  now?
• 8:50
  This
• 8:50
  is
• 8:50
  an
• 8:50
  easy
• 8:50
  one.
• 8:51
  Experimentation.
• 8:52
  Invest
• 8:53
  in
• 8:53
  experimentation.
• 8:54
  Today
• 8:55
  I
• 8:55
  believe
• 8:55
  there
• 8:55
  are
• 8:55
  arbitrage
• 8:56
  opportunities
• 8:57
  as
• 8:57
  things
• 8:57
  are
• 8:57
  shifting
• 8:58
  in
• 8:58
  the
• 8:58
  marketplace.
• 8:59
  And
• 8:59
  if
• 8:59
  you
• 9:00
  can
• 9:00
  experiment
• 9:00
  and
• 9:01
  start
• 9:01
  redefining
• 9:02
  what
• 9:02
  your
• 9:02
  KPIs
• 9:03
  look
• 9:03
  like,
• 9:03
  redefining
• 9:04
  your
• 9:04
  strategies,
• 9:05
  redefining
• 9:06
  what
• 9:06
  strategic
• 9:07
  continuity
• 9:07
  means
• 9:08
  across
• 9:08
  channels,
• 9:09
  I
• 9:09
  think
• 9:09
  there's
• 9:09
  a
• 9:09
  huge.
• 9:10
  Opportunity
• 9:10
  to
• 9:10
  get
• 9:10
  ahead
• 9:11
  and
• 9:11
  that's
• 9:11
  across
• 9:12
  budgets,
• 9:13
  resources,
• 9:13
  everything.
• 9:14
  All
• 9:14
  of
• 9:14
  the
• 9:14
  above.
• 9:14
  All
• 9:14
  of
• 9:15
  the
• 9:15
  above.
• 9:15
  Oh,
• 9:16
  awesome.
• 9:16
  Yeah.
• 9:16
  All
• 9:16
  right.
• 9:17
  Well,
• 9:17
  Liz,
• 9:18
  just
• 9:18
  dropping
• 9:19
  knowledge
• 9:19
  bombs
• 9:19
  on
• 9:20
  us
• 9:20
  today
• 9:20
  as
• 9:21
  she
• 9:21
  does.
• 9:22
  Thank
• 9:22
  you
• 9:23
  so
• 9:23
  much
• 9:23
  for
• 9:23
  taking
• 9:23
  time
• 9:24
  with
• 9:24
  us
• 9:24
  today.
• 9:24
  We
• 9:25
  really
• 9:25
  appreciate
• 9:25
  you.
• 9:26
  And
• 9:27
  thanks
• 9:27
  again
• 9:27
  to
• 9:28
  Meta.
• 9:28
  We'll
• 9:28
  be
• 9:29
  hanging
• 9:29
  out
• 9:29
  out
• 9:30
  here
• 9:30
  all
• 9:30
  day
• 9:30
  today.
• 9:30
  Chris,
• 9:31
  outside
• 9:32
  the
• 9:32
  speaker
• 9:33
  lounge.
• 9:33
  And
• 9:33
  Meta
• 9:34
  surf
• 9:35
  B.
• 9:35
  Come
• 9:36
  stop
• 9:36
  by
• 9:36
  and
• 9:37
  say
• 9:37
  hello.
• 9:37
  And
• 9:38
  until
• 9:38
  the
• 9:39
  next
• 9:39
  interview,
• 9:40
  be
• 9:40
  careful
• 9:40
  out
• 9:40
  there.