How do major advertisers like PepsiCo expect retail media networks

 How do major advertisers like PepsiCo expect retail media networks to operate in terms of transparency and control, as highlighted by their CEO of North America beverages at GroceryShop?

PepsiCo's CEO of North America Beverages, Ram Krishnan, emphasized at the GroceryShop event that while retail media networks (RMNs) are valuable, they must meet high standards of transparency, measurement, and performance to secure advertising investments. Krishnan stressed that RMNs need to prove their value proposition to advertisers and deliver returns on par with established platforms like Google and Meta. He specified criteria such as targeting precision, measurement across various consumer touchpoints, creative flexibility in search and video content, and API availability to ensure effective investment.

PepsiCo's stance reflects the need for RMNs to justify media spends by showing clear, measurable outcomes, rather than simply leveraging retailer-consumer relationships for advertising profits. This demand for accountability aligns with PepsiCo’s broader strategy to optimize ad spending and reach, ensuring each dollar is well-utilized in driving brand impact and sales conversion.

By pushing for these standards, PepsiCo is positioning itself to make RMNs as competitive as traditional digital platforms, pushing the retail media industry to deliver transparency and tangible performance benefits for brands investing in these channels.PepsiCo's CEO of North America Beverages, Ram Krishnan, emphasized at the GroceryShop event that while retail media networks (RMNs) are valuable, they must meet high standards of transparency, measurement, and performance to secure advertising investments. Krishnan stressed that RMNs need to prove their value proposition to advertisers and deliver returns on par with established platforms like Google and Meta. He specified criteria such as targeting precision, measurement across various consumer touchpoints, creative flexibility in search and video content, and API availability to ensure effective investment.

PepsiCo's stance reflects the need for RMNs to justify media spends by showing clear, measurable outcomes, rather than simply leveraging retailer-consumer relationships for advertising profits. This demand for accountability aligns with PepsiCo’s broader strategy to optimize ad spending and reach, ensuring each dollar is well-utilized in driving brand impact and sales conversion.

By pushing for these standards, PepsiCo is positioning itself to make RMNs as competitive as traditional digital platforms, pushing the retail media industry to deliver transparency and tangible performance benefits for brands investing in these channels.