The CPG Guys are joined in this episode by Liz Roche, VP for Media and Measurement at Albertson's Media Collective, the retail media division of the Albertsons Companies.

This episode was recorded in Las Vegas Nevada at CES 2026.

Find Liz Roche on Linkedin at : https://www.linkedin.com/in/eroche1/
Find AMC on Linkedin at : https://www.linkedin.com/company/albertsons-media-collective/
Find AMC online at : https://albertsonsmediacollective.com/

Here's what we asked her:

Liz, you’ve just crossed the one-year mark leading measurement and media at Albertsons Media Collective. Looking back, what surprised you most about the role—and what are you most proud of accomplishing in year one?
In-store retail media has become one of the most talked-about topics in the industry. Why was it so important for Albertsons Media Collective to lean in here—and what problem were you trying to solve first?
You first announced your in-store efforts at Cannes, and now at CES you’re sharing pilot results. What did those pilots validate—and what did they challenge in your original assumptions?
You’ve highlighted a Mondelez and Sargento case study—what made those partners a strong fit for in-store activation, and what outcomes should brands be paying attention to?
From a retailer perspective, what does it actually take to scale in-store retail media without compromising the shopper experience or store operations?
You’ve been very vocal about transparent measurement. Why is that such a critical foundation for retail media relationships, especially as in-store and offsite continue to grow?
Albertsons Media Collective has done some creative things—like the BOGO Blitz with enterprise media match and the Alby Awards with guaranteed ROAS. What was the thinking behind rewarding performance in these ways?
As we look toward 2026, how do you see measurement evolving—especially across in-store, onsite, and offsite—and what should brands and retailers be preparing for now?
You’re showcasing future-state demos here at CES. Without giving too much away, what should the industry be excited about when it comes to where in-store and retail media are headed?
For brands and retailers listening who want to be ready for what’s next in retail media, what’s the one mindset shift—or capability—they need to start building today?

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Live from CES 2026 with Albertsons Media Collective's Liz Roche

The CPG Guys