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 hurdles internally at even the largest brands, and how new testing approaches are helping teams make the case for more commerce media investment.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – I recap a panel I moderated at LiveRamp’s RampUp conference with DoorDash Ads and Nestlé’s frozen division.

[01:05] – Nestlé’s “rank and stack” approach: how the company evaluates retail media networks using a capability and scale grid.

[01:32] – Why retail media networks are actually competing with Google and Meta for budget (not just other retailers).

[02:15] – The pressure inside large CPGs to justify every media dollar with clear sales attribution.

[03:09] – DoorDash’s “ghost ads” incrementality testing method and why it matters for internal credibility.

[04:48] – How DoorDash moved from “pennies” in Nestlé’s budget to becoming a leader in their retail media investment.

Links & Resources

Follow Nicole Lesinski, Director of Ecommerce Strategy at Nestlé, on LinkedIn
Follow Peter Giordano from DoorDash Ads on LinkedIn
Read my related articles:
Join me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We'll be answering questions LIVE -- join us!
Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.
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How Nestlé Decides Which Retail Media Networks Get Budget (And Why They Compare Them to Google & Meta)

Retail Media Breakfast Club