The CPG Guys are joined in this episode by Rich Shuman, Chustomer Director, Omnichannel Activation at Mondelēz International and Stan Turek, GM of Media Measurement at InMarket, the outcome intelligence platform built for marketers who demand results over proxy metrics.

This episode was recorded in Las Vegas at the 2026 Groceryshop conference.

Follow Rick on LinkedIn at: https://www.linkedin.com/in/rickshuman/

Follow Mondelēz International online at: https://www.mondelezinternational.com/

Follow Stan on LinkedIn at: https://www.linkedin.com/in/stanturek/

Follow InMarket online at: https://inmarket.com/

Rick & Stan answer these questions:

Proving incremental return on Ad Spend is now the hardest thing marketers have to do ... 67% call it their top challenge, ahead of cost. And only 22% say they can act on a measurement insight in time to matter. Why is 'incremental' the number that matters, and where is the industry actually stuck?
From the Mondelēz side: walk us through what a Joint Business Planning conversation looks like today when your customer team sits down with a retail customer. What’s missing when a brand shows up with a blended sales number instead of proof of what the media actually drove at that specific retailer?
InMarket sees actual purchase transactions from real people across the retailers that matter most to CPG — Walmart, Costco, Sam’s Club, Target, Amazon, Kroger, ALDI, Albertsons, and Dollar General, with augmented coverage across C-Store. Talk about how that data turns one blended iROAS number into a retailer-by-retailer incremental breakdown, and why that granularity changes the conversation.
Once your customer team walks into that room with a retailer-specific incrementality number, how does that actually change the dynamic? Does it elevate what Mondelēz asks for, or what the retailer is willing to give back?
Let’s talk speed. You’ve said what happened last week is measurable this week — no quarterly lag, no long wait on reports. Why does that in-flight speed matter as much as the accuracy of the number itself?
Rick, On the brand side, if you had access to this data in-flight, how would that change the conversation or the actions you would consider taking?
Stan, Maestro, InMarket’s AI-powered optimization engine, flags what’s incrementally lifting and what’s not, in time to act on it. How does that actually work, and how much of that optimization is automated versus a human decision?
Stan, you've said the decisioning side is where this breaks, and fixing that inside a big CPG is a long road ... reorganizing teams and processes doesn't happen in a quarter. So what can a brand do tomorrow, while that longer work is underway? Where should they be holding their agencies, their publishers, and their retail media networks accountable ... and what should they stop taking at face value?
Let's look forward. AI is about to make the execution side of media dramatically faster ... more creative, more audiences, more combinations, tested continuously. Rick, two years out, what would you want to be able to do with measurement that you can't do today? And Stan, what has to get built for him to have it?
To close us out: Stan, InMarket is picking up new recognition in the measurement space and you’re stepping into a seat on the IAB Board of Directors — as you take on that industry role, what’s the biggest structural change you think needs to happen in how the industry measures retail media? And Rick, what’s your advice to another CPG customer team that’s still walking into JBP without proof?

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Mondelēz International's Rick Shuman & InMarket's Stan Turek - Measurement-Led Joint Business Planning

The CPG Guys

Mondelēz International's Rick Shuman & InMarket's Stan Turek - Measurement-Led Joint Business Planning