How CMOs Are Using Retail Media Networks for First-Party Data

Retail media networks are the fastest-growing ad channel, with spending projected to hit $60 billion in 2026. In this episode, Lucas and Luna explore how CMOs are leveraging platforms like Amazon Ads, Walmart Connect, and Instacart to access granular purchase data and plug the first-party data gap left by cookie deprecation. They walk through a real-world example of a CPG brand using closed-loop attribution to measure incrementality, and discuss the strategic tensions between retail media and traditional brand building. The episode also covers challenges like walled gardens, rising CPMs, and the need for clean room partnerships. #RetailMediaNetworks #FirstPartyData #CMO #DigitalAdvertising #WalmartConnect #AmazonAds #CPGBrands #CookieDeprecation #ClosedLoopAttribution #Incrementality #Programmatic #MarketingStrategy #AdTech #DataPrivacy #WalledGardens #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo