How CMOs Use Retail Media Networks to Monetize Shelf Space

Episode 118 of The CMO Podcast explores retail media networks — the fastest-growing advertising channel since social media. Lucas and Luna break down how brands like Amazon, Walmart, and Instacart have turned their digital storefronts into ad platforms worth tens of billions. They discuss the strategic shift from paying for placement to owning the ad server, the tension between first-party data and brand safety, and what this means for CMOs allocating 2027 budgets. Concrete case: Walmart Connect's $3.4 billion revenue run rate and how a midsize CPG brand reallocated 15% of its TV budget to RMNs with a 3x return on ad spend. Fresh angle not covered in prior episodes: the internal org-challenge of managing retail media when it sits between marketing, sales, and e-commerce. #RetailMediaNetworks #CMOStrategy #WalmartConnect #AmazonAds #Instacart #FirstPartyData #AdMonetization #CPGBranding #DigitalAdvertising #ShelfSpace #MarketingBudgets #ROAS #Ecommerce #ClosedLoopMeasurement #FexingoBusiness #BusinessPodcast #MarketingLeadership #CMOPodcast Keep every episode free: buymeacoffee.com/fexingo