Retail Media Audiences with DGMN's Molly Hjelm, PepsiCo's Cely Moreno & The Trade Desk's Ellen Mulryan

The CPG Guys are joined in this episode by Molly Hjelm, Head of Ad Sales at Dollar General Media Network, Cely Moreno-Mosier, Sr Director of Omnichannel Marketing & Retail Media Partnerships at Pepsico & Ellen Mulryan, Sr Director of Retail Data Partnerships at The Trade DeskFollow Molly Hjelm on LinkedIn at: https://www.linkedin.com/in/mollyhjelm/ Follow Cely Moreno-Mosier on LinkedIn at: https://www.linkedin.com/in/cely99/ Follow Ellen Mulryan on LinkedIn at: https://www.linkedin.com/in/ellenmulryan/Molly, Cely & Ellen answers these questions:Cely, what has it been like to immerse in retail media and omni marketing coming from that background?Molly/Ellen, From your perspective(s), for brand advertisers, what is the value of including retail audiences in National Media?Cely, From your perspective, what are some of the challenges the industry is facing right now in executing Retail Media Audiences in National Plans? From your perspective, what needs to be true to scale their use?Molly, Can you share a little more about Dollar General’s approach when it comes to engaging with shoppers offsite? What’s new since you were on the show a few months ago? Ellen - talk to us about how TD enables self serve access and how this has developed over the years - is this the future?Cely, Why would an advertiser want access to retail data in this way? (via self-serve)Molly, as an omnichannel retailer, making your audiences available for offsite through a partnership like TTD could be daunting (I can imagine), because you lose a bit of the control over the execution and the discussion with your shopper. Do you agree?Selly, What advice would you give a brand that is looking to do something innovative to the Better with Pepsi Campaign? How did your partnership with the TD make this easy to work on for Pepsi?What are some of the industry trends you are watching in terms of how omnichannel consumer engagement is shaping up especially with retail media?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comNextUp Website: http://NextUpisnow.org/cpgguysRetailWit Website: http://retailwit.comRhea Raj’s Website: http://rhearaj.comKavita's podcast: Spotify   AppleDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.