CPG & RETAIL MEDIA
Own the shelf.
Retail media activation, marketplace advertising, and omnichannel attribution for consumer packaged goods.
Retail media is the fastest-growing advertising channel in the industry, and CPG brands that figure out the allocation problem first will own their categories for years. The challenge is that retail media platforms like Target Roundel, Walmart Connect, and Amazon Ads each have their own attribution models, audience taxonomies, and bidding mechanics. Cross-channel measurement is fragmented, and most brands end up either over-investing in one platform or spreading budget too thin across all of them.
We help CPG brands build retail media strategies that connect DTC acquisition with in-store sell-through. That means structuring campaigns around actual shopper behavior, not just platform-reported ROAS. We manage retail media alongside Google and Meta campaigns so budget allocation decisions account for the full customer journey from awareness through purchase, whether that purchase happens on your Shopify store, a Target shelf, or an Amazon product page.
Challenges we solve.
Retail media platforms each report attribution differently, making cross-channel comparison unreliable
No unified view of DTC vs. retail performance making budget allocation decisions feel arbitrary
Retail media ad formats and targeting options changing rapidly with limited internal expertise to keep up
New customer acquisition costs rising while retailer margin requirements squeeze profitability
Trade promotion budgets siloed from digital media budgets despite targeting the same shoppers
How we solve it.
Build unified reporting across retail media, Google, and Meta with normalized attribution metrics
Structure retail media campaigns around shopper segments and purchase frequency tiers
Allocate budgets dynamically between DTC acquisition and retail media based on incrementality signals
Track new customer acquisition vs. lifetime value across both DTC and retail channels
VERTICALSRetail Media ActivationTarget Product Ads / RoundelOmnichannel Retail Ad StrategyMarketplace AttributionFunctional Foods & Wellness CPG
Results.
CPG Brand via Target / Roundel
$1.73M optimized
Cross-platform retail media allocation, NCA vs. LTV tracking.
Functional Foods Brand
DTC + retail strategy
Multi-channel campaign management bridging direct-to-consumer and retail distribution.