[40:36] Allen highlights the importance of measurement in the evolving world of retail media networks, highlighting the need for simplicity and adaptability in partnerships. Note that while partnerships with platforms like Meta are strong, there is room for improvement in making the process simpler and more efficient. It supports a tripartite collaboration between retailers, consumer packaged goods (CPG) companies and media partners to co-develop solutions that address shared objectives. The iterative approach, which includes constant feedback and collaboration with engineers, helps ensure that products are relevant and can evolve as partners need.
[42:36] LeBeouf discusses the role of creativity in retail media networks (RMNs), an often overlooked aspect of the broader debate. It highlights the need for NMRs to be integrated into the creative product roadmap, especially when generative AI tools are being developed for ad creation. LeBeouf highlights the importance of incorporating NMR-specific needs, such as brand safety and the ability to manage multiple brand toolkits, into these AI tools. By working closely with partners like Albertsons, they can test AI-based innovations like text and background generation for catalogs, ensuring these tools meet the specific needs of NMRs.