From Tesco Media to Tomorrow’s Stack: Building Retail Media That Actually Works (Part 2)

With special guest Florian Clemens - ex-Director of Strategy, Proposition and Measurement at Tesco Media; built the global accounts team at Amazon Advertising.

Hosted by Viv Craske & Colin Lewis. Brought to you by Grace & Co, the marketing and commerce consultancy.

Part two of our special with Florian Clemens dives into the unsexy-but-critical machinery behind retail media: interfaces, platforms, ad policy, data sharing and measurement. We open with the tier-one question every retailer is asking - self-serve or managed service? - then move into how to design ad experiences without breaking the retail experience, why ad policy matters more than people think, and the big make-or-buy question facing every retail media network. Florian closes with a TLDR every retail media leader should pin to the wall: what is your theory of incrementality?

If you missed Part 1 on supply and demand, queue it up first...

About our guest

Florian Clemens has spent more than a decade at the heart of retail media. He built the global accounts team at Amazon Advertising and most recently led strategy, proposition and measurement at Tesco Media.

Topics covered

• Self-serve vs managed service for tier-one CPG advertisers

• Designing retail interfaces with ad placements built in

• Search placement density, relevance guardrails and AB testing

• Ad policy and sensitive categories (the “red face test”)

• Contextual ad rules: homepage vs in-category, browsing signals

• Data sharing posture and the LiveRamp question

• AI model training risks when sharing purchase data

• Building a 5-10 year omnichannel retail media platform

• Make-or-buy decisions and the limits of today’s vendor stack

• Next-best-action across media and retail (contested space)

• Yield management and integrated promo/pricing planning

• Conversational search and AI agents as new entry points

• iROAS online vs in-store and brand-lift measurement

• Theory of incrementality as the strategic north star

Enjoyed the episode?

• Follow Retail Media Therapy wherever you get your podcasts

• Rate and review — it genuinely helps new listeners find us

• Visit retailmediatherapy.com for more episodes and resources

• Learn more about Grace & Co, the marketing and commerce consultancy behind the show

Hosts: Viv Craske and Colin Lewis · Guest: Florian Clemens · Producer: Grace & Co

Grace & Co | Retail Media Experts

Hosted on Acast. See acast.com/privacy for more information.