The CPG Guys
Commerce Riff with Sri & PVSB – January 13, 2026
Hosts: Peter V.S. Bond (“PVSB”) & Sri Rajagopalan
Episode 17
Episode Overview
This episode delivers a rapid-fire, insight-packed rundown of the latest trends and announcements in the CPG and FMCG eCommerce industry, focusing on innovations showcased at CES 2026. Peter V.S. Bond and Sri Rajagopalan analyze how retail media networks and tech partnerships are unlocking new opportunities for brands, retailers, and agencies to engage with consumers both in-store and online. Topics range from breakthrough retail media measurement, to agent-led AI shopping experiences, to successful case studies in wearable tech, all with practical examples and commentary from industry leaders.
Key Discussion Points & Insights
1. CES 2026 Learnings: The Evolution of In-Store Retail Media Measurement
[00:37 - 02:49]
- Albertsons Media Collective announced a new “matched market methodology” for accurately measuring the lift from in-store media.
- How it works: Stores running in-store campaigns are compared to matched control stores with no exposure, using 60 variables to reduce bias and estimate a real counterfactual.
- Why it matters: Delivers true causal measurement on incremental sales and unit lift, not just attribution—rarely done at scale before in grocery retail.
- Quote:
“In-store media is always operated at a disadvantage… there is no login, no cookie, no deterministic user identity... Albertsons Media Collective's new approach adopts a matched market methodology at store level.”
— Peter V.S. Bond, [01:09]
2. Agency POV: Omnicom’s Product and Measurement Strategy in a Fragmented Landscape
[02:49 - 05:09]
- Megan Pagliucca (Omnicom Media Group): Described transformation in agency product strategy, as consumer behavior shifts from static search to live, conversational, and AI-driven engagement.
- Highlights:
- Programmatic Buying in Live TV: Partnership with Disney brings programmatic addressability to live sports/events for real-time ad buying.
- Amazon Collaboration: Measurement of customer lifetime value linked to exposure from live sports (e.g., Thursday Night Football).
- Search Evolution:
- Partnership with Google on an AI tool ("Consumer Prompt Insights agent") that analyzes question-based searches in Gemini, classifies them by funnel stage, and improves discoverability for brands.
- Cross-Platform Measurement: Integrations with Roku/Amazon—viewership data feeds clean rooms for full-funnel analysis across CTV, streaming, commerce, and influencer campaigns.
- Influencer Marketing Shifts: Move from follower metrics to actual buyer behavior via retailer purchase data integration.
- Quote:
“The objective, she says, is to continue the addressability and accountability of programmatic buying with the unique impact of live content.”
— Sri Rajagopalan, [03:54]
3. Walmart x Google: The Next Generation of AI-Powered, Agent-Led Shopping
[05:09 - 07:26]
- Announcement: Walmart and Google bring an AI-driven shopping experience to life within Google’s Gemini platform, using Universal Commerce Protocol.
- Surfaces Walmart and Sam’s Club inventory both online and in-store, in response to user prompts.
- Personalization: Login allows suggestions based on previous purchases, merging inspiration with checkout seamlessly.
- Delivery: Localized, in as fast as 30 minutes.
- Strategic Vision:
“The transition from traditional web or app search to agent led commerce represents the next great evolution in retail.”
— John Furner, CEO of Walmart US, [06:13] - Industry Endorsement:
"AI can improve every step of the consumer journey from discovery to delivery."
— Sundar Pichai, CEO of Google & Alphabet, [06:38]
4. Retail Media in Practice: Oura’s Breakthrough at Target via Roundel
[07:26 - 09:11]
- Oura’s Growth Story:
- Rapid sales acceleration—$1 billion in 2025, projected $1.5 billion+ for 2026—fueled by Target launch and media investment.
- Attributed almost 90% y/y sales growth at Target to heavy use of Roundel’s tools, especially during the 2025 holiday period.
- Roundel’s “Precision Plus”:
- Combines Target purchase data with digital signals from Meta, Google, Pinterest, TikTok, etc., for smart audience targeting.
- Reinforces retail media’s role in converting awareness to actual sales.
- Quote:
“That growth was fueled in part by increased marketing spend within Roundel, which enables brands to advertise across product detail pages, search results, and other high intent placements…”
— Sri Rajagopalan, [08:13]
5. Notable Industry Update
[09:11]
- PVSB congratulates Jenny Holloran on being named Head of Ad Sales at Target’s Roundel, underscoring the episode’s emphasis on leadership changes and innovation in retail media.
Notable Quotes & Memorable Moments
-
Industry Reflection:
“2025 was another banner year for the CPG guys. We delivered over 5,000 minutes of commerce insights across 115 plus episodes.”
— Peter V.S. Bond, [00:37] -
Future of Commerce:
“Agentic commerce… is another step toward creating shopper experiences that are more intuitive and personal than ever.”
— John Furner (via PVSB), [06:23] -
Humorous Close:
"Mike Feldman, don't think you're coming after me for impressions this year. Goliath is staying Goliath. That's all I have to say."
— Peter V.S. Bond, [09:48]
Segment Timestamps
- CES/Albertsons media announcement: [00:37 - 02:49]
- Omnicom product and measurement innovations: [02:49 - 05:09]
- Walmart x Google AI shopping collaboration: [05:09 - 07:26]
- Oura/Target retail media network case study: [07:26 - 09:11]
- Shoutouts and episode wrap-up: [09:11 - 09:48]
In Summary
This dense episode breaks down pivotal announcements and practical shifts shaping the future of commerce: Causal in-store media measurement, the merging of live+digital ad buying, AI-driven, conversational shopping, and high-octane retail media execution for tech brands at national retailers. For those seeking a concise yet insightful update on the commerce landscape, Bond and Rajagopalan deliver both context and actionable guidance, spiced with humor and real-world success stories.