Spark Foundrys Giacosa Beet.TV [Video]

AMENIA, NY — In the emerging world of retail media networks, through which retailers are becoming advertising platforms, how does media planning change? Lisa Giacosa is aiming to move planning “upfront”.

“Rather than thinking about a consumer and a shopper, we see the human that is both of those things,” said Giacosa, Chief Investment Officer of Publicis Media’s Spark Foundry, in this video interview with Beet.TV contributor Rob Williams.

“We pride ourselves in understanding those retail channels, the retail media networks at the beginning of the process rather than bolting it on at the end.”

Many people associate retail media with only endemic brands, the consumer packaged goods (CPG) products that stores sell, but Giacosa thinks that is too narrow.

“I like to think about retail media as a mindset versus a particular narrow channel,” she said. Non-endemic brands can also use retail media, she said – for example, auto brands could …