Why Georgia-Pacific consolidated most retail media spending with seven networks after testing over 25 options

The rapid growth of the retail media space has continued apace this year. Some marketers are testing more retail media networks and betting on said networks as Google crumbles Chrome’s third-party cookie and first-party data becomes that much more valuable. 

Figuring out which retail media network is worth spending on given the glut of new retail media networks can be a challenge for marketers. In recent years, Georgia-Pacific has vetted roughly 40 retail media networks, run tests with over 25 of them and ultimately consolidated 90% its retail media network spending with seven retail media networks including Amazon Advertising, Walmart Connect and Kroger Precision Marketing, among others. The other 10% of its retail media spend is dedicated to additional testing with retail media networks (either new or those that have evolved capabilities). The company did not say how much money this represents.

“There were almost 40 retail media networks we were vetting at the end of 2020 at one time because every time you turn around, you’d find another network saying, ‘Hey, let’s start working together,’” said Paras Shah, director of digital marketing at Georgia-Pacific. “We did almost two years of testing and learning, experimenting and vetting through different retail networks to see who we want to work with.” 

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