Advertising in Everyday Moments with DoorDash's Vassili Samolis

0:00Hi, my name is Vasilie Simoles, Doraesh, and you're listening to the CPG Guys. Hello and welcome to the CPG Guys podcast, set at the intersection of commerce and tech. Your hosts, Sri Rajagopalan and Peter V. S. Bond, explore how brands and retailers engage consumers in a digitally driven world. And now, here are the CPG Guys. Hello and welcome to this episode of the CPG Guys podcast. I'm of course, Sri, of course, and also, CRO and GoFundre, I think, look, consulting. You're trusted partner in your omnichannel development journey. Getting touched with me at Sri, I think, look, consulting.co. Of course, listen to my older daughter's music at www.rearage.com and follow her. Raj, my younger daughter's a member of the world's fastest-growing global group, Kaksai, who are actually touring for Lula, Palusa, South America. And as I speak in about three hours, we're about to go live on stage at the Sao Paulo. Coachella is next in April. We look forward to that.

1:00Go some joined today by my co-host and GoFundre PVSP, who own lights as head of industry and planning agent at Flywheel, the Commerce Exhalation Division, an omnichannel. I know you was doing something special, you stayed down at the beach. What were you doing, Peter, at the beach? Well, it was the beach, but it was the beach in Rhode Island in March. So it was pretty cold, Sri. But I took my daughter down for a little. I was with my daughter, Nadia. We did a little daddy-daughter adventure. She's on spring break. You know, we were in Orlando last week with you. But I still had another week of spring break, so I figured why not just pop out. It's great, because you can stay at these beautiful beach resorts. There's nobody there. It's about a quarter of the rate, and they had a wonderful indoor swimming pool. So we had it all to ourselves. It was a great couple of days down in Newport, Rhode Island. Yeah, and what I was reflecting on, Peter, this year, when the kids are older, like, 25 and 20 now, there is no spring break. There's no fall break. There's no summer vacation. Your notion of vacation suddenly evaporates. And I just realized, I haven't had a single day off.

2:01And Q1 has already been on me, because it's just not up in the mindset to plan. Coachella will be my day off. And I'm going. Andrea is performing at Arizona in Phoenix, at a arena on the third. So I'll be going with her. That's my day off, just to be with her. Pretty good stuff. Any, any event Peter, I hear the CPG guys at Wing Visidency again, Lions this year? Can you believe it's free? Absolutely. What's going on? Well, in partnership with our friends at the FMCG guys, we've secured a residence that is a block from the Palais in downtown Can Lions, going to, it's got a huge indoor space and an outdoor space. We're going to be doing all sorts of activations. Networking breakfasts will have some content presentations, will have some happy hours. And evening, some late-night evening parties, all courtesy of the FMCG guys and the CPG guys. So stay tuned, follow our LinkedIn page. You'll learn a lot more about it in the coming days.

3:03We've already started to tease this a bit. But we're looking very forward. The CPG guys and the FMCG guys are going very big at Can Lions this year's shrink. And Peter, who should get in touch with us to partner? I know you've already got a month signed up. But who should? Yeah, I mean, if you're a service provider and you're looking to do some activations at Can Lions, it's all about location, location, location. And we have a location and we also have a very beautiful location. So reach out, talk to us. We would love to be able to collaborate with you at Can Lions. All right. Make sure you're subscribing to our podcast. We have a listing platform where you can get our latest episodes and go back and consume some of the 580-plus episodes. We've already published. And now, a welcome to our guest. Today, we're talking about a platform that is completely redefining convenience as we speak and is now reshipping the grocery in the CPG landscape. In fact, I used it last night. This is exactly right, Mr. PVSP.

4:03When most people hear the name of our guest company, they immediately think of a restaurant delivery. That's what I used it for last night. So let's give away the plot. Double dash. You get it. Double dash and also get some groceries that I'm used tonight to make my dinner. But the reality of this platform is evolved into a massive, high-growth commerce media engine. We're going to dive deep into how brands can capture high-intent demand. White true incrementality needs to be at the center of retail media evaluation and to break it all down with thrilled to bring such a guest who's going to do all of that for us on this show of the CPG guys. Welcome, Vasilie Simoles from DoorDash Vasilie. How you doing, man? Welcome to the CPG guys. I'm doing great. Shri, thank you. Thank you for asking. And thank you for having me here, guys. What a journey. I'm a big fan of the podcast. So it's a great joy to be here. Welcome indeed. But it's not every day that we can sit here and talk to a VP of product at DoorDash specifically. That's a very interesting title to have.

5:04I was thinking back now to my experience yesterday where after I just ordered my home delivery dinner and I got the prompt of, of course, I have a dash pass needless to say. I got the prompt of double dashing and my wife and I were, and I got a whole 10 minutes. So my wife and I were chatting about what we're going to do for dinner today since now the kids are around and we came up with what we want to make. And we need groceries and like wait a minute, we can double dashing, get this within the next hour as well. And then we don't have to go to the store tomorrow or open an app or do anything of that sort. And that's how it worked out basically. And somehow I believe the VP of product at DoorDash must have had a viewpoint into building things like that. What an interesting title. Tell us more about the job. Like what is the life of the VP of product at DoorDash mean? What does it mean? What is your everyday job? That's the question isn't it? The look as a product manager or VP of product, right? Like a product leader of any level. Our job at the end of the day is to stay close to our customers and translate their needs into actual products that we can build.

6:10So my days look, I'm either in the market talking to customers and this can be like merchants, restaurants, large retailers, CPG brands, of course. I'm in the office with engineers, talented designers, building the products that can help them achieve the things that they want. My particular focus is on ads. So my job is to build the products that help any and all businesses grow in the marketplace. It's a fun job. It's a fun job. That my friend is awesome. And of course in the digital line and also this episode will include links to your LinkedIn profile and to the company's corporate websites for listens to access. Well, we go on with our conversation. So I'm going to jump right in with silly and hit you up with the first one. Door dashes historically been synonymous with restaurant delivery as I just explained I used it last night. But I was able to get groceries as well from multiple choice. I had a choice of stores to pick from. But you're now firmly positioned as a growth engine for grocery and CPG brands.

7:11Talk to us about this evolution. In fact, recently I could even get product from you guys convenient products from you like ice cream snacks. I didn't even have to pick a store. That good. Talk to us about this evolution for grocery and CPG brands and how is door dash transformed into a platform built for everyday moments from a weekly grocery shop to instantly flowers for Valentine's. Yeah, it's been it's been the journey of the lifetime right like the. I think you mentioned it but like the origin story of door dash was third party food delivery right like and we we became the market leader in the US and that. But more and more right like talking to our consumers every day people on our platform ordering food for their families or for themselves while in the office. Like the thing that was clear was like that there was no boundary right like at the end of the day people want everything that their neighborhoods have to offer. And they want it quickly they want it cheaply and they want it there at their fingertips. So door dash has come a really long way we we evolved from delivering food to other impulse categories like alcohol and convenience that's free.

8:18That's like your double dash use case right like which is like hey I'm missing something I want to I want to cook at home right like or. I just realized that we we cook dinner but maybe we don't have the bottle of wine that we want to share but more recently right like we've evolved to pretty much everything where the leading. Third party delivery platform on both. Retail and gross more recently like we've expanded into delivering retail and everything you can imagine right like the world is your oyster. Three mentioned Valentine's here's a fun fact for you and I hope you guys did the right thing this Valentine's day I know I did one and third one and three of all flower orders that were placed online this Valentine's day we're on door dash is not crazy. Like that just gives you a stop the press one in three one and three and only good man congrats yeah reaching the right audience. It's crazy and there were good flowers my wife love them at least I can tell you as a as a data point of one. But for me look like a lot of like your question was framed through the lens of the consumer right like it's like what can we deliver to people the other evolution of door dash and maybe one that is closer to home for myself.

9:26Is we are also a technology platform right like with that basically means is we help any in all businesses run the operations. And grow and that's huge right because helping businesses compete in the 21st century and giving them the tools. Means that we can retain the fabric of our communities right like I grew up in a small town in Greece and I remember. Knowing by name the local businesses that made up my neighborhood so for me that's something that's very close to home and that also is like a for eight and and kind of like a direct to what I'm doing right now right like businesses starting with restaurants and most recently. Grocers and CPG brands. They started realizing the power of door dash they were seeing the business and the growth that they were getting on the platform. And there's one thing that every business has in common right they want more and they want to grow and that's kind of like the origin story if you may over ads platform. Shri, I don't remember getting any door dash flowers from you this Valentine's day.

10:28What did you do you mess up my address again is that what happened they were sent but they were sent to Nadia. Oh, they were sent to not oh that's why she got flowers we're one of the came from said it always goes to the daughters for all. Yeah, that makes sense that the way sense. All right, facility welcome to the podcast it's great to have you with us today. I want to talk to you a little bit about one of our favorite topics on the CPG guys which is retail media it's a very crowded field right now practically every day somebody's launching a new platform. Door dash often talks about having the ability to reach and influence consumers at the exact moment of decision. So my question to you is how does door dash capture that high intent demand differently than a traditional retailers dot com website like a typical grocery storefront online what's what's so unique about the door dash platform. I think for me like door dash is special and I'm obviously biased but like for three main reasons right the biggest one is the scale and we talked we touched on this a little bit right like we're the leading platform.

11:38And I think that matters right because if you have a finite amount of chips to put and a finite amount of time and employees and resources to invest in investing in the ones that have the scale is important right like if you were going to get my leg out of your dollars. The second one and again like this is not nuclear science guys right like these are obvious things is is the audience itself so when when you look at like who's shopping on door dash two things are key one is we have a lot of like. Consumers that are shopping online for the first time they're placing their first grocery order online that could be because they're young right like like trees daughters right like maybe this is like the first time they're. Shopping groceries and and the first time they do that is on door dash or it could be that they are like just folks who have traditionally went to the store and now they're flipping online. And when you look at that kind of like new to market or first time online we are the dominant player and that matters because that's when folks are the most open minded and kind of like one of my favorite stats that our research team did internally was.

12:4060% of consumers on door dash state that they're very open to exploring something new and I think that's huge for brands right because again you talked about retail media being crowded. The CPG space is also crowded as well right there's a lot of incredible companies there's a lot of like new younger companies dynamically entering the space so reaching folks who have an open mind and are ready to consider. The last thing that I'll say is goes back to Shree's point it's the multi category right like we don't do one thing we bring everything that your neighborhood has to offer right like and without means for a CPG brand or an advertiser is that we can collect the data and make those connections that I think very few others do. One correction the large family has been you that it's real plot or computer or Shree we've been using dashes for five years plus now and all of us have our own dash pass at this point so and in that context I love to chat.

13:44Experience shopper experience particularly right now at placements can feel intrusive if it's not done very well like for example on one such platform where a lot of us shop for general merchandise there are too many sponsored ads that showed up when you search for something. That's actually quite annoying so is that captain you know one of the captains here product in the industry period not just door dash. How do you think about sponsored Blatements for unlocking discovery for consumers whether it's a grocery store whether it's fresh food and just everyday products because today dashes can get you everyday products. Yeah you know I. This is I would say almost an obsession of mine like my my team trolls me sometimes by. Starting comments with facility would ask what are we doing for the consumer right like and I'm being facetious but it is the most important thing right like at the at the end of the day the health of the marketplace depends on whether or not we're serving people. And then that is the best leading indicator in terms of serving our customers as well right like because the only way I can deliver a performance outcome.

14:52For my advertisers is if people actually shop right for me like I think that the industry sometimes gets this wrong and thinks of it as like this dichotomy right like that you can't have both. But my personal read is that like it boils down to a few simple things right like one is advertising or any promotional content has to be native right like you can't be shopping for shampoo and I'm showing you a video ad for tax software right like that's when like advertising gets disruptive. The second one is it has to be contextually relevant right like not just from an interest standpoint but also aesthetically right like a copy that like you're looking at a product and then there's a flashy banner with a noisy video wrapping it around telling you about a new brand or in you whatever and that's like where I think actually like the industry and a lot of the investment right now in the eyes going to help a lot because it's going to make it a lot easier.

15:53And I think we should get an award because we're like 10 minutes in and this is the first time we mentioned the eyes so let's give us let's give us a round of applause home. And look like the last thing is I think we should find ways to give value to the consumer that beyond just discovery and I think that's where promotions and affordability plays a key part. But to bring it home free like this is key like and if you're trying to build the generational business that will succeed over the next couple of decades that creates lasting impact to your customers. I don't think you can screw the cup the end consumer that that is going to come back and buy you. The silly kudos on lasting as long as you did without mentioning and the one thing I'll also add to the silly we didn't really plan to get into AI in any meaningful way today but one of the things I do want to ask you is technically AI should make the personalization experience significantly improved and not just so you. And there's a but I see that as a double it's all for brands one is on a platform you'll be serving exactly what the consumer wants to see but a brand is also curious and putting new things in for the consumer that they may not want to see as a product captain of the industry.

17:06How would you navigate that because it's not an easy challenge whatsoever because brands do at the end of the day they want 80% contextual 20% new exciting teasing things of that nature. And AI may be able to rope all that down to the contextual only. What am I wrong I could be on this yeah yeah look the we should talk about it guys as much as you like like this I do think it's depending the industry in like so many ways but but you're right like one of the biggest ones is. Is personalization and I think that there's a couple of interesting things to unpack about personalization right like because it's not just showing the consumer the right thing the most relevant thing. But it's also like about being able to personalize the creative right like you can imagine maybe like the three of us are using the same kind of like razors but like the add and the creative could be very different based on our own personal tastes preferences and kind of maybe even the moment that we're in right now like street your question I think that.

18:06The context in this setup matters right like there are moments where consumers are more open to discovery and there are moments when they're not and I'll just walk you through a simple example right like. If you've already placed your food order right like and you're going back to the app to maybe check where the dash or is like that that is a moment we're open to a condition so maybe if I recommend an ice cream or a wine or some flowers you're open to that because you're coming with an open mind and not the specific job to do. But like if I take a counterfactual which is let's say you know you want to order shampoo for the household and you know what you want right like when you're projecting in that extremely high intent moment where you're trying to do a specific job I think would be detractive so so for me like that's what it boils down to it's finding the right state where the consumer or the person is more open to that discovery.

19:07But it's it's going to be a balance right like and I think that's that's what makes the job interesting. Absolutely. So we get a chance on this podcast to talk to brands of all sizes leaders from these brands and it's been stated the door dash is a growth engine for all categories delivering action for brands regardless of their size or their objective. So my question becomes to you facility what's the playbook look like for an emerging CPG brand trying to unlock incremental audiences on your platform versus a more legacy CPG enterprise of of significant scale. Yeah that's a good one thank you Peter I think the big guys and we all know the names and the brands right like are the most formidable marketers in the world right like so. For me the game there is about building trust right like getting to know your customers and then again building all the bells and whistles that they need to both understand their audiences and expand them flip that script gets flipped completely right like when you talk about like new brand right like emerging CPG brands that are trying to break and I think what one thing that's very interesting about the platform is exactly because of the demographics that we talked about before this kind of heavy skewed towards younger.

20:30In conjunction with a mindset like we do see that even without any action right now door dash is a place where a lot of like CPG brand break and kind of like make their mark for me like when when I when I talk to these folks generally like a couple of consistent themes come up. They're overwhelmed they're like wearing more hats right like this might be the CEO if we're talking like very small or like a one team. CMO right so they're overwhelmed they don't have time they don't have like a lot of resources so a lot of what I think we can do for them is take some jobs off their hands so when I think about building product for smaller customers and kind of like that state it's all about just making it easier for them to set up campaigns right like with smart creatives and whatnot right like removing a lot of complexity that it might actually be detractives if you don't know how to use it and like I'll give you one example right like bidding right the large advertisers want full control over how much they bid by product by category by skew by surface right like it's it's madness but like if you're a smaller brand in 2026 AI and a well designed auto bidder which we have can help you compete in like a cost efficient way with one click.

21:52So for me that's what it boils down to Peter it's like can I help them simplify by simplifying the product removing the friction and then giving them the tools to compete basically. That is awesome and that there's a rule for some of these smaller CPG bands of course the largest CPG brands but it's kind of platform where anybody can break so one such topic that Peter and I are very passionate about in fact. You know leading a retail media advisory board on this topic for new select you might think blue hat which is measurement you know new select use actually authoring trying to author the first set of measurement standards in the industry and door dash holds a strong pv you publicly said it that retail media must be evaluated on true business impact and tell us more on metgemon effectiveness and where you're headed in that space with door dash. Yeah the. This is the age old question right like our industry I think like a hundred years ago right like the quote was term which was like half my media is wasted I just don't know which half right like and I feel like.

23:04Even until very recently I think that's generally true and in but if you ask business owners right like they've always wanted that right like the the constraint was technology it's not like we suddenly woke up in 2026. And decided that like now we should measure true performance right like it's just that initially we would proxy it with I don't know boxes on TV zone people's homes then by like trying to count cars on a highway but look like the beauty of retail media networks is that we are most of us at least our closed loop and I'll get back to this point in a second. But like let's just agree for a second on what true performance means for me it's the answer to the following question would I have gotten this sale or this customer had I not invested it's like as simple as that here I see you nodding what do you think. No no I agree with you so the word incrementality stone on the industry quite a bit and every brand you talk to will tell you the exact same thing now the only thing I want is incrementality brands are able to define incrementality in on their own what that actually means someone say.

24:17Well new to brand then you try to get into what is new to brand is the new and you've lapsed them over covid in the last five years because of all the pricing elements you took is it truly they have never tried your brand they haven't tried it for a year so when I when it comes to incrementality I'm very peru kill on the definition the first question I asked back is what's the definition well here's the good news right regardless of what the definition is if you're shooting for new your head in the right direction I could not agree more. Exactly and look I think the work that you're doing is incredibly valuable right like because I can sit here and tell you here's my definition right like which is like using statistical inference and they be tests right like and long from holdouts and whatnot but like one of the biggest challenges in the industry is the fragmentation right now right like and then like when you start looking across platforms right like attribution windows are different right like the underlying methodologies through which people try and measure incrementality.

25:17They're different like the very definition of new to brand is different across most platforms and actually like customers also have their own personal preferences so garage look for street sorry for me look the the answer is was this incremental to you and then the key thing with resale media networks today is that because they are closed loop. We don't have any excuses left you know it's up to us the honest is back to us to measure it in a way that our customers believe in trust us and I think one of the big challenges that thankfully you're working on is the fragmentation because right now everybody does a little bit different. Yeah so basically I don't want to undermine how the work you're doing on the a b testing and things of that nature I see there's a dual prime effort where where a set of standards is to be established but then the work has to be done by arm and providers like you which very much does include the analytics and the record of testing under no circumstances will I ever get for not doing that.

26:19Agreed agreed. All right to remind it to audience we're speaking with the city simulis vice president of product from door dash or do you Peter. Shree I love the fact that he use the classic john want to make a reference about wasted half of your marketing spend little tidbit of of history shree when I was going to school outside of Philadelphia in the early eighties. I used to go shopping at one of makers in downtown Philadelphia before it went bankrupt in the in the late eighties but yes that's a part of that one episode I can work with you we don't have to give you an agent. I'm totally I'm giving away my age all right so should we talk about see I want to talk I want to talk about incremental will work. No no I will talk about will work that was my first job out of business school was working for a hard to pet care and their biggest client at the time was FW worth but that's another story Shree will say that for another

27:20episode listen I want to talk about incrementality right a facility you put it incrementality at the core of your offering everyone you know everyone's using that term. But actually few actually prove it how is door dash really advancing the transparent outcome based standards to prove that your ads are truly driving incremental revenue for CPG brand what are you talking about what everybody wants how are you delivering against that. Okay so there's two interesting pieces to this right like I know we want to focus on measurement but I want to make a point before we dive in which is first and foremost you got to give folks the tools to achieve incremental results to begin with right like so and in my mind that boils down to two things right like extreme data transparency. And then to the tools to act on the insides that you drove out of said transparency and I think like here our principle is that we will push transparency. Up to the point of respecting consumer privacy right like that that is the boundary condition and the one that we will never breach and and I could provide a laundry list of all the things here but like it's not constructive what you can imagine things like deep customer insights right like.

28:29Path to purchase etc so so for me step one is speak the language that my customers are speaking and then build targeting and whatever other tools on top so that they cannot because that is going to drive the incremental outcomes now when it comes to the mentality measurement look it's. We put it where mouth is in that I still remember a customer he's a GM out of big CPG brand and he was joking that like we built incrementality measurement before we had enough manager right like that that is how important it has been for a strategy but like how we prove it is. It is in my view the canonical and the best in class way to measure which we launched this week is what I call ghost ads and again for your audience maybe to simplify what that means is. The problem with traditional A B testing is you don't know you know like what folks would traditionally do in the industry is they would look at the folks who saw the ad versus the folks who didn't.

29:32The problem with that methodology was that you don't know if the groups were homogenous enough right like or share different characteristics maybe the folks who saw the ad were older but the folks who didn't were younger so. So ghost ads is kind of like a state of the art methodology under the hood that truly tries to simulate whether or not somebody would have shown an ad and it's like the. The purest form I would say of whether a result or not is incremental so for me like that which we shipped last week is kind of like a starting point there's a lot more work that we got to do but then I think like Peter maybe the last key point in closing thought here is that. Every customer is a little bit different right like in and you at the end of the day we're serving people in organizations and we have to meet them where they are and. Even like the same companies have different objectives based on their branch right like if you're a CPG brand launching innovation product you're going to go your marketing spend very different than your established products so for me again and I sound like a broken record but I think that's good which is.

30:37Give the tools to folks and the data to help them achieving mentality in the first place best in class methodologies to try and measure lift and then sit down with your customers and meet everybody where they are. Could not agree more so recently because door dash is built for everything from a Tuesday night dinner at home to last minute holiday needs we certainly talked about Valentine's Day where we established I actually did get it right by sending flowers to the right person and this year. Occasion based shopping is massive I'm just kidding guys by occasion based shopping is massive for you how should brand market is reading the ad creative specially in order of AI which can truly. Improve the ad creative as well as well as targeting which can hyper target to align with the specific occasion driven every day moments on door dash. Yeah occasions occasions are huge right like and I would say they're not huge because door dash did something special they're huge because that's how our families and our lives right like our belts right like they're build around these moments it could be a super ball if you're into American football it could be like a big holiday could be a back to school.

31:46If you have young kids like I do so in many ways what happens on door dash is a I think a representation of what human beings doing their communities and in their day to day lives look. Occasions of also historically provided best in class right like opportunities for brands to communicate their messages and in many cases have transformed moments right like I don't think any of us can. Imagine super boss a moment right now without the ads like as a as a European who still whose mind can still fully not comprehend American football like I look forward for the ads as much as I do to the game itself look for brands like success is again goes back to adding to the consumer. And the moment not trying to take away from it right like so in Valentine's Day was about most folks try to buy flowers right like so how can I make flowers cheaper how can I help you create a package where maybe you're buying a small piece of jewelry or you're adding some chocolates to that similarly football and Super Bowl is is mostly like a shared moment right like most of us watch it with close friends and family which generally for door dash means larger orders right like so if you're a brat.

32:56You can add to that moment by like either giving a bulk discount right like or adding alcohol to what is a food order I think that's the essence right like it's like how does your commercial message or what you're trying to do as a brand improve and augment the moment for the end customer at the end of the day. And look for us as a company with that means is again giving them the tools the resources the co marketing dollars a lot of times right like so that we can do that together again because those importance are so those moments are so important for our customers. The silly we like to end our podcast by asking our guest to pull out their crystal balls give a little polish and take a look into the future you're committed to evolving industry standard for how retail media effectiveness is evaluated if we look out three years how do you think door dash will continue to differentiate itself as the winning commerce media platform for CPG's in an increasingly fragmented landscape.

34:04So we we want to be the best and I know that sounds a little bit obnoxious but that's where we're at and I think the only way we do that over decades is if we are serving our customers right like if we are the most trusted and performant place where you can deliver your dollars so I think number one on the crystal ball would be. We talk about measurement a lot more the next time we sit together right and there's a lot to do there right and the more. The more activity moves into retail media networks and places like door dash I think the more we're going to be able to get more scientific about true true performance the second one is is AI right like AI is changing every single aspect of what it means to not just run but also grow your business and marketing it means that it's going to be a lot easier to create creatives personalize campaigns right like showing the right thing to the right person at the right time is now 100 times easier than it was 10 years ago personalizing promotions new ways to reach customers that were not available before.

35:12But the list goes on right like we can have like an hour conversation on just AI itself and then I think the last thing is becoming a network right the I think we we've talked a lot today about the fragmentation think that's sustainable. Right like our customers everybody I talk to see it as a pain point right now and I think it reminds me a lot of like the early days of the open internet right like where you had like tens of different. Of ad providers right like in things got consolidated to two three winners that then became the networks that power the open internet I think the same will be true for retail media networks and I want door dash to be at the helm of that. We kind of took our first job at it and going off site with acquiring some meiosis and antics start up last year but there's a lot more common that space. So performance AI and networks and we couldn't agree more with you so let me remind our listeners you can find all of a content by simply going to web browser and typing CPG guys calm as the URL of course if you are someone you know something to contribute to this ongoing discussion on the CPG guys.

36:17Please drop us a line at contact at CPG guys calm to audience we want to thank you for the clicks likes comments direct messages meeting us at trade shows coming to our events recording episodes with us and all of our sponsors were always grateful for you. This show doesn't exist without all of you you work with us all year grateful to have you as an audience and partners thank you thank you thank you deeply from the bottom of Peter my heart. Peter pleasure doing this episode with you what's that big takeaway you got from facility today. It was very subtle stray measurement is important now seriously if there's one thing for silly hammered home is that measurement is the center of conversations with brands they understand that budget dollars are not going to shift. Unless measurement is demonstrated in a very transparent meaningful way and that every brand has different objectives and is at different places in their life cycle and so they need to recognize that how they measure is reflective of what those brands need. So that that's my big takeaway string.

37:18Hi Peter while I want to go in five different directions and talk a lot about AI and convenience that door dash provides just a variety of platforms being able to get you product general merchandise as well now not just food and bell. I think it comes down to measurement the leader the next chapter of retail media in this industry is going to be the one that can be very clear about transplant data sharing which is a lead effort to already. Close loop measurement which you also left her to and then truly putting a definition of increment that the that's pretty solid in terms of what that is for the brand and working across all three of those spectrums to drive uniform measurement across the universe so basically I want to thank you for joining us on the CPG guys today there's a bit fun. Thank you guys for having me it's a pleasure that's a wrap of this episode off the CPG guys. The content in this podcast episode is provided for general informational purposes only by listening to our episode you understand that no information contained in this episode should be construed as advice from CPG guys LLC or the individual author hosts or guests.

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