Collective Growth with Albertsons Media Collective’s Brian Monahan

The CPG Guys are joined in this episode by Brian Monaghan, SVP/Head of Albertsons Media Collective, the retail media division of the Albertsons Companies.

Find Brian on Linkedin at: https://www.linkedin.com/in/brmonahan/
Find AMC on Linkedin at: https://www.linkedin.com/company/albertsons-media-collective/
Find AMC online at: https://albertsonsmediacollective.com/

Here's what we asked Brian:

1. What led you to join Albertsons Media Collective, and how do your past experiences (at Dentsu, Pinterest, Walmart etc.) inform your vision here?
2. What is your overarching mission for Albertsons Media Collective over the next 3-5 years?
3. How do you define success for Albertsons’ retail media—beyond revenue like category growth or household penetration?
4. Albertsons recently introduced a new “media toolkit” for CPG partners. How do you see this evolving, and what are the biggest learnings so far? 
5. How does the “collective growth” mindset, you have spoken of, translate into concrete programs or incentives for advertiser partners? 
6. What are the major obstacles in full funnel closed-loop measurement and attribution in grocery / retail media, and how is Albertsons tackling them?
7. How is Albertsons leveraging tech innovations (e.g. AI, machine learning, predictive analytics) to improve targeting, personalization, and measurement?
8. How do you foster collaboration with advertisers to not just run campaigns but jointly drive category growth?
9. How is Albertsons organized internally such that the media collective is aligned with merchandising, operations, digital, stores etc.? What are the biggest coordination challenges?
10. What kind of investments (talent, tech, partnerships, infrastructure) are you making to scale Albertsons Media Collective?
11. As RMNs seek to break out of the current dominance of the 2 biggest platforms, what are the biggest risks you see for retail media in the next couple of years (regulatory, economic, competitive, technological)?

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