Episode #21
What Brands Get Wrong About Retail Media (And How to Fix It) with David Glaza
James Avery sits down with David Glaza , founder and CEO of DIGITS Agency , one of the fastest-growing retail media agencies in the country. David brings a rare insider perspective on what it actually takes to make retail media work across CPG brands, beverage and alcohol companies, and a centralized network of six regional grocers. The conversation covers what the best brands are doing right (spoiler: it's the small, nimble ones running media in lockstep with weekly sales), the mistakes that keep costing mid-size brands at Target, from launching without budget to letting national teams make decisions that need local context, and the concept of "investment-grade media" and why it's the key to unlocking brand dollars beyond the JBP. David and James also dig into the underserved regional grocery opportunity, how DIGITS is aggregating spend across multiple regional networks to give national CPGs a scalable path into local retail, the future of in-store and CTV media, and the rapidly evolving alcohol retail media landscape through DIGITS' Cheers Network. If you're a brand, agency, or regional grocer trying to figure out how to make retail media work in the real world and not just in theory, this is a must-listen.
