Dentsu's Bold Move: Jeffrey Bustos Joins to Transform Retail Media Measurement

Dentsu has made a significant addition to its team by hiring Jeffrey Bustos as SVP of Retail Media Analytics to enhance its analytics practice for retail media. This role is part of Merkle, Dentsu’s customer experience agency, and is integrated into Dentsu's cross-agency retail media team led by Brian Monahan.

Bustos' appointment follows the recent transition of Michael Komasinski, Dentsu Americas CEO, to Criteo, with Giulio Malegori stepping in as chairman and interim CEO of Dentsu Americas. Previously, Bustos served as VP of Measurement Addressability Data at the Interactive Advertising Bureau (IAB), where he helped establish standards for retail media measurement. His expertise is vital as he now aims to implement these standards within Dentsu, addressing the ongoing frustrations of advertisers regarding the effectiveness measurement of retail ads.

Key Responsibilities

Bustos is tasked with developing retail media products utilizing data, identity, and AI. He aims to facilitate better comparisons of ad effectiveness across e-commerce platforms, addressing the tension between advertisers and retailers over measurement standards.

Industry Context

The retail media landscape is rapidly evolving, with Dentsu’s commerce practice leveraging a media-buying arm that supports major advertisers like Kraft-Heinz and Heineken. The agency has also assisted over 25 retailers, generating more than $2 billion in ad revenue through its New Stream Media arm, which provides comprehensive consulting and advertising solutions.

Competitive Landscape

Dentsu is not alone in this pursuit; competitors such as Publicis Groupe, Omnicom, and Interpublic Group are also investing heavily in retail media capabilities. Monahan emphasized that the goal is not merely to capture ad budgets but to drive core growth for both retailers and advertisers.

Future Aspirations

With the rise of digital retail media, retailers are vying for brand budgets that have traditionally been allocated to other media outlets. Bustos’ role at Dentsu represents a strategic move to position the agency as a leader in this competitive environment, ensuring that both retailers and brands can work together effectively to enhance their advertising strategies.