Episode 33

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Published on:

22nd Nov 2022

The Importance of Industry Standards with Jeff Bustos

Andy Murray sits down with Jeff Bustos, VP of Commerce and Measurement at the Interactive Advertising Bureau to discuss their journey to develop standards and definitions in an evolving retail media space. Their conversation addresses numerous challenges the retail media industry is facing today, and how collaboration can lead to a brighter future.

Topics and Questions:

00:51 Guest Introduction

3:44 How have you seen the retail media space evolve over the last few years?

5:03 What is IAB?

7:00 How standards across definitions and metrics can elevate the industry

9:38 What challenges are IAB facing in reaching uniformity in industry standards?

11:28 What is the timeline on defining and alignment on industry terms?

12:17 What challenges are ahead on the standardization of measurement?

14:05 How can non-endemic brands use RMN to meet their marketing objectives?

16:35 How will media agencies evolve with the growth of the RMN space?

18:26 What metrics are being sought out on the commercial side of RMNs?

20:55 The benefit of narrowing down on key metrics

22:28 What has surprised you on your journey with IAB?

25:45 What changes were key in forcing the introduction of RMNs?

29:46 The importance of classifying different RMNs

31:00 Global perspective on RMNs

32:26 Viewing Retail Media in an in-store environment

34:19 How you can work with Jeff or IAB

Show Links

Jeff Bustos: https://www.linkedin.com/in/bustosjeffrey/

Andy Murray: https://www.linkedin.com/in/andrewlmurray/

CCLI: https://www.linkedin.com/company/customer-centric-leadership-initiative-sam-m-walton-college-of-business/

bigQUEST: https://www.bigquest.com

IAB: https://www.iab.com/

RMN White Paper: https://tinyurl.com/ymjaxuch

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About the Podcast

It's a Customer's World with Andy Murray
Equipped with more than 30 years of experience in retail, most recently as the Chief Customer Officer for Walmart Asda in the U.K., host Andy Murray is sharing his expertise through his new role as the founder and executive chair of the Customer Centric Leadership Initiative at the University of Arkansas Sam M. Walton College of Business. Now more than ever, retailers and brands are accelerating their quest to be more customer centric, but to be truly customer centric, it requires both a shift in mindset and ways of working, not just in marketing but in all parts of the organization. Through his initiative and this podcast series, Andy will be talking with practitioners, thought leaders, and scholars to hear their thoughts on what it takes to be a leader in today’s customer centric world.

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