Dentsu appointed Jeffrey Bustos as SVP of retail media analytics to lead efforts in developing analytics products focused on retail media. This hiring follows internal leadership changes following the appointment of Michael Komasinski as CEO of Criteo. Bustos, previously associated with the Interactive Advertising Bureau, brings expertise in establishing measurement standards for retail media. His role involves addressing industry frustrations about measurement comparisons across e-commerce. Bustos aims to implement the standards from his previous work, creating more reliable metrics that align with retailer goals and advertiser needs.
"There's still frustration from the industry from retailers and brands. Measurement still continues to be a tension point."
"I now have an opportunity to put the standards and best practices developed at the IAB into action."
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