In this episode, Carlos Garcia, Meta CPG Director, offers an insider’s perspective on how Meta collaborates with consumer packaged goods brands in a rapidly changing digital landscape. The conversation explores how retail media networks (RMNs) have surged from their infancy just a few years ago to become a central force in omnichannel marketing, with Meta helping retailers extend their reach and deliver measurable results for suppliers. Carlos dispels common misconceptions about Meta, highlighting the unexpected similarities between traditional and digital media when it comes to media rigor, creative strategy, and measurement. He also delves into the creative transformation driven by the rise of “lo-fi” content and explains how a mix of polished and raw creative assets can boost reach and performance on Meta’s platforms. The episode covers the full spectrum of CPG brands, from legacy household names to agile DTC upstarts, and reveals how both sides are learning from each other’s playbooks. Carlos provides an up-to-date look at attribution in 2024, emphasizing the importance of marketing mix modeling (MMM), sales lift studies, and real-time data for campaign optimization. The discussion wraps up with insights into Meta’s evolving role as a partner (not a competitor) in the era of retail media, and how innovations like Shops Ads and social commerce are shaping the future for brands and retailers alike. Connect with Carlos Garcia on LinkedIn: