When retail media operators talk about winning brand budgets, the conversation often turns toward new ad formats, audience segments, or media placements.

Michael Peroutka, Head of Ads at GoPuff, offered a different perspective.

In this episode, Michael explains how GoPuff’s vertically integrated model allows brands to extend campaigns in ways that many retailers simply cannot. Because GoPuff controls inventory, fulfillment, and delivery, the company can turn almost anything into inventory—from Pepsi Challenge kits to Robinhood cash rewards—and deliver those experiences directly to consumers.

The discussion explores how GoPuff has evolved beyond traditional sponsored search and into audience-based targeting, conquesting, sampling, and large-scale brand activations. Michael shares examples including the revival of the Pepsi Challenge, Reese’s March Madness promotions, weather-triggered product drops, entertainment partnerships, and even a Super Bowl activation that turned Elijah Wood into a same-day delivery item.

Todd Sawicki draws parallels between GoPuff’s approach and how publishers have historically won large brand campaigns through custom, non-scalable executions built around big ideas rather than standard ad products. The conversation challenges retail media operators to think beyond placements and consider what unique capabilities their retail experience can bring to a brand’s broader marketing strategy.

Topics include:

• The origins of GoPuff and the advantages of vertical integration
• Why Amazon’s move into faster delivery validates the instant commerce model
• Audience-based targeting, conquesting, and incrementality
• Making sponsored search inventory available through The Trade Desk
• The Pepsi Challenge sampling campaign and competitor targeting
• Non-endemic partnerships with Netflix, Hulu, FanDuel, and other brands
• BevMo!, in-store media, and new advertising surfaces
• Gen Z brand loyalty and discovery commerce
• Building brand campaigns that extend beyond traditional retail media
• Why GoPuff monetizes at approximately 3-4% of sales

For retail media operators, publishers, agencies, and brand marketers, this episode serves as a masterclass in how unique retail capabilities can be transformed into memorable marketing experiences.

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