They're back. In this episode 5 of 6, Peter, Sri & Bryan Gildenberg take on the ever transforming world of media. Traditionally owned by CMO's and brand marketing, AMG and the amazon media group led by search changed who owns and executes campaigns on retailers. Consumer & shopper attention has also shifted from offline to digital and retail platforms. This caused an uncomfortable conflict with CMO's on budgets, ownership and execution of campaigns. As eCommerce has taken on a new and much larger direction today we asked Bryan what the future of media would look like and who should own this? Here's what he answered...1. Does media look  different today than even 3 months ago?2. What is the difference between digital and retail media?3. Where does digital & retail media belong in a CPG organization?4. What are the media metrics we should be measuring?5. What is the role of an agency in SEM?6. Which components of consumer communication or media should be in sourced by a brand?7. Are media agencies doing their part in the transformation?8. Where does retail media belong on a P&L - above or below the line?Bryan took a deep dive into many of these areas and we are in complete agreement with the views. Enjoy listening to the downloadable podcast of this episode here : https://tinyurl.com/cpgretailmediaFind all our content in all formats here : https://linktr.ee/cpgguys Here’s a playlist of all our videos : https://tinyurl.com/sriandpvsbHere’s all our audio podcasts : https://tinyurl.com/cpgpodcastFollow us on LinkedIn here : https://tinyurl.com/sriandpvsblinkedinRate & subscribe to our apple podcast here : https://tinyurl.com/applecpgpodcastPeter and Sri do not forecast the future of CPG, our goal is to see progressive transformation of the industry to deliver quality products at value to the consumer CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.