Winning Brand Budgets – Michael Peroutka, GoPuff

Most retail media networks focus on sponsored search. GoPuff is doing something different. In this episode, Michael Peroutka, Head of Ads at GoPuff, explains how the company leverages its vertically integrated model to create advertising opportunities that don’t exist on most retail media platforms. We discuss: • Why Amazon’s push into one-hour delivery validates the GoPuff model • Turning anything into inventory—including Robinhood cash rewards • The Pepsi Challenge campaign and how GoPuff used sampling to reach competitive buyers • Why sampling should be viewed as a media product • Audience-based targeting, conquesting, and measurement • Gen Z product discovery and TikTok-driven commerce • Winning brand budgets instead of competing solely for shopper marketing dollars • Why GoPuff monetizes at roughly 3-4% of sales Whether you’re a retailer, brand marketer, retail media operator, or commerce media enthusiast, this conversation offers a different perspective on what retail media can become when logistics, data, and brand marketing are tightly integrated. Guest: Michael Peroutka Head of Ads, GoPuff   / michael-peroutka-profile   — 📬 Shopper Missions Newsletter https://middlemen.substack.com/ 🎙️ More Middlemen episodes https://www.nextipedia.com/middlemen-... #RetailMedia #CommerceMedia #GoPuff #Advertising #CPG #RetailMarketing #ShopperMarketing