Delectable AI: Retail Media 3.0

Retail Media 3.0:
Personalized Commerce at Scale.

149+ retail media networks. Billions in CPG spend. And most of it is wasted on generic audience targeting. Delectable AI transforms NIQ Activate from demographic targeting to precision personalization — at the household persona level.

$100B RMN Market by 2028

149+ Retail Media Networks

4.2x ROAS With Personalization

3x Engagement Lift

The Retail Media Explosion — And Its Fragmentation Problem

The fastest-growing ad channel in a decade. But scale without intelligence is waste.

Market Trajectory

$46B in 2023 → $60B in 2024 → $100B+ by 2028. Third-fastest growing ad channel after streaming and connected TV. Every major retailer is launching or expanding their retail media network.

For Retailers

Need to monetize first-party data but lack personalization infrastructure. Generic targeting drives CPM compression. Tier 2-3 grocers can't compete with Amazon's personalization engine.

For CPG Brands

Spending across 3-8 networks with no cross-network measurement. 73% of brands say attribution is their top RMN challenge. Budget shifting away from networks that can't prove incrementality.

For Consumers

Irrelevant ads increase banner blindness. Generic promotions drive discount-seeking behavior, not loyalty. 68% of shoppers say they ignore most in-store digital ads.

Retail Media Network Landscape

Tier	Examples	RMN Revenue	Grocery Share	Personalization Capability
Tier 1	Amazon, Walmart	$50B+	15%	Advanced (proprietary)
Tier 2	Kroger/84.51, Instacart, Target	$5-10B	25%	Moderate
Tier 3	Regional grocers (Your Grocer, Albertsons, Ahold, Meijer)	<$2B	60%+	Basic/None

Tier 2-3 grocers represent 60%+ of grocery market share but capture <20% of RMN revenue. They lack the personalization technology to compete with Amazon's flywheel. This is the opportunity.

From Audience Segments to Individual Personalization

NIQ Activate provides the scale. Delectable provides the precision.

NIQ Activate Today

• Demographic segments (Moms 25-34)

• Category-level purchase behavior

• Brand affinity at segment level

• Cross-retailer audience matching

• Standard display ad targeting

Right segment. But not the right person.

NIQ Activate + Delectable

Persona-level targeting (health-conscious mom in household)

4D product intelligence driving relevance scoring

Individual propensity-to-buy scoring (0.87 for this persona)

Recipe-driven product bundling and context

Agentic personalized experience (not just ads)

Right person. Right product. Right moment.

End-to-End: CPG Brief to Personalized Delivery

1

CPG Brand Brief

Promote Chobani Greek Yogurt to health-conscious shoppers with high-protein diets

2

NIQ Activate

Identifies 142K households that index high on yogurt category + health & wellness segments

3

Delectable Enrichment

De-averages to persona level. Identifies which persona in each household is the health-conscious yogurt buyer. Scores Chobani-persona affinity at 0.87. Finds 89K target personas across 142K households.

4

Agentic Delivery

Within shopping assistant: “Based on your preference for high-protein breakfasts, Chobani Greek Yogurt pairs perfectly with the granola in your pantry. Add both for a complete breakfast bundle?”

5

Measurement

Tracks impression → engagement → add-to-cart → purchase. Attribution at the persona level. 4.2x ROAS vs. 1.1x category average targeting.

Closed-Loop Attribution: Personalize, Measure, Optimize

Fill the gap Nielsen created when it divested MMM to Circana.

The Attribution Gap

In 2024, Nielsen divested its Marketing Mix Modeling (MMM) business and NCSolutions joint venture to Circana. This created a significant gap in Nielsen's attribution story — particularly as CPG brands demand more granular retail media measurement. Delectable's closed-loop system fills this gap at a resolution MMM never achieved.

1. Personalize

Delectable's agentic system serves personalized product recommendation to identified persona. Context-aware: time, browse history, dietary needs, household profile.

2. Engage

Consumer interacts with recommendation: views product details, asks follow-up questions, adds to cart, completes purchase. Every touchpoint captured.

4. Optimize

Attribution data feeds back into targeting model. Next impression is better than the last. CPG brands see continuous ROAS improvement over campaign duration.

3. Measure

Every interaction tracked at individual persona level. Conversion attributed to specific campaign, creative, context, and persona segment. Real-time reporting.

1 → 2 2 → 3 3 → 4 4 → 1

Traditional MMM vs. Delectable Attribution

Dimension	Traditional MMM	Delectable Attribution
Granularity	Aggregate (brand/category)	Individual (persona-level)
Cadence	Monthly / Quarterly	Real-time
Methodology	Correlational (regression)	Causal (controlled, A/B)
Attribution	Channel-level	Impression-level
Actionability	Strategic planning	In-flight optimization
Cost	$200K-$500K per study	Platform fee (continuous)

CPG brands that relied on Nielsen for measurement now need attribution for retail media spend. This capability — individual-level, real-time, closed-loop — combined with Nielsen's brand trust and distribution, creates a differentiated offering no competitor matches.

Proven Performance: Your Grocer as Proof Point

Real metrics from a live retailer engagement demonstrating the personalization advantage.

4.2x

Return on Ad Spend

Personalized recommendations vs. category-average targeting

3x

Engagement Lift

Session depth with agentic assistant vs. standard browse

14x

Cost Advantage

Delectable's inference cost vs. generic LLM approach

2.3

Personas Discovered

Average de-averaged personas per loyalty card

Before: Generic Audience Targeting

• CPG brand targets “yogurt buyers” segment across Your Grocer shoppers

• Generic banner ad shown to all cardholders matching demographic

• No household de-averaging — same ad to every persona

• No context — promotion shown regardless of shopping intent

CTR: 0.8% | Conversion: 0.3% | ROAS: 1.1x

After: Delectable Personalization

CPG brand targets persona-level yogurt affinity (health-conscious persona)

Personalized recommendation within shopping assistant context

Household de-averaged — right product to right persona

Context-aware — shown during relevant shopping moment

CTR: 3.4% | Conversion: 2.1% | ROAS: 4.2x

The Paradigm Shift

Your Grocer's engagement demonstrated that agentic personalization transforms retail media from a cost-per-impression model to a value-per-interaction model. Every impression is relevant because every impression is personalized to the individual persona within the household.

Retail Media 3.0: Personalized Commerce at Scale.