2 good articles published over the past week from Stratably and Andrew Lipsman '
By Todd Hassenfelt · February 12, 2026 · Curated by George's Blog
2 good articles published over the past week from Stratably and Andrew Lipsman's Media, Ads + Commerce that provide CPG examples and stats from Stratably on how roughly 50% of CPG Brands treat all or some of Amazon Ads formats regardless of "funnel" type outside of the Amazon P&L.
Here are some highlights and both can help provide CPG examples and data to evolve media planning and P&Ls as needed to help secure more support for collaborative media and sales planning including in-store retail media.
CPGs are more likely than non-CPG brands to account for a portion of Amazon ad spend outside of the Amazon P&L, signaling more mature full-funnel and media thinking.
The Hershey campaign described mixes linear TV, CTV, social, influencers, and in-store activations, with retail media underpinning the system, and references using media mix modeling.
Expensing mid and upper funnel retail media entirely to the retailer can “artificially depress profitability” and create pressure to pull back from investments that support brand health across channels.
Brands should align Amazon Ads objectives with the right accounting treatment by ad type and treat it consistently vs other retail media partners, which is the opposite of a siloed “Retail Media” bucket.
It argues retail media can’t be treated as a standalone channel: it positions retail media as an “operating system” and says the job requires fusing branding and performance across touchpoints.
Both articles (possible paywall) in the comments.