187. Andreas Reiffen, CEO at Pentaleap on The $10B Question: How to Create a Better Retail Media Ecosystem?

Andreas Reiffen is a staple name in the Consumer Goods eCommerce world. As the CEO and Founder of Crealytics, he launched the industry’s first retail media Supply-side Platform. Now, after the big boom of Retailers’ own Networks, he’s ready to change the game in with his new venture: Pentaleap, a spin-off focused designed to enable an open, efficient Retail Media ecosystem.

In this conversation you’ll hear about:

• Andreas’ background as an entrepreneur
• Why he’s decided to start Pentaleap (and an interesting origin to the name!)
• The current Retail Media scenario and why Brands and Retailers have reasons to be unhappy
• Google and Microsoft’s foreseeable role in the Media & Marketing Mix
• Problems with standardisation and measurement
• The Next 2 years: towards a more consolidated, programmatic media