Dentsu Welcomes Jeffrey Bustos to Lead Retail Media Analytics
Dentsu has announced the appointment of Jeffrey Bustos as SVP, retail media analytics. Jeffrey is a proven industry leader with a reputation for shaping the evolution of retail media across markets as the industry continues to boom. Jeffrey joins from IAB, where he was a VP of measurement addressability data. In his new role, Jeffrey will build on dentsu and Merkle’s rich heritage of data, analytics, and tech prowess to enhance retail opportunities for clients. He will develop bespoke solutions that use product adoption, data, identity, and AI to help retailers create value for buyers on their retail media networks and enable brands to optimally allocate spend across the innumerous partners in the space.
"I’ve spent years shaping measurement frameworks and building data strategies, and I’m excited to continue putting that work into action—helping retailers and brands move measurement standards forward to unlock their full potential," said Jeffrey Bustos, SVP, retail media analytics. “I’ve always been fascinated by the intersection of creativity and analytics—whether it’s bringing retail media to CTV or enhancing the way brands collaborate on data. Dentsu’s focus on innovation and storytelling makes this the perfect place to continue that journey.”
During his time at IAB, Jeffrey was the architect of industry retail media measurement standards for the US, Australia, and Europe. He helped define in-store media opportunities and measurement standards and authored the IAB’s Retail Media Buyer’s Guide for the US and Latin America. Jeffrey will continue to focus on driving industry best practices for insights, segmentation, measurement, and optimization as part of dentsu’s industry-leading retail media group—the only one in the industry with extensive leadership and client offerings across sell-side, buy-side, and in-store client activity.
This is a significant appointment as dentsu expands and evolves its retail media offering across the ecosystem. The team, led by Brian Monahan, global client president and head of retail media solutions, has recently welcomed additional top industry talent, Sara Holcomb, SVP global retail partnerships from Google, Will Margaritis, EVP, head of commerce and retail media from Kinesso, and Katie Pretti, SVP commerce and retail media from Publicis. The expanding group of hand-picked talent will partner with dentsu leaders and clients across media, creative, and CXM to build custom-fit solutions and programs for clients looking to differentiate and sharpen their approach to retail media across buy, sell, and in-store.
“Retail media continues to accelerate and mature as both brands and retailers look to find incremental value,” said Brian Monahan, global client president and head of retail media solutions, dentsu. “Dentsu is the first agency network to establish a true 360-approach to retail media, innovating to impact new solutions that help both the buy and sell-side program shoppable journeys to grow with their shared customer. With these hires we’re doubling down on that approach and unlocking unique capabilities to drive growth across the retail funnel for clients.”
Dentsu’s evolved retail media offering is already yielding success, including recently expanding its client relationship with Hy-Vee and inking an innovative new partnership integration with dentsu’s Merkury ID and the Trade Desk’s Unified ID 2.0, announced earlier this month.
