Retail media is no longer an “add-on.” For many food and beverage brands, it is becoming one of the most controllable levers for growth.📈 At Effective, Retail Media Networks are a core part of how we build modern media plans, and Instacart is one of the most important platforms in our toolkit. Food and beverage companies often ask us to model paid media investments to achieve revenue milestones. The almost guaranteed revenue of RMN investments allow us to forecast ecommerce

Most paid media teams are being asked to do two things at once: ✅ improve performance ✅ control spend for growth   But there is one lever that consistently makes performance marketing more efficient over time: BRAND EQUITY.   Brand equity is not a “soft” metric. It is what reduces friction at the bottom of the funnel.   Two principles explain why: 1️⃣ Brand equity drives revenue and profit, not just awareness Brand equity is directly measurable in commercial outcomes. In Kant