Beyond The Shelf How Regional Retailers Can Win in Retail Media — with DIGITS’ Dave Glaza
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Jan 20, 2026 
In this engaging conversation, Dave Glaza, Founder and CEO of DIGITS Agency and a pioneer in retail media, shares his insights from launching Target’s original Cartwheel app. He discusses why many retail media budgets fail and the importance of using shopper data for real outcomes. Glaza emphasizes the need for brands to balance innovative tactics with proven methods while focusing on regional grocers to maximize impact. He also forecasts how AI-driven product discovery will transform retail media in the coming years, making it essential for retailers to adapt.
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Always Reserve Budget For Testing
- Carve out a dedicated testing budget so new channels can prove their value before scaling.
- Use 10–20% of media spend for experimentation to let winning tactics grow over time.
Link Media To Merchant Financials
- Tying retail media investments to merchant joint value and financials unlocked adoption at larger retailers.
- That commercial alignment helps shift retail media from a monetization tax to a joint growth lever.
Aggregate Regionals To Fight Fragmentation
- Reduce fragmentation by coordinating regional grocers into a shared RMN so brands can reach shoppers across local markets.
- Build a middle layer that standardizes activation across dozens of stores to create scale for mid-market retailers.