Dentsu Hires IAB’s Jeffrey Bustos to Lead Retail Media Analytics

International advertising giant Dentsu has appointed Jeffrey Bustos as senior vice president of retail media analytics at Merkle, Dentsu’s experience consultancy and retail media solutions provider. Bustos joins from IAB, where he spent nearly three years, most recently serving as VP of measurement addressability data.

Bustos is known in the industry as the architect of retail media measurement standards for the U.S., Australia and Europe. His pivotal role in spearheading the development of the IAB/MRC Retail Media Measurement Guidelines has been central to shaping the current retail advertising landscape, fostering a more accountable and effective environment for media investments.

In his new role, Bustos will build on Dentsu and Merkle’s expertise in data, analytics and tech to enhance retail opportunities for clients, according to a media release shared with P2PI. 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 help brands allocate spend across the increasingly crowded 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," Bustos said in the release. “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, Bustos helped define in-store media opportunities and measurement standards and authored the IAB’s Retail Media Buyer’s Guide for the U.S. and Latin America. Bustos will continue to focus on driving industry best practices for insights, segmentation, measurement and optimization as part of Dentsu’s retail media group.

Bustos was also honored in P2PI’s 40 Under 40 class of 2024, which recognizes rising leaders, nominated by peers and selected by our editors, for work in redefining the future of commerce marketing. 

This appointment is part of Dentsu’s ongoing efforts to expand and evolve its retail media offerings across the ecosystem. The team, led by Brian Monahan, global client president and head of retail media solutions, has also recently welcomed additional industry talent, Sara Holcomb, as SVP of 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 will partner with Dentsu leaders and clients across media, creative and CXM to build custom solutions and programs for clients looking to differentiate and sharpen their approach to retail media across buy, sell and in-store, per the release.

Additionally, Dentsu’s retail media offering recently expanded its client relationship with Hy-Vee and executed a new partnership integration with Dentsu’s Merkury ID and the Trade Desk’s Unified ID 2.0, announced earlier this month.