How PepsiCo Evaluates Retail Media Networks for Strategic Partnerships

PepsiCo is refining how it evaluates retail media networks (RMNs), emphasizing consistency, audience reach, and closed-loop measurement as core criteria in selecting strategic partners across its omnichannel media mix.

According to company executives, PepsiCo assesses RMNs on three key pillars: standardized measurement frameworks, scalable audience access, and strong return on ad spend (ROAS). The company is calling for more transparency and alignment across platforms, especially as spending on RMNs continues to rise industry-wide.

PepsiCo is also investing in internal tools and analytics to better compare network performance and ensure that media spend directly drives outcomes — both online and in-store. As brands look to optimize the intersection of media and retail, PepsiCo’s approach sets a blueprint for holding networks accountable to business results, not just impressions.

corpbrief insight:

Retail media isn’t just a budget line — it’s a business lever. PepsiCo’s evaluation strategy shows that CPG leaders are no longer buying reach; they’re buying results.