Channel Strategy
Retail Media
7/22/26
8 min
The 2P Model
Why Your Amazon Advertising ROAS Is Lying to You
Your Amazon Ads dashboard is structurally overstating the incremental value of your retail media spend. Here are the five specific ways ROAS lies — and what to do about each.
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6/26/26
6 min
The 2P Model
Walmart Connect Is Eating Amazon's Lunch (Sort Of). Here's What CPG Should Watch.
Walmart Connect isn't eating Amazon's lunch — both platforms are growing. But the competitive dynamic has shifted enough that CPG brands still treating Walmart Connect as a secondary line item are making a strategic mistake.
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6/12/26
8 min read
The 2P Model
Retail Media Waste: Where Brands Burn Budget Without Real Incrementality
Retail media is the fastest-growing — and least-audited — ad category in the world. A lot of those dollars buy the appearance of growth, not growth. Here's how to audit for real incrementality.
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5/27/26
13 min
The 2P Model
State of CPG eCommerce 2026
Original research on CPG eCommerce trends in 2026. Data on Amazon's shifting dynamics, retail media, 3P growth, and what mid-market brands need to know.
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5/22/26
9 min read
The 2P Model
Amazon DSP Advertising: The CPG Brand's Guide
A practical guide to Amazon DSP advertising for CPG brands. Learn how DSP works, when to use it, what it costs, and how to measure real results.
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2/21/26
10 MIN READ
The 2P Model
The $8 Million Question - Inside the Economics of Super Bowl Ads
Super Bowl ads cost $8M for 30 seconds but deliver $8.60 ROI per dollar. The sticker shock hides a conversion engine that outperforms every alternative at scale.
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