CPG giant Georgia-Pacific invests in retail media but measurement continues to be a “pain point” (Marketing Dive)

Chris Kelly, Senior Reporter. Georgia-Pacific's product line includes paper brands like Angel Soft, Quilted Northern, Sparkle and Brawny. Paras Shah, senior director of digital media at Georgia-Pacific: "We want to invest in retail media to drive incrementality for a business, and there is no standardized way of measuring incrementality. […]