Instacart’s Adam Silverblatt & Media Ads & Commerce’s Andrew Lipsman - Live from Cannes Lions 2026

The CPG Guys are joined in this episode by Adam Silverblatt, Head of Off-Platform Ad Sales & Strategy at Instacart and Andrew Lipsman, Independent Anlayst at Media, Ads & Commerce.

This episode was recorded in Cannes France at the 2026 Cannes Lions International Festival of Creativity.

Follow Adam on LinkedIn at: https://www.linkedin.com/in/adam-silverblatt-3741362

Follow Instacart Ads online at: https://company.instacart.com/ads

Follow Andrew on LinkedIn at: https://www.linkedin.com/in/andrew-lipsman-10b2162

Adam & Andrew answer these questions:

1. In this era of Retail Media 3.0, how is the network escaping the walled garden, and what is the strategic importance of retail media transitioning into a full-funnel, omnichannel commerce engine? 
2. For emerging and legacy brands listening, how does off-platform retail media structurally change the programmatic playbook? How does targeting a "logged-in" active Instacart shopper compare to buying legacy programmatic audiences? 
3. Why are brands so frustrated with traditional attribution reporting right now, and how does verifying incremental outcomes protect a brand from double-paying for the same shoppers?  
4. Can you walk us through the recent McCormick case study, where leveraging off-platform programmatic targeting managed to cut CPMs by 25% with only a 7% audience overlap? What is the structural lesson there?
5. How must RMNs adjust their data infrastructures to ensure their product catalogs are preferred and trusted by an autonomous AI agent? 
6. Are we finally at an inflection point where streaming and commerce are genuinely converging, and have you seen any brand executions recently that made it feel real?
7. What makes grocery purchase data uniquely valuable off-platform, and are there campaign results that have surprised you with how well it translated?
8. If you could issue a single "reality check" to a CPG Chief Media Officer or Head of Sales who wants to maximize the return on their data and media investments over the next 12 to 24 months, what is the single biggest blind spot they need to fix this quarter? 

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