About
Essays on In-Store Retail Media, Decision Intelligence and Commercial Measurement.
Why this Journal exits.
This Journal exists to build a framework for understanding the future of In-Store Retail Media.
I write about measurement, decision intelligence, privacy, commercial outcomes and physical retail—not because they're fashionable topics, but because I believe they will define the next generation of retail media.
The goal isn't to comment on the industry.
It's to contribute a framework the industry can use.
I'm Agustín Gutiérrez.
I've spent the last two decades working across retail media, audience data and digital advertising, leading businesses in Brazil, Mexico and across Latin America.
Today I lead Brazil & Latin America at AiOO, helping retailers transform physical stores into measurable, performance-driven media channels.
Before AiOO, I spent seven years leading LatAm at Azerion/HAWK DSP, seven years at Infinia working on data and audiences across Brazil, led Retail Media partnerships at Ladorian, and founded EDBco.
This isn't a company blog.
It isn't a product blog either.
It's where I develop my own thinking about the future of In-Store Retail Media—the framework, the principles and the ideas—built one essay at a time.
If you're new here, the Start Here page is the best place to begin.
It introduces the framework, explains the core concepts and shows how each essay connects to the others.
The Principles page is the fastest way to understand how I think about the industry.
I write in English because the conversations shaping this industry happen globally.
But the perspective remains firmly rooted in Latin America, where physical retail still dominates commerce—and where I believe the opportunity to redefine In-Store Retail Media is only just beginning.
If an essay resonates—or if you think I'm wrong—I'd genuinely like to hear from you.
The best conversations usually start with disagreement.
You can find me on LinkedIn.