About
Essays on Commercial Reality, Commercial Measurement, Decision Intelligence and In-Store Retail Media.
Why this Journal exists
This Journal exists to develop a framework for understanding how organizations observe, measure and act on Commercial Reality inside physical commerce.
In-Store Retail Media is where the investigation began because it exposes the problem particularly clearly.
What happens inside a store is far richer than what most commercial systems are able to observe.
Shoppers consider products without buying them.
Availability changes outcomes.
Media exposure interacts with context.
Transactions reveal what happened, but not always why.
And organizations must make decisions using representations of a reality they can never observe in full.
I write about Commercial Measurement, representation, Decision Intelligence, privacy, commercial outcomes and physical retail because they are different parts of the same problem:
How do we turn a complex commercial environment into evidence good enough to support better decisions?
The goal is not to comment on the industry.
It is to contribute a framework the industry can use.
About me
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 and Latin America at AiOO, working with retailers to transform physical stores into measurable, performance-driven media and commerce environments.
Before AiOO, I spent seven years across Infinia and Azerion/HAWK DSP, leading LatAm and working on data and audience initiatives across Brazil. I later led Retail Media partnerships at Ladorian and founded EDBCO.
That experience is important to this Journal, but not because this is a professional diary.
The practical problems came first.
The conceptual questions followed.
This isn't a company blog.
It isn't a product blog either.
The ideas published here are my own.
This is where I develop, test and refine my thinking about physical commerce, measurement and the representations organizations use to make decisions.
The objective is not to react to every new trend.
It is to identify ideas that remain useful after the trend has passed.
How to read the Journal
If you're new here, the Start Here page is the best place to begin.
It introduces the core framework, explains the main concepts and shows how each essay connects to the others.
The Principles page contains the ideas that have earned a stable place in the framework after holding up across essays. Each individual essay develops and defends its own working proposition — a claim still being tested — which may, over time, become a Principle.
The essays then explore individual parts of that system in greater depth.
I write in English because the conversations shaping Retail Media and physical commerce increasingly happen across markets.
But the perspective remains strongly rooted in Latin America, where physical retail still dominates commerce and where many of the most important questions around In-Store Retail Media are only beginning to be addressed.
If an essay resonates — or if you think I'm wrong — I'd genuinely like to hear from you.
The most useful conversations often begin with disagreement.
You can find me on LinkedIn.