Georgia-Pacific is advertising its paper brands on retail media networks to reach customers who are increasingly buying products online. Paras Shah, the company’s director of digital media, explained that the boom in retail media networks is due to brands and retailers working together to adapt to changing consumer habits. Shah highlighted the importance of being proactive in reaching customers through these networks, as the landscape lacks standardization. He also discussed the success of waiving delivery fees and the significance of subscriptions in the paper category. When approaching new retail media networks, Shah focuses on the data, performance, and cost-effectiveness of each platform.