Winning Brand Budgets – Michael Peroutka, GoPuff

S3 E17 · Jun 1, 2026 · 48 min

The Pepsi Challenge, conquesting through sampling, and why GoPuff monetizes at roughly 3-4% of sales.

Listen on Spotify → Watch on YouTube Apple Podcasts

Show notes

GoPuff may be the most misunderstood company in retail media.

Michael Peroutka, Head of Ads at GoPuff, joins The Middlemen to discuss why the company’s vertically integrated model creates opportunities that most retail media networks can’t replicate.

If retail media is evolving beyond sponsored products and shopper marketing, this conversation offers a glimpse of what comes next.

What we cover

• Amazon’s expansion into one-hour delivery
• Turning Robinhood cash rewards into inventory
• The Pepsi Challenge and conquesting through sampling
• Audience-based targeting and measurement
• Gen Z product discovery and TikTok commerce
• Winning brand budgets beyond sponsored search
• Why GoPuff monetizes at roughly 3-4% of sales