A top Unilever exec breaks down the CPG giant’s investments in e-commerce advertising and why it’s pushing for retailers to adopt better measurement standards

• A top Unilever ad exec told Insider the CPG giant is looking for new ways to measure digital ads.
• Unilever wants retailers to adhere to standards on how their ads are measured.
• She said that the brand is also structured to account for bigger ad budgets moving to retail media.

Unilever, one of the biggest spenders on e-commerce ads, is pushing for retailers to adhere to the same measurement standards.