The Hershey Co. found a way to apply retail media data from Reese’s Peanut Butter Cups to other consumer packaged goods ads. The company learned that shoppers were buying shapes of Reese’s Cups based on their chocolate to peanut butter ratio, so it made two new products—one for peanut butter lovers and one for chocolate lovers, said Vinny Rinaldi, US head of media at The Hershey Co.

Advertising Week New York kicks off next week. Last year, speakers discussed everything from Web3 to connected TV (CTV) to social media. This year, we’ll be watching for updates related to retail media, AI, and social media’s era of transformation.