SAN JUAN, Puerto Rico — In an industry obsessed with signals, identity graphs and whatever acronym dropped this morning, Lauren Griewski has a simpler thesis.
“Trust is always going to be the most important currency when building relationships with consumaers,” said the managing director of Chase Media Solutions during an interview with Beet.TV at the Beet Retreat San Juan.
That may sound like something you’d find stitched onto a pillow in a CMO’s office, but Griewski said it has real commercial consequences. Chase’s long-standing relationship with its customers gives brands a kind of borrowed credibility.
“We have a very trusted relationship with our consumer, and we believe that brands are then the beneficiary of that trusted relationship,” she said.
Translation: if your bank vouches for a brand, you’re at least willing to hear it out, maybe even click.
From signal loss panic to full-funnel clarity
While much of the ad world is busy lamenting signal loss, Griewski is quietly sitting on a mountain of transaction data. Not creepy in theory, just extremely detailed in practice.
“What’s unique about Chase is that we have a full view of our consumer because we have their transaction data,” she said.
That includes everything from subscriptions to grocery runs to vacation splurges. In other words, the difference between guessing and knowing.
That visibility allows Chase to connect the dots from ad exposure to actual purchase, which remains the holy grail for marketers who have spent years pretending clicks were good enough.
“We’re able to look at the full consumer journey all the way from exposure to ads down to the actual transaction itself,” Griewski said.
The result is not just better measurement, but smarter messaging the next time around.
Why consumers don’t care about your funnel
If there is one thing Griewski would like marketers to internalize, it is this: consumers are not sitting around categorizing ads into neat little buckets.
“They never really think, is this a brand ad or is this a performance ad,” she said. “They just are exposed to the media itself.”
That reality check has implications. Instead of forcing campaigns into rigid frameworks, Chase uses behavioral patterns to figure out what someone actually needs next. Book a flight? You might see a hotel offer. Already bought luggage? Maybe skip that ad and move on.
“It really depends on where the consumer is in their journey,” Griewski said, noting that messaging should flex accordingly.
Sometimes you educate, sometimes you convert. Ideally, you do not annoy.
Breaking down walls without breaking the system
Commerce media loves to talk about collaboration, right up until someone mentions data sharing. Griewski acknowledged the ecosystem is full of walled gardens, each with its own logic and incentives. Her pitch is that transaction data can act as connective tissue.
“We can actually break down those silos to be able to stitch together what happens when a consumer is exposed to a marketing message and then transacts,” she said.
That does not mean tearing down every wall, but it does mean creating enough visibility to understand what is working. For media buyers, that kind of clarity is less a luxury and more a survival skill.
Context is king, but execution is everything
As more commerce media networks flood the market, fragmentation is becoming less of a buzzword and more of a daily headache. Griewski’s advice is not to chase every new data source that promises enlightenment.
“Contextual relevancy is very important as you think about placing your next media dollar,” she said. Or put differently, not all data deserves your budget.
The real differentiator, she said, is how well companies use what they already have.
“All data is valuable to the extent that how you harness that data and the experience that you have with that consumer is really important.”
For an industry that loves complexity, it is a slightly inconvenient conclusion. The edge isn’t just having more data. It is knowing what to do with it, and doing it in a way that does not break the one thing Griewski said matters most: trust.
You’re watching coverage from Beet Retreat San Juan 2026, presented by Alliant and TransUnion. For more videos from this series, please visit this page.
