Brands spend up to 60 per cent of their week simply collating data into something usable. Most Australian FMCG brands now sell across at least four retail media environments at once: a marketplace, two or more omnichannel grocers and a quick commerce platform. Each runs on its own tech stack, placement types and measurement standard, and 65 per cent of Flywheel’s CPG clients are managing exactly that spread simultaneously. Flywheel has seen brands spend up to 60 per cent of their week simply collating data into something usable. The sharper cost shows up in the seams: a national campaign driving demand for a product that is out of stock on the shelf, or a retail promotion running at a major grocer while brand media pushes a different line.