CEO, RMIQ

Mateusz Drela

Goes byMat

Brings a programmatic ad-tech buyer's view to fragmented retail media networks

Mateusz Drela is the founder and CEO of RMIQ (Retail Media IQ), where he works on how CPG brands buy and measure retail media on networks such as Instacart. He spent the decade before RMIQ at Zeropark, an ad network, and the Path to Purchase Institute named him to its 40 Under 40 class of 2025.

About

Known as Mat, he has more than 15 years of experience in performance marketing. His work has covered real-time bidding, programmatic advertising, and media optimization technologies. In a 2025 Path to Purchase Institute member Q&A, he argued that brands should treat retail media networks as media-buying platforms. He compared today's market to online advertising in 2007 and 2008.

By June 2013 he was Director of Business Development at Zeropark, an ad network for zero-click and parked-domain traffic. Press releases and trade pages list him as its Managing Director from 2018 to 2023. In 2018 he was quoted in Zeropark's launches of AI-powered campaign optimization and push ads.

His book, Retail Media: Strategy, Structure, and Execution: A Practical Framework for Brand Managers and CMOs, came out on Kindle on April 30, 2026, and in paperback on May 3, 2026. Its endorsers include Russell Zwanka of Western Michigan University and Steve Frenda, former managing director of the Path to Purchase Institute.

Mat writes a LinkedIn newsletter that RMIQ republishes on its blog. He also signs RMIQ glossary articles. On podcasts and webinars, he has discussed Instacart ads, retail media measurement, and challenger brands. Shows include Red Door Interactive's Tools of the Trade and My Food Job Rocks!

Expertise

Retail media fragmentation and cross-network buying
P2PI member Q&A (April 9, 2025) and his book on retail media strategy and structure
Retail media measurement: ROAS, incrementality, new-to-brand
Red Door Interactive Tools of the Trade podcast (July 31, 2026) and Click to Cart webinar
Instacart advertising for CPG brands
Grow to Market interview (May 19, 2026) and the RMIQ case study with FoodBevy (August 28, 2026)
Retail media for challenger brands
Bylined rmiq.net articles (March 13 and July 3, 2026)
Food and beverage digital advertising
My Food Job Rocks! podcast (May 28, 2026)
Programmatic, real-time bidding, and push ads
Zeropark press releases (2018) and Domain Name Wire interview (2013)