Retail Media Breakfast Club

A lot of brands are focused on Generative Engine Optimization (GEO) right now — making sure their products surface when consumers ask ChatGPT, Perplexity, or Claude for recommendations. That’s a great first step. But as I explain in this episode, the next frontier isn’t just about being found — it’s about being bought.We’re entering an era where AI agents won’t just recommend products, they’ll actually complete transactions on behalf of consumers. And that’s where Agent Commerce Optimization (ACO) comes in. I walk through how ACO differs from GEO, what consumer brands need to know to prepare for agent-driven commerce, and what’s in your control (versus what’s in your retail partner’s hands).If you’re a CPG brand selling primarily through retailers, this episode is for you. I’ll break down the nine-step ACO framework from Retailgentic and share actionable advice for how brands can start these crucial conversations with their retail partners today.This episode is sponsored by Mirakl AdsTimeline[00:00] - The rise of generative engine optimization (GEO) and why it’s only half the story[01:34] - Introducing Agent Commerce Optimization (ACO) aka preparing for AI agents that buy on behalf of consumers [02:12] - GEO vs. ACO: discovery versus transaction [03:15] - Why CPG brands need retailers to open their sites to agent crawlability [05:00] - The nine-step ACO framework — what’s in your control and what isn’t [06:00] - Expanded attributes and contextual data: helping AI agents understand how and why products are used [07:30] - Tracking product cards and digital shelf analytics for AI-driven search [09:00] - How to collaborate with retailer partners to ensure your products are agent-ready [09:56] - Where to learn more: Retailgentic ACO framework and other resourcesLinks & ResourcesCheck out Scot Wingo's original Agentic Commerce Optimization (ACO) framework at RetailgenticRead the blog version of this podcast - Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic CommerceSubscribe to RetailgenticRead my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay AttentionRead my article AI-Enabled Shopping Hits 74% AdoptionSubscribe to Retail Media Breakfast Club's daily newsletterFollow Scot Wingo on LinkedInFollow Kiri on LinkedIn

In this episode, I dive into one of the biggest questions facing retail media leaders today: how can retailers and brands adapt as AI-driven shopping agents and zero-click discovery start reshaping how consumers buy? With sponsored search revenue under pressure and growth slowing across the industry, it’s time to look at creative alternatives to the traditional onsite, offsite, and in-store ad models.I spotlight three fascinating companies that are doing just that: Rokt, Swish, and Nift. Each of them is monetizing overlooked customer moments in fresh, high-impact ways, from post-purchase offers to AI-driven gifting experiences. These companies are turning everyday customer touchpoints into new opportunities for engagement, brand discovery, and long-term loyalty — proof that innovation still thrives even as the industry shifts beneath our feet.This episode is sponsored by Mirakl AdsTimeline[00:00] – Retail media’s new threat: how AI shopping agents and zero-click search are changing ad revenue dynamics.[02:16] – Why 200+ retail media networks are all fighting for just 16% of ad dollars, and why differentiation is key.[02:45] – Company #1: Rokt – Turning post-purchase moments into premium ad inventory. [05:00] – Company #2: Swish – Treating the product itself as media through full-size sample placements in online grocery orders. [06:45] – Company #3: Nift – “Gifting as acquisition” by using AI to match consumers with brand gifts after key customer actions. [07:54] – Why these innovations could be more “AI-proof” than traditional retail media strategies. [08:45] – My closing thoughts on the importance of thinking beyond ad slots to build meaningful brand-retailer partnerships.Links & ResourcesMy original article, Beyond Banner Ads: How Retailers Are Monetizing the Moments That Actually Matter was published in The Drum on October 21. Read the full piece for deeper analysis on why these approaches work now and what it means for mid-tier networks trying to escape the doom loop.Read the new research from eMarketer and Bain Learn more about RoktLearn more about SwishLearn more about NiftRead my article The Secret Hopes & Dreams of RMN LeadersRead my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingRead my article 2 Ways Retailers Can Compete In An AI-Enabled Shopping FutureSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

How many times have you not hit publish, not applied, or not shared your achievements because of fear of what others might think? In this episode, I’m diving into the concept of Tall Poppy Syndrome - a cultural tendency to cut down those who stand out - and how it feeds into FOPO, the fear of other people’s opinions.After being named one of the National Retail Federation’s 2026 Top Retail Voices, I found myself wrestling with the same insecurities so many of us face: “Will people think I’m full of myself if I share this?” This episode is a candid, honest look at why it’s so hard to own our success, and why we need to do it anyway. Whether it’s hitting publish on your next blog post, launching your podcast, or applying for that award, I’m here to remind you: apply for the damn award!This episode is sponsored by Mirakl AdsTimeline[00:00] – Reflecting on imposter syndrome after being named a National Retail Federation 2026 Top Retail Voice.[01:00] – Introducing Tall Poppy Syndrome and how it affects ambitious professionals.[02:15] – Understanding FOPO: the fear of other people’s opinions.[03:05] – Why applying for awards feels uncomfortable—and how to reframe it.[04:30] – My five practical steps for getting past FOPO and putting yourself out there:[06:00] – Access my Notion database of retail media industry awards to help plan your 2026 goals.[06:30] – Closing reflections and what’s coming next on the podcast.Links & ResourcesCheck out the full list of 2026 Retail Voices by NRF honoreesI have compiled a living database of awards relevant to the retail media industry, with dates, rules, and how to apply. You can access it here.The database is open-source: if you work for a company that hosts industry awards which are relevant for people & companies in the retail media & ecommerce space, please feel free to add your award (or update any out-of-date info I have here!)Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this 'Snips' episode, I’m adding commentary to clips of one of my favorite ecommerce podcasts: Cocktails & Commerce with Brian Walker and Bill Friend. These two industry veterans bring on some of the sharpest minds in digital commerce, and in this snippet, they’re joined by John Andrews, co-founder and CEO of Cimulate, a generative AI company focused on commerce platforms.If you’ve been seeing the term 'CommerceGPT' floating around and wondering what it actually means (like I was), this is the perfect primer. John breaks down the idea behind CommerceGPTs: what they are, how they might transform the way brands connect with customers, and why they could soon become the “brains” behind future retail experiences. We also hear fascinating insights into the rise of “answer engines” like ChatGPT and Perplexity, how they’ll change product discoverability, and what brands can do right now to stay visible in this new era of AI-driven commerce.This episode is sponsored by Mirakl AdsTimeline[01:00] – John Andrews explains the concept of a CommerceGPT and how it represents a new layer in the commerce technology stack.[02:15] – What it means for a model to truly “understand” customer behavior and use that knowledge to enhance shopping experiences.[03:00] – Imagining a focused AI model that knows everything about a product category or retailer (and uses it to drive smarter engagement).[05:00] – The rise of answer engines like ChatGPT and Perplexity, and what that means for product discoverability.[06:15] – How brands can position themselves to be seen by these AI systems, and why visibility will require new kinds of data accessibility.[08:05] – The future of “agent-to-agent commerce” — where AIs talk directly to each other to fulfill transactions.[09:30] – Brian Walker’s perspective on consumer trust, behavioral change, and how long it may take for AI-powered commerce to go mainstream.[11:15] – My takeaway: perfection isn’t the goal. Brands that experiment now will be best positioned for what’s next.Links & ResourcesListen to John Andrew's full Cocktails & Commerce episodeFor more info about CommerceGPTs check out Brian Walker's essay Surf’s Up! The Next Wave of Commerce is Here - Amplified and Shaped by AISubscribe to the Cocktails & Commerce podcast on SpotifySubscribe to the Cocktails & Commerce newsletter on SubstackRead my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingRead my article Meet The First Retail Media Federations & ConsortiumsFollow John Andrews, CEO and Co-Founder of Cimulate on LinkedInFollow Brian Walker from Cocktails & Commerce on LinkedInFollow Bill Friend from Cocktails & Commerce on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

Despite the buzz surrounding in-store retail media, most retailers are still struggling to move beyond the pilot phase. But Sam’s Club? They’ve done it, and done it well. After touring one of their clubs in Murfreesboro, Tennessee, with Harvey Ma, Head of Sam’s Club’s Member Access Platform, I witnessed firsthand how they’ve turned what’s typically a complex, fragmented endeavor into a well-oiled, data-driven ecosystem.In this episode, I break down exactly how Sam’s Club is scaling its in-store retail media efforts, uniting their teams, and rethinking the shopper experience. From tech-powered measurement to their innovative “Retail Experience Network,” Sam’s Club is setting a new benchmark for what in-store retail media can achieve. If you’ve been curious about how physical retail can deliver digital-level insights and measurable sales impact then this episode is for you.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[01:12] – Why most in-store retail media programs get stuck in pilot purgatory.[02:20] – The massive infrastructure and organizational hurdles that make scaling so tough.[02:43] – Sam’s Club’s early investment and the simple principle guiding their approach: advertising exists to sell more things.[03:07] – Introducing the “Retail Experience Network” and how it redefines in-store activations.[04:00] – Behind-the-scenes of Sam’s Club’s IndyCar sponsorship and what made it a success.[05:11] – How everyday tech like floor scrubbers and Scan & Go contribute to measurement and personalization.[07:00] – Rethinking Joint Business Planning (JBP): how Sam’s Club integrates media and merchandising conversations.[08:22] – A reality check on in-store media spend projections and why Sam’s Club’s model stands out.Links & ResourcesRead my full article in The Drum, Sam’s Club shows how in-store retail media should really workRead my article Best Buy Wants To Become An Ad Platform, Not Just Another RMNRead my article The Last Mile of America: Inside Austin Leonard's Plan For Dollar General Media NetworkRead my article Brian Monahan's 'Bloody Obvious' Bets Are Shaking Up Albertsons Media CollectiveSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

I’m a total podcast junkie, and today I’m bringing you another episode in my 'Snips' series, where I share bite-sized highlights from fascinating conversations and add my personal commentary. This one’s a crossover between Commerce Media Matters and Mind the Model, a newer podcast that’s quickly made its way into my regular rotation (find both shows under 'Links & Resources' below).The snips I’m sharing today tackle a fascinating and urgent question for our industry: What happens to a retailer’s data advantage when AI platforms like ChatGPT start processing transactions? Spoiler alert: the answer might not be as bleak as you think.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[01:07] – Who owns transaction data in an AI-driven world?[03:28] – Retailers gaining new data signals[04:15] – Losing exclusivity vs. gaining context[06:38] – Content as a competitive advantage[09:01] – Owning content, audience, and data[09:45] – Not all doom and gloomLinks & ResourcesListen to the Commerce Media Matters x Mind the Model crossover episode in full — AI: The New Face of CommerceSubscribe to Commerce Media MattersSubscribe to Mind the ModelRead my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingRead my article Ads in AI Are Older Than You ThinkSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

Last week, I got a first look at groundbreaking new research from EMARKETER and Bain that flips the retail media conversation on its head. Instead of surveying brands and media buyers, this study goes straight to the source, the leaders of Retail Media Networks (RMNs), to uncover their honest perspectives on what’s working, what’s not, and where the industry is headed next.In this episode, I unpack some of my personal highlights from the preview webinar. From the surprising honesty RMN leaders are showing about their measurement challenges, to their quiet anxiety about the impact of agentic AI on the retail media landscape. Simply put; we’re entering what I like to call the “awkward teenage years” of retail media. Plus, I draw a parallel between retail media’s growing pains and the iconic babyccino!This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] – A first look at new Bain & EMARKETER research that shifts the lens to RMN leaders.[01:00] – What the humble babyccino can teach us about growing up (and retail media’s maturing phase).[02:30] – Public confidence vs. private reality: the top challenges RMN leaders admit to behind the scenes.[03:00] – Measurement and attribution: why nearly half of RMNs say it’s their biggest hurdle.[03:30] – The “Retail Media Doom Loop” and how tech and talent gaps are keeping networks stuck.[05:00] – Agentic AI and GenAI search: the top disruptive forces worrying retail leaders.[06:00] – Bain’s Stephen Mewborn hints at new partnership models.[06:30] – Retail media growing up, facing scrutiny, and learning to move beyond trade dollars.Links & ResourcesWatch the EMARKETER & Bain webinar on demand, Retail Media, Unfiltered: What RMNs Told Us About Scaling, Struggling, and SucceedingRead my article The Retail Media Doom LoopRead my article The 3 Ways Agentic Commerce Could Destroy Retail MediaRead my article Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 1)Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In my recent LinkedIn Live with Andreas Reiffen, co-founder and CEO of adtech company Pentaleap, we dove into one of the most intriguing shifts happening in retail media right now: the rise of multi-retailer ad networks. This isn’t just about another layer of technology, it’s about simplifying one of the biggest pain points for brands and media buyers: the crushing complexity of managing ad spend across dozens of disconnected retailer systems.We explored how these syndicated and programmatic retail media models are reshaping the landscape. From Amazon’s new retail ad service with Macy’s, to Instacart’s Carrot Ads and Best Buy’s ambitions to become a true ad network. Andreas and I discussed the historical irony of retail media returning to its ad network roots (just with more sophisticated tech and better use of first-party retail data).If you’ve been wondering where retail media is heading next, this conversation is a must-listen.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:15] - The problem with fragmented retail media and the promise of multi-retailer networks[1:20] - Revisiting pre-Amazon ad network models and why they might be making a comeback[2:15] - Andreas on how programmatic buying could transform retail media[4:40] - Why even large CPGs hesitate to expand across multiple RMNs[6:45] - Amazon’s partnership with Macy’s and the emergence of three network models[7:23] - Instacart’s Carrot Ads and other players joining the race[8:35] - The irony of Amazon fixing the fragmentation problem it helped create[10:15] - How programmatic networks and direct retail relationships will likely coexistLinks & ResourcesWatch the full livestream replay on LinkedInFollow Andreas Reiffen on LinkedInRead my article Meet The First Retail Media Federations & ConsortiumsRead my article Best Buy Wants To Become An Ad Platform, Not Just Another RMNRead my article Underrated Ecommerce Metrics That Tell The Real StoryRead my article How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1)Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

We all know the usual suspects — ROAS, impressions, clicks — but what if the real indicators of retail media success are hiding in plain sight? In this episode, I ask four leading brand-side retail media experts a simple but revealing question: What’s the metric you’re obsessed with that everyone else seems to ignore?You’ll hear why one leader swapped vanity metrics for incrementality and household penetration. Another reveals an underrated email metric that shows exactly what’s resonating with customers. We’ll also explore how branded search volume can be a crystal ball for future growth, and why new-to-brand might just be your most important indicator of scalable success.If you’re ready to move beyond the same old KPIs and start measuring what really matters, this episode will broaden your perspective about retail media performance.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:00] – Why the most important retail media metrics might not be the ones you’re tracking[1:00] – The power of “Revenue Per Recipient” in email campaigns[2:00] – Turning influencers into brand ambassadors through “Posts Per Influencer”[2:39] – Why branded search volume is a powerful leading indicator of brand strength[4:25] – Why “New-to-Brand” reveals true growth, not just recycled buyers[5:30] – Measuring incrementality, household penetration, and long-term brand salienceLinks & ResourcesFollow Jyoti Malik, Senior Director of Ecommerce at Belkin on LinkedInFollow Kelsey Knight, Chief Commercial Officer at Slumberkins, on LinkedInFollow Neha Gupta Mallik, Head of Connected Commerce at Mizkan America, on LinkedInFollow Chris Lowrey, Brand Director at Our Home, on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

A few weeks ago, I sat down with Brian Monahan of Albertsons Media Collective, for a profile in The Drum. And let me tell you, Brian isn’t your typical corporate executive. He’s unfiltered, entrepreneurial, and not afraid to say what everyone else in retail media is only thinking.In this 'Snips' episode, I dive into some of the biggest insights from Brian’s recent appearance on The Snarketing Podcast, where he expanded on themes from our original conversation. Find links to my profile in The Drum and the full Snarketing episode under 'Links & Resources' below. I explore Brian's bold takes on where retail media really stands, why alignment between advertisers and retailers matters more than ever, and how Albertsons is experimenting with ideas that most leaders wouldn’t dare to pitch in their first 60 days. If you think you know what retail media looks like, Brian might just convince you to think again.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[1:12] - Brian’s bold claim: Retail media is the only medium where buyers and sellers share the same goal.[2:00] - Beyond ads: How gamified scavenger hunts and shoppable recipes could redefine in-store engagement.[3:26] - The big money challenge: Why most retail media networks are still living off trade and shopper budgets.[4:30] - The “do or die” moment: How retailers can tap into national brand dollars by integrating workflow and data.[6:00] - Rethinking brand equity: What retailers like Safeway and Acme can teach us about customer loyalty and trust.[7:27] - A bold experiment: Albertsons’ “BOGO for retail media” program that proves alignment with advertisers.[8:30] - Looking ahead: Why Brian Monahan is just getting started.Links & ResourcesListen to the full Snarketing episode, Ep 51: Brian Monahan - SVP at Albertsons Media CollectiveSubscribe to The Snarketing PodcastRead my profile in The Drum, This former Dentsu exec’s ‘bloody obvious’ bets are shaking up Albertsons Media CollectiveFollow Brian Monahan, SVP at Albertsons Media Collective, on LinkedInRead my article Trade vs. Retail Media: Who's Really Eating Whom?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

The retail world is buzzing over OpenAI’s new Instant Checkout. But here’s the big question: is it truly agentic commerce, or just another slick integration? In this episode, I break down the debate between definition purists and pragmatists, unpack what 'agentic' really means in the context of AI-assisted shopping, and explore why this conversation might be missing the real story.While the industry argues over semantics, I share why the ground beneath retail media’s most profitable foundation (its data) may already be shifting. From Walmart’s partnership with OpenAI, to new research showing that 78% of consumers have used AI for shopping in the past three months, the future of retail media is evolving fast. The real disruption might not come from autonomy definitions but from who owns the transaction data.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:12] – The new retail debate: what 'agentic commerce' really means and why everyone’s arguing about it.[1:28] – Mastercard’s definition of agentic commerce and why some analysts say ChatGPT’s checkout doesn’t qualify.[2:32] – The pragmatists’ view: seeing agentic commerce as a continuum of autonomy, not a binary state.[3:00] – Why the Instant Checkout still matters, and how it’s quietly reshaping data ownership between AI platforms and retailers.[4:30] – A refresher on the three pillars of retail media revenue: onsite, offsite, and in-store.[6:57] – Why offsite retail media might be the first domino to fall in an agentic commerce world.[8:19] – The Amazon vs. Barnes & Noble story from 1997 and what it teaches us about getting stuck in semantic debates.[9:15] – What retailers need to start doing now to prepare for AI intermediaries owning transaction data.[10:00] – Instant checkout may not be 'truly agentic,' but it’s already changing retail media forever.Links & ResourcesRead my article Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 1)Read Celeste Huang's article on WARC, Retail media growth momentum continues, set to lead in 2025Read Scot Wingo's articles on Retailgentic, Introducing the 5 Levels of Agentic Shopping Framework & ChatGPT Instant Checkout: Deep Dive Part I/IIIRead Acosta Group's article, AI is Retail’s New Gatekeeper: Personalization and Precision Marketing are Competitive Table StakesSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

Today I’m doing something a little different! Instead of my usual trends and insights, I’m sharing a clip from my recent guest appearance on Scot Wingo’s podcast, Retailgentech. Scott flipped the script and let me ask him about his career journey, his perspective on where retail is headed, and one of the biggest questions in e-commerce right now: How will large language models (LLMs) like ChatGPT make their money in the future?Will they follow the traditional ad-based route we’ve seen from Google and Facebook? Or will they build marketplaces and take a cut from transactions, as we’re starting to see with new initiatives from Walmart, Instacart, and DoorDash?In this conversation, we dive into how AI-driven commerce could reshape loyalty, customer ownership, and what it means to be a “merchant of record” in the next era of retail. Find the link to the full Retailgentic podcast below under 'Links & Resources'.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[1:01] – Will LLMs make money through ads, or through marketplaces?[1:30] – Scot breaks down ChatGPT’s “checkout” model and why he views it as a marketplace, not an affiliate system.[2:50] – How Google’s AI agent checkout experience compares and what that means for merchants.[3:00] – The retailer concern: will AI intermediaries cause commoditization?[4:00] – Why Scott believes this new wave of AI players won’t repeat the mistakes of Facebook–Google–Amazon. [6:00] – What it means for retailers to be the “merchant of record” and how that unlocks loyalty opportunities. [7:30] – The comeback of loyalty programs and non-price differentiators in retail. [8:30] – How omnichannel experiences and brand identity will help retailers stay relevant in the AI-driven marketplace era. [9:00] – Wrapping up: why the fundamentals of loyalty, differentiation, and customer connection still matter more than ever.Links & ResourcesListen to the full October 14, 2025 Retailgentic episode, Turning the Tables: Kiri Masters Interviews Scot Wingo on Agentic Commerce & AI ShoppingSubscribe to RetailgenticRead my article The 3 Ways Agentic Commerce Could Destroy Retail MediaRead my article Agentic Shopping Might Seem Crazy. So Did Self-Service Supermarkets.Follow Scot Wingo on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this episode, I start with a trip back to 1916, when Clarence Saunders launched the first self-service supermarket, Piggly Wiggly, and everyone thought it was a ridiculous idea. Customers serving themselves? Paying cash instead of running a tab? Madness. Yet, it reshaped retail forever.I use that story as a lens to explore today’s 'crazy-sounding' innovation: agentic shopping (AI agents shopping on our behalf). Drawing from retail analyst Andrew Lipsman’s critiques, I unpack why skepticism toward new retail tech is healthy, but can also blind us to early versions of world-changing ideas. From Webvan to Amazon to TikTok, I show how many 'failed' technologies weren’t wrong — they were just early.Then, I dig into what needs to align for AI-driven shopping to go mainstream: better tech, real consumer pain points, frictionless distribution, sustainable economics, and cultural trust. Will agentic shopping become the next self-service revolution, or just another voice commerce flop? Let’s find out.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] – The wild story of Clarence Saunders and how Piggly Wiggly reinvented grocery shopping.[02:05] – The lesson: the future doesn’t arrive by request, it’s created by those who rethink inefficiencies.[02:32] – Introducing today’s topic: why agentic shopping feels 'too weird' and why that’s familiar.[03:13] – Andrew Lipsman’s skeptical take: retail tech hype cycles and a graveyard of failed innovations.[04:17] – Why some 'failures' (like Webvan) were just early, not wrong — lessons from timing and execution.[05:12] – Amazon’s early struggles: when buying books online seemed absurd until it wasn’t.[07:24] – The TikTok lesson: from lip-syncing app to global phenomenon, how tech evolves beyond its first use case.[08:14] – My firsthand experiment: buying a lavender candle through ChatGPT’s instant checkout (clunky but promising!).[09:00] – What needs to align for agentic commerce to succeed: technology, pain, distribution, economics, and trust.[12:33] – Back to Piggly Wiggly: irrational innovations often look crazy, until they become inevitable.[13:28] – Final takeaway: better to prepare for possibility than assume limits based on early imperfections.Links & ResourcesRead my related article from Tuesday, I Got Prime Deals. Or Did I? Why Consumer Distrust Is AI Shopping's Real OpeningRead Andrew Lipsman's essay Agentic Commerce is a Collective HallucinationRead my article AI-Enabled Shopping Hits 74% AdoptionSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

When you think about retail media, you probably picture shoppers scrolling through Instacart or Walmart’s app. But what about the millions of Americans living far from big-box stores? That’s exactly where Dollar General sees its biggest opportunity. And Austin Leonard, just three months into leading the Dollar General Media Network (DGMN), is on a mission to redefine what 'the last mile' really means.In this episode, a recap of my recent article for The Drum (find the article link below under 'Links & Resources') I unpack how Dollar General is building the last mile of ecommerce for the last mile of America. I talk about how DGMN is leveraging 90 million shopper profiles, why rural customers are far more digitally engaged than the industry gives them credit for, and how data, delivery partnerships, and rigorous measurement standards are shaping a new kind of retail media network. Whether you’re a media buyer, retailer, or strategist, this conversation will challenge your assumptions about what’s possible outside urban markets.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] – Setting the stage: why Dollar General’s rural reach presents a massive untapped advertising opportunity.[01:08] – Austin Leonard’s background across Epsilon, Walmart, and eBay, and how that dual retailer–advertiser experience informs his DGMN strategy.[01:45] – The surprising data on DoorDash and Uber partnerships driving incremental customer acquisition. [02:15] – Changing perceptions: how Dollar General’s delivery offerings are attracting new audiences who once saw it as “just a dollar store.” [02:45] – Busting myths about rural shoppers’ digital habits, and why ad industry bias plays a role. [04:00] – Inside DGMN’s data infrastructure: building 90 million shopper profiles despite high cash transactions. [04:38] – A new standard for measurement: DGMN’s test-and-control methodology and push for transparency in retail media. [05:45] – Austin’s vision for the future: collaboration, standardization, and building the most innovative, shopper-centric retail media network in America.Links & ResourcesRead my original article on The Drum, Dollar General’s new media chief targets rural America’s ‘last mile’ ad oppFollow Austin Leonard, Vice President and General Manager of DG Media Network, on LinkedInRead my article, Shopper Marketing & Retail Media Goes Together Like PB&JSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

Last week, I fell into the hype of Amazon’s Big Deal Days. And as the boxes arrived on my doorstep, I couldn’t shake one uncomfortable thought: "did I actually get a deal?" In this episode, I unpack why online shopping feels less like convenience and more like detective work these days.From inflated list prices and contradictory product info, to fake reviews and ad overload, I explore the five major ways consumer trust has eroded in ecommerce, and why that’s opening the door for AI shopping agents to step in. Are tools like ChatGPT and Amazon’s Rufus the solution, or are we just trading one layer of trust for another? Tune in as I break down what’s really happening behind the checkout button and what the future of trustworthy shopping might look like.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] – Asking the uncomfortable question: did I actually get a deal? [01:00] – Why shopper satisfaction with Amazon’s Prime events is slipping [02:00] – The five big reasons trust has eroded in eCommerce [02:30] – Opaque pricing and the lawsuit accusing Amazon of fake discounts [03:00] – Inconsistent product information and hidden shopping costs [04:00] – Manipulated reviews and ad overload on retailer websites [05:00] – How AI shopping tools can handle the “detective work” for consumers [06:00] – The debate: Are AI shopping agents overhyped or essential? [07:00] – My frustrating hunt for the perfect winter boots and why trust matters [08:15] – How AI agents like ChatGPT, Perplexity, and Rufus can rebuild confidence [09:00] – Amazon vs. Walmart: two very different approaches to AI-assisted shopping [09:30] – Why AI shopping isn’t a gimmick — it’s a response to real consumer painLinks & ResourcesRead Andrew Lipsman's Media, Ads + Commerce newsletter piece, Agentic Commerce is a Collective HallucinationRead my article Is Retail Media Actually Kinda 'Mid'?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In today’s episode, I’m diving into one of the biggest challenges facing retail media today: measurement. Retailers may be racing to launch flashy new ad formats and in-store screens, but brands are asking for something far more fundamental — proof that their advertising dollars are working. Enter Cara Pratt, the new President of Global Retail and Media at Circana, who after just 90 days into her role is setting an ambitious agenda to restore trust and bring much-needed consistency to this $60 billion industry.Cara brings a unique perspective, having previously built Kroger’s retail media network from the inside. Now, with Circana’s acquisitions of Nielsen’s MMM business and NC Solutions, she’s championing a more transparent, faster, and accessible approach to measurement. From bridging the divide between trade and media to introducing real-time optimization through Circana’s Liquid Mix platform, Cara is making the case for why retail media needs a neutral arbiter to guide its future.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:25] – Introducing Cara Pratt and her new role at Circana[01:00] – The retail media measurement crisis and why it matters[02:00] – Circana’s acquisitions and what they mean for comprehensive measurement[03:30] – Democratizing measurement with Liquid Mix for smaller brands[05:00] – Bridging the divide between merchant and media teams[06:00] – Real-time optimization and why speed changes everything[07:30] – How Circana is positioned to solve retail media’s trust deficitLinks & ResourcesRead my original Forbes article How Circana’s Cara Pratt Plans To Fix Retail Media’s $60 Billion Measurement ProblemRead Circana's article Circana Completes Acquisition of Nielsen’s Marketing Mix Modeling BusinessRead my Forbes article Retail Media's Next Challenge: Proving Real ResultsRead my 2023 Forbes article Kroger's Cara Pratt On A Mission To End Reckless Retail Media SpendCircana's Liquid Mix platformFollow Cara Pratt, President, Global Retail & Media at Circana on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this episode, I break down some of the key insights from my recent op-ed for WARC on the state of retail media measurement standards. While there’s been progress with guidelines from the IAB and MRC, real adoption is still patchy, and the reasons why might surprise you.I explore why brands and retailers alike are struggling to align on measurement, the paradox of custom reporting requests, and why success will only come when the cost of fragmentation outweighs the comfort of the status quo. You’ll also hear what retail leaders at Albertsons, Dollar General, and Home Depot are saying about incrementality, identity resolution, and what “good” measurement actually looks like.Whether you’re a brand marketer, retail media practitioner, or just trying to make sense of the chaos, this episode will give you a sharper lens on what’s really blocking standardization — and where the industry needs to head next.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:52] - The paradox of brands demanding standardization while asking for custom metrics[02:18] - Why both brands and retailers share responsibility for slow adoption of standards[03:22] - Industry perspectives on incrementality and methodological consistency[04:47] - Why leading retail media networks resist 'dumbing down' to meet benchmarks[06:00] - Moving beyond ROAS: redefining success with Return on Marketing Objective (ROMO)[07:48] - The tech and identity infrastructure problem undermining measurement[09:15] - Why relationships with governing bodies like IAB and MRC matter for credibility[10:50] - My take on when standardization will actually happenLinks & ResourcesMy full WARC op-ed is free to access for the next 7 days, read it here - Retail Media Unpacked: Why retail media still lacks widely adopted measurement standardsRead my article Why Real-Time Bidding Is Retail Media's Next FrontierRead my article Retail Media Buyers Say They Want Transparency, Then Ask for ROASSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this 'Snips' episode, I dive into one of the biggest debates shaking up the commerce world: is retail media eating trade marketing, or is it the other way around? To unpack this, I analyse commentary from two industry leaders who see the collision from very different vantage points. James Taylor of Particular Audience makes a strong case that trade dollars are shifting into transparent, measurable retail media channels. Meanwhile, Troy Townsend of Zitcha argues the opposite: trade marketing isn’t being devoured, it’s simply evolving, and in fact, might end up absorbing retail media under its existing merchant structures. I have included links to the full episodes featuring James on the Particular Audience YouTube channel, and Troy on The Middlemen podcast under 'Links & Resources' below.Through their perspectives, I explore what this convergence really means for retailers, brands, and the people managing those ever-blurring budgets. Whatever team you're currently on, I believe this interplay reveals how the smartest players are building unified systems that bridge the two worlds.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] – Setting the stage: the tug-of-war between trade and retail media.[01:00] – James Taylor explains how supplier dollars are migrating into retail media, backed by Forrester data.[02:30] – Why transparency, attribution, and incrementality are pulling budgets away from traditional trade deals.[04:02] – Transition to Troy Townsend’s take: trade marketing isn’t dying, it’s modernizing.[05:15] – The 'shelf wobbler' story: why unifying physical and digital inventory matters more than ever.[07:45] – The internal friction between merchandising and retail media teams, and why organizational design is key.[08:30] – Troy’s prediction: long-term, merchant teams will own retail media.[09:00] – My closing thoughts: convergence, not competition, is where the future lies.Links & ResourcesWatch the full James Taylor presentation on the Particular Audience YouTube channel, How to Launch a Retail Media Network - MasterclassListen to full Troy Townsend episode on The Middlemen podcast, Trade is Eating Retail Media - Troy Townsend, CEO of ZitchaFollow James Taylor, CEO of Particular Audience on LinkedInFollow Troy Townsend, CEO of Zitcha on LinkedInRead my article Why 'Omnichannel' Misses the PointSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

When AI enters the shopping cart, does it really change how we buy or just how we think we buy? In this episode, I dig into new research from the IAB’s Connected Commerce Summit that reveals the gap between what shoppers say they’ll do versus what they actually do when AI tools guide their purchases.You’ll hear insights from my recent panel discussion with Adam Heimlich (CEO of Chalice AI), Amie Owen (Chief Commerce Officer at IPG Mediabrands), and Nicholas Ward (President of Koddi) as we unpack how AI is reshaping discovery, decision-making, and targeting in retail. From the fun of browsing beauty products to the tediousness of restocking household essentials, we explore where AI fits in, and where it still falls short.Whether you’re a brand marketer, retailer, or curious consumer, this episode will challenge how you think about AI’s role in the shopping journey, and what it takes to stay competitive as buyer behavior keeps evolving faster than your last campaign plan.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:00] - A storage unit disaster and the truth about what people say they want vs. what they actually do[1:30] - Introducing the IAB’s new “real shopping mission” AI study: 450 shoppers tracked in real time[2:36] - Will AI replace the traditional shopping journey? Panelists weigh in[3:45] - Fragmentation and walled gardens: are we entering the best or worst era of ad targeting?[5:20] - The Amazon effect and the risk of AI innovation being concentrated within a few big players[6:07] - Implementation headaches: what happens when your kid’s Alexa searches hijack your shopping feed[7:21] - What mid-tier brands can do to stay visible when AI narrows choices to just a few options[8:27] - The gap between consumer intent and reality: 95% of shoppers still double-check AI’s advice[9:22] - What to stop doing in the next 90 days: lessons from the panelists [10:33] - Why success now depends on showing up where shoppers actually are, not where they say they’ll beLinks & ResourcesNew IAB research 'When AI Guides the Shopping Journey' launches October 28th, register hereRead my article AI-Enabled Shopping Hits 74% AdoptionRead my article Retailer AI Assistants: Are Shoppers Actually Using Them?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

A year ago, many retail media teams were still questioning whether AI was just hype. Fast forward to today, and it’s become an indispensable part of day-to-day operations. In this episode, I asked brand leaders how their use of AI has evolved over the past year. Their answers reveal just how quickly experimentation has turned into real-world impact.From rewriting product listings and optimizing PDPs, to managing inboxes, surfacing keyword opportunities, brainstorming new ideas, and even creating brand-aligned GPTs — these leaders are proving that AI isn’t replacing the human touch, but amplifying it. If you’ve ever wondered how top brands are actually putting AI to work right now, this episode is packed with insights you won’t want to miss.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:42] - Neha Malik on using AI to refresh PDP content across major retailers[02:22] - Kelsey Knight shares how her team uses Fixer AI for inbox management and a custom GPT for brand-aligned creativity[05:20] - Chris Lowrey explains how AI helps surface new keyword opportunities and rebalance retail media spend[06:39] - Jyoti Malik describes how AI is now fully integrated into Belkin’s content creation process[07:52] - Wrapping up: AI as an essential tool that augments human judgment and scales creative executionLinks & ResourcesRead my article AI in real life: how retailers and brands are leveraging AI (real numbers)Follow Kelsey Knight, Chief Commercial Officer at Slumberkins, on LinkedInFollow Neha Gupta Mallik, Head of Connected Commerce at Mizkan America, on LinkedInFollow Chris Lowrey, Brand Director at Our Home, on LinkedInFollow Jyoti Malik, Senior Director of Ecommerce at Belkin on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn