Retail Media Breakfast Club

Last week I shared some of the hallway chatter from the RampUp conference. And in this episode, I’m emptying the rest of my notebook. One theme kept surfacing everywhere I turned: data collaboration. It wasn’t just a buzzword on stage; it was the real factor determining which retail media networks are winning brand budgets, which ones are falling behind, and who gets invited back next year.I walk through five of the most interesting insights — from how major CPG brands are scoring retail media networks against Google and Meta, to why platforms like DoorDash are climbing rapidly in media investment priority. I also unpack the growing push for self-service tools, the surprising complexity behind ad serving infrastructure, and what makes a customer event like RampUp genuinely impactful.If you work in retail media, brand marketing, or commerce media strategy, these observations offer a behind-the-scenes look at how the industry is evolving right now (and where the next wave of investment is headed).This episode is sponsored by Mirakl AdsTimeline[00:12] – Why data collaboration was the defining theme across sessions, panels, and hallway conversations at RampUp.[00:43] – How major CPG brands are using structured scorecards and investment matrices to rank retail media networks.[02:37] – Inside the panel I moderated: how DoorDash moved from a small test budget to a priority media channel for brands.[05:45] – Why CPG brands are pushing retailers toward self-service media platforms and how data access is driving that demand.[07:30] – The hidden operational complexity of retail media networks, including why some organizations run multiple ad servers.[09:03] – What LiveRamp’s RampUp event gets right—and why it’s becoming a blueprint for industry customer events.Links & ResourcesMy RampUp hallway convo recap from last week: "We're All Holding Our Breath"Read my related articles:Inside Mars's Retail Media Investment MatrixRetail Media's Next Challenge: Proving Real ResultsDark Search, Broken Signals, and What Comes Next for Retail MediaJoin me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Last week at the LiveRamp RampUp conference, I moderated a panel with DoorDash Ads’ Peter Giordano and Nestlé’s Nicole Lesinski. The conversation revealed something that a lot of retail media networks have been wondering about: how big CPG brands actually decide where their retail media dollars go.In this episode, I break down Nicole’s candid explanation of how Nestlé ranks and evaluates retail media networks (using a structured grid that compares retailers not only to each other but also to giants like Google and Meta). I also unpack why measurement and incrementality are still major hurdles internally at even the largest brands, and how new testing approaches are helping teams make the case for more commerce media investment.This episode is sponsored by Mirakl AdsTimeline[00:00] – I recap a panel I moderated at LiveRamp’s RampUp conference with DoorDash Ads and Nestlé’s frozen division.[01:05] – Nestlé’s “rank and stack” approach: how the company evaluates retail media networks using a capability and scale grid.[01:32] – Why retail media networks are actually competing with Google and Meta for budget (not just other retailers).[02:15] – The pressure inside large CPGs to justify every media dollar with clear sales attribution.[03:09] – DoorDash’s “ghost ads” incrementality testing method and why it matters for internal credibility.[04:48] – How DoorDash moved from “pennies” in Nestlé’s budget to becoming a leader in their retail media investment.Links & ResourcesFollow Nicole Lesinski, Director of Ecommerce Strategy at Nestlé, on LinkedInFollow Peter Giordano from DoorDash Ads on LinkedInRead my related articles:“We’re all holding our breath” [Recap of RampUp 2026]Brands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Why Brands Are Building Their Own Operating Systems On Top Of Retail MediaInside Mars's Retail Media Investment MatrixChallenger Brands: Being Heavy On  Sponsored Products Is a Feature, Not a BugJoin me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

In episode 2 of this four-part Agentic Commerce Expert Series (sponsored by Mirakl Ads), we explore how AI is quietly reshaping the way consumers shop online, and why that shift could fundamentally change the role of the product detail page (PDP). As more shoppers use LLMs like ChatGPT to research products before ever visiting a retailer’s site, they’re increasingly landing directly on a single product page with their decision already made. That means fewer browsing moments, fewer signals, and potentially big implications for retail media.I’m joined once again by Amelia Van Camp, Head of Agentic Commerce at Mirakl, to unpack what this new “AI-shaped” shopping journey means for retailers and brands. We discuss why the PDP might effectively become the new homepage, how retailers can design better onsite experiences for these shortened journeys, and why tactics like sampling, loyalty programs, and smart product adjacencies could become more important than ever.This episode is sponsored by Mirakl AdsTimeline[00:00] – I introduce the idea that in an AI-driven shopping journey, the product detail page may effectively become the new homepage.[01:00] – I share my own shopping experience researching a product in ChatGPT and going straight from research to a PDP and checkout.[02:25] – Amelia explains why retailers should rethink PDPs as “mini homepages” when traffic comes from LLMs and AI assistants.[03:06] – We discuss designing the ideal shopper journey when a customer lands directly on a product page.[04:27] – I talk about opportunities like upsells, sampling, and post-purchase engagement without overloading the user experience.[05:11] – Amelia explains how shorter journeys could disrupt traditional retail media signals and why experimentation is essential.[06:40] – We explore why loyalty programs may be making a comeback in an AI-driven commerce environment.Links & ResourcesPart 1 of this series: Discovery Has Moved Upstream. Here's What That Means for Retailers.Download Mirakl's agentic commerce white paper: Why marketplaces & dropship platforms win in the agentic commerce eraFollow Amelia Van Camp, Head of Agentic Commerce at Mirakl, on LinkedInRead my related articles:Why OpenAI's Ad Network Should Concern RMNs‘Dark Search’ Is Making AI-Facilitated Commerce Look Smaller Than It Really IsWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingJoin me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Today I'm recapping a recent article I published on The Drum and digging into some of the ethical dilemmas emerging inside the retail media industry. The conversation was sparked by a very public campaign from my former boss, Jared Belsky, CEO of Acadia, challenging agencies to return media rebates to clients. If traditional media has ethical gray areas around incentives and transparency, what does the retail media version look like?Retail media has built its reputation on transparency, performance measurement, and closed-loop attribution. But as the dollars grow and the ecosystem matures, new tensions are surfacing. I explore five ethical challenges: from brands funding their own competition to agency incentives, consulting projections, industry echo chambers, and the subtle influence of corporate hospitality. If retail media wants to maintain its reputation as the “cleaner” alternative to traditional advertising, these are the questions the industry needs to confront.This episode is sponsored by Mirakl AdsTimeline[00:00] – What are the ethical dilemmas in retail media?[01:33] – How private label products benefit from retail media systems funded by national brands.[03:15] – How retail media deals and perks can quietly tilt the playing field toward larger agencies and brands.[06:36] – Consultants selling the retail media dream: when hockey-stick projections collide with operational reality.[08:30] – Industry events with retailers, consultants, and vendors, but too few brand voices.[09:00] – Corporate hospitality and influence: from cabanas at Cannes, to the broader question of where investment should really go.Links & ResourcesMy full post on The Drum: Retail media’s dirty laundry: What skeletons are hiding in the closet?Jared Belsky in Adweek: Why I Returned Six-Figures in Media Rebates To Clients In 2025Follow Jared Belsky, CEO of Acadia, on LinkedInRead my related articles:Whoever Owns the Budget Determines What Retail Media Is Allowed to BeBrands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Why Brands Are Building Their Own Operating Systems On Top Of Retail MediaJoin me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

I just got back from LiveRamp’s RampUp conference, one of the most interesting gatherings in commerce media right now. If you work in retail media, data collaboration, or advertising measurement, this event has become a must-watch moment for where the industry is heading. In 2026, the big theme running through the conference halls was offsite retail media and the role of first-party data. But the real insights came from the hallway conversations.I grabbed a few industry peers and asked them for their honest takeaways from RampUp. We talked about the AI inflection point everyone is feeling, the uncertainty around agentic AI, the real pace of disruption in retail media, and why data might still be the industry’s biggest missed opportunity. If you want a quick pulse check on how leaders across the ecosystem are thinking about what’s next, this episode gives you exactly that.This episode is sponsored by Mirakl AdsTimeline[00:00] – My overview of RampUp 2026 and why first-party data and offsite retail media dominated the conversation.[01:00] – Ian Simpson (Sensor Tower) shares why the industry feels like it’s at a strange AI inflection point, with excitement, uncertainty, and plenty of unanswered questions.[02:15] – The vibe shift from two years ago: instead of scrambling to solve the cookie-less future, many companies now feel like they’re “holding their breath” waiting to see what happens next.[02:45] – Sean Crawford (SMG North America) weighs in on agentic AI and why it’s unlikely to disrupt retail media or shopping behavior overnight.[04:00] – Nicole Lesinski (Nestlé USA) talks about collaborating with partners like DoorDash and how brands are using data clean rooms to turn insights into action.[07:00] – Praveen Menon explains how AI could eventually transform media planning, making it possible to test and execute strategies in minutes instead of days.Links & ResourcesFollow Nicole Lesinski, E-Commerce Strategy Lead, Frozen Division, Nestle USA, on LinkedInFollow Praveen Menon, former Senior Director of Product Management, Bridg, on LinkedInFollow Sean Crawford, Managing Director, SMG North America, on LinkedInFollow Ian Simpson, SVP of Innovation & Strategy, Sensor Tower on LinkedInRead my related articles:Dark Search, Broken Signals, and What Comes Next for Retail MediaWhy OpenAI's Ad Network Should Concern RMNsRufus Is Already Reshaping How Amazon Shoppers DecideJoin me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Retail media networks want brand dollars — that part isn’t new. But what is new (and honestly, under-discussed) is the uncomfortable reality that many brands are structurally incapable of spending those dollars through retail media… even when they want to.In this episode of Retail Media Breakfast Club, I’m sharing highlights from my recent LinkedIn Live with Jordan Witmer of Salt XC. We unpack what really happens when retail media networks go after brand marketing budgets. And why the biggest barrier isn’t capability or demand: it’s internal budget ownership, misaligned KPIs, and wildly different definitions of “credible reporting.” If you’ve ever wondered why retail media feels like a slam dunk in one meeting and a total mismatch in another, this conversation will connect the dots!This episode is sponsored by Mirakl AdsTimeline[00:22] – What actually happens when retail media networks come calling for brand budgets?[01:03] – The single strongest predictor of how a brand will evaluate retail media: who owns the budget.[01:47] – The friction between sales teams and brand media teams, and why “streaming that goes everywhere” creates tension.[02:23] – The infamous brief: “Build awareness and drive sales.” Why vague objectives lead to what Jordan calls “franking campaigns.”[04:45] – What “credible reporting” really means, and why that definition completely changes depending on who you're talking to.[06:45] – How platforms like Meta cemented themselves in brand budgets, and what retail media networks can learn from their approach.Links & ResourcesWatch the full replay of my LinkedIn Live with Jordan Witmer of Salt XCLearn about Salt XCFollow Jordan Witmer on LinkedInRead my related articles:How Can RMNs Tap Upper-Funnel Brand BudgetsBrands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Why ROAS Refuses To DieAtlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

LLMs aren’t just answering questions anymore: they’re becoming the very first step of the shopping journey. In the kickoff episode of this four-part Agentic Commerce Expert Series (sponsored by Mirakl Ads), I sit down with Amelia Van Camp, Head of Agentic Commerce at Mirakl, to unpack what’s really happening as product discovery moves upstream into AI assistants.We get into what consumers are actually doing inside LLMs today, why 'discovery' now looks completely different from traditional search, and what retailers should prioritize before launching their own shiny AI shopping assistants. If AI agents are scraping your product pages and deciding what to recommend, the real question is: do they trust your data? This episode breaks down how ranking, trust, intent-based attributes, and Generative Engine Optimization (GEO) are reshaping the rules of retail.This episode is sponsored by Mirakl AdsTimeline[00:00] – Why LLMs are becoming the first step of shopping, and what that means for retailers [00:45] – Amelia’s role as Head of Agentic Commerce and how Mirakl is approaching AI-first commerce [02:45] – The data behind AI-assisted shopping (including in-store usage) [05:09] – What makes LLM-based discovery fundamentally different from traditional advertising and search [06:45] – What AI agents actually look for on your product pages (and why trust is everything) [08:59] – Intent-based attributes, GEO (Generative Engine Optimization), and how to optimize for AI-driven ranking [10:45] – Why retail sites won’t die despite the fact that decision-making has officially moved upstreamLinks & ResourcesDownload Mirakl's agentic commerce white paper: Why marketplaces & dropship platforms win in the agentic commerce eraFollow Amelia Van Camp, Head of Agentic Commerce at Mirakl, on LinkedInRead my related articles:Why OpenAI's Ad Network Should Concern RMNs‘Dark Search’ Is Making AI-Facilitated Commerce Look Smaller Than It Really IsWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingAtlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

I wasn’t expecting a transatlantic debate when I published a piece about Sam's Club’s in-store retail media success. But what followed was a lively pushback from European retail media leaders who argued that in-store has been operating at scale in their markets for years. That sparked a much bigger question: Are US retail media networks behind in physical formats, or are these markets fundamentally different?This episode is a summary of my recent article for The Drum, in which I break down the critical structural and organizational differences between US and EU retail media operations. From regulation and budget flows, to ecommerce penetration and store density, I unpack why both sides are right, and why understanding these nuances matters if you want to build a smarter retail media strategy in 2026 and beyond.This episode is sponsored by Mirakl AdsTimeline[00:00] – The unexpected controversy after I published my piece on Sam’s Club’s in-store retail media performance.[01:08] – Why in-store represents just 3.3% of US retail media spend (excluding Amazon), and how that compares to Europe.[02:30] – The five hard structural barriers shaping US vs EU retail media.[02:54] – The impact of the Robinson-Patman Act on trade budgets vs retail media budgets in the US.[05:49] – How GDPR and stricter European privacy laws influence data monetization and offsite audience extension.[06:45] – Store density, geography, and why in-store screen economics look very different in Europe versus suburban America.Links & ResourcesMy full post on The Drum: Kiri Masters: The critical differences in US and EU retail media operations you need to understandDrew Cashmore's Retail Media Leapfrog Series: What Europe can Teach the World about Retail Media and Trade, Shopper, Brand. All One Big Bucket of MoneyRead my related articles:Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did ItThree Companies Monetizing Moments That Most Retailers IgnoreWhy OpenAI's Ad Network Should Concern RMNsAtlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Tom I’m sharing highlights from a conversation I had on the Retailgentic podcast with Scot Wingo, one of the sharpest thinkers tracking agentic commerce and how AI is reshaping the shopping journey. I’ve spent plenty of time talking about the threats AI-enabled shopping poses to retail media — compressed journeys, fewer page views, shrinking onsite inventory — but in this conversation, we go deeper. What happens next?We unpack what Retail Media 3.0 could actually look like. From collaborative bidding between brands and retailers, to new AI-driven ad surfaces inside tools like Gemini and Rufus, to the promise (and risks) of contextual targeting inside LLMs: this could be the moment retail media stops feeling like margin extraction and starts becoming a true win-win. If brands and retailers are willing to rethink the model, this may just be the best era of retail media yet.This episode is sponsored by Mirakl AdsTimeline[00:00] – Why agentic commerce is reshaping everything we thought we knew about the shopping journey.[01:08] – Are AI shopping agents just customer support tools, or are they about to fundamentally change product discovery and accelerate shoppers straight to PDPs?[02:15] – The uncomfortable truth: some retail media budgets feel like margin extraction. What has to change to create real brand–retailer alignment?[04:49] – Collaborative bidding explained: how brands like Maytag and retailers like Lowe’s can jointly fund ads, and why this model could become even more important in AI environments.[06:08] – The ad tech enabling collaborative retail media (including Symbiosys and Ampd) and what’s happening behind the scenes operationally.[08:15] – Contextual targeting vs. “creepy” behavioral targeting: why I’m hoping AI models learn to target the query (rather than the shopper) and what that means for Retail Media 3.0.Links & ResourcesWatch the Retailgentic epsiode in full: Kiri Master's Round 2: The Ad Wars Come to Agentic CommerceSubscribe to Retailgentic on YouTube and Apple PodcastsFollow Scot Wingo on LinkedInRead my related articles:Dark Search, Broken Signals, and What Comes Next for Retail MediaWhy OpenAI's Ad Network Should Concern RMNsRufus Is Already Reshaping How Amazon Shoppers DecideAtlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Every parent has drawn a line in the sand and declared war on screen time… until 5:00 PM hits and the iPad comes flying in to remedy a meltdown so you can make dinner. That’s exactly what’s happening with ROAS in retail media. We all agree it’s flawed. We all agree it’s incomplete. And yet, we keep going back on our word and using it as a gold standard.In this episode, I unpack new research from adtech publication ADOTAT that puts hard numbers behind what many of us already feel: brands don’t trust retail media measurement, but budgets continue to climb anyway. I break down the incentive structures keeping ROAS alive, the uncomfortable truth about incrementality testing, and what top-performing brands are doing differently to escape the trap. If you’ve ever questioned whether your retail media measurement is actually telling you the truth, this one’s for you.This episode is sponsored by Mirakl AdsTimeline[00:00] – Why ROAS is like screen time for parents: we say we’ll cut back… but we don’t.[01:00] – Media buyers are frustrated with RMN measurement — so why are budgets still growing?[02:10] – The collective action problem keeping ROAS firmly in place.[03:15] – Why CFOs love ROAS (and why incrementality struggles to compete).[05:30] – In defense of ROAS: when it’s 'good enough' and why incrementality doesn’t always pan out.[07:10] – What will actually kill ROAS? The brands building their own measurement operating systems.Links & ResourcesCheck out the full Retail Media Research Report from ADOTAT (free for ADOTAT+ subscribers)From ‘Fame and Distribution’ to ‘Gaming Attribution’ by Andrew LipsmanRead my related articles:The Retail Media Buffet Has Gotten A Lot Less EnticingWhat Big Agencies Believe About Retail MediaShould We Really Care What Consumers Think About Retail Media Ads?Join me and Jordan Witmer from Salt XC at 11am ET Friday Feb 27, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Last week, a viral report predicting an AI-driven economic collapse rattled financial markets. And honestly, I understand why it spread so fast. The 2028 Global Intelligence Crisis paints a clean, compelling doom narrative: AI replaces white-collar workers, consumers disappear, and the economy collapses under its own automation. But I think that story is dangerously incomplete.In this episode, I break down Eric Seufert’s powerful counter-argument outlined in his new podcast series, The Prosperous Society, which showcases the AI bull case for advertising and the digital economy. I share snippets from Part 1: The Primacy of Distribution and add commentary about why AI may be deflationary for production but inflationary for distribution, why advertising isn’t about creating demand but routing it, and what this means for retail media in a world of AI shopping agents. If you work in retail media, commerce media, ad tech, or digital advertising strategy, this is a POV you need to hear.This episode is sponsored by Mirakl AdsTimeline[00:00] – The viral 2028 Global Intelligence Crisis report and why its AI doomer thesis spread so quickly[01:00] – Introducing Eric Seufert and his AI bull case for the digital economy[02:15] – Advertising as demand routing, not demand creation, and why this distinction matters[04:00] – How targeting shifts the value distribution and drives profitable user economics[08:02] – AI is deflationary for production but inflationary for distribution[10:15] – In an agentic commerce world, someone still controls the catalog (and allocation equals advertising)Links & ResourcesThe 2028 Global Intelligence Crisis report by Citrini ResearchThe Prosperous Society, Part 1: The Primacy of Distribution, by Eric SeufortFollow Eric Seufert on LinkedInRead my related articles:While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting'The Biggest Change in My Lifetime' — Marketecture CSO on AI ShoppingDark Search, Broken Signals, and What Comes Next for Retail MediaAI Is Claiming Browsing Behavior.  Commerce Media Must Compete On Its Data AdvantageI Really, Really Hoped That Ads in AI Wouldn't Suck. Now We Find Out.Join me and Jordan Witmer from Salt XC at 11am ET Thursday Feb 27, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Every major disruption in retail follows the same pattern: a constraint gets removed, customers win, and the incumbent’s profit engine breaks. In this episode, I connect the dots between past retail revolutions and what’s unfolding right now with AI-enabled shopping. We’re watching browsing behavior disappear, signals degrade, and measurement stories get fuzzier — and that has major implications for retail media.I unpack the rise of 'dark search' and 'dark intent,' share real-world examples (including one of my own recent purchase journeys), and break down four practical moves retailers and media buyers should be making today. This isn’t about declaring retail media dead. It’s about recognizing that the ground is shifting, and understanding what comes next.This episode is sponsored by Mirakl AdsTimeline[00:00] – The pattern behind every major retail disruption, and why retail media’s profit engine may be next at risk.[01:25] – How AI-enabled shopping changes the purchase journey (and what retailers lose when research happens inside LLMs).[02:30] – Defining 'dark search' and 'dark intent' and why retailers may be blind to shopper decision-making.[04:07] – Four strategic moves retailers and media buyers should make now, starting with going where inspiration begins.[06:15] – Rethinking the product detail page for the LLM-driven shopper journey.[07:27] – Why physical stores may be the most defensible asset in the retail media stack.Links & ResourcesCheck out The Retail Pulse Report newsletter by Nikki Baird, VP of strategy and product at Aptos: Retail Pulse Report: Who Knows What Your Customers Want? Not You.Read my related articles:‘Dark Search’ Is Making AI-Facilitated Commerce Look Smaller Than It Really IsWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingWhy OpenAI's Ad Network Should Concern RMNs'The Biggest Change in My Lifetime' — Marketecture CSO on AI Shopping7 Ways to Break the Retail Media Doom LoopThe 3 Ways Agentic Commerce Could Destroy Retail MediaWhy Agentic Shopping Poses an Existential Threat to Retail Media (Part 1)Join me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Today I’m diving into one of the biggest debates in retail media right now: brands are demanding standardization, and retailers are saying it’s not that simple. So… do they kind of have a point?Using a bolognese sauce analogy (stay with me!), I unpack why every retail media network has its own 'recipe' for measurement, reporting, and ad offerings, and why that might not be entirely by accident. We’ll explore the real reasons behind the resistance to standardization, the tension around transparency and comparability, and what brands and retailers should actually be focusing on as retail media growth begins to cool. If measurement, incrementality, ROAS, and retail media investment strategy are on your mind, this one’s for you.This episode is sponsored by Mirakl AdsTimeline[00:00] – Why retail media networks are like bolognese sauce: same dish, wildly different recipes.[01:05] – How retailers built their tech stacks, and why many weren’t designed for modern retail media.[02:15] – Brands are voting with their wallets: why most only invest in 6–8 RMNs despite the dozens that are available.[03:15] – Why specialty retailers push back on standardization (and why Amazon and Walmart aren’t the right comparison).[04:20] – The technical and economic realities holding retailers back from upgrading measurement systems.[07:00] – Are brands part of the problem? Custom metrics, attribution windows, and internal misalignment.[08:45] – What brand surveys really say about measurement, profitability, and standardization priorities.[09:15] – The path forward: focusing on business outcomes over perfect comparability.Links & ResourcesThe bi-annual Sponsored Products Benchmark reports from PentaleapAndrew Lipsman's piece, The Argument for Retail Media Isn’t “Performance”—It’s Marketing EffectivenessRead my related articles:The Other Side of the Story: Why Retailers Struggle with Media Measurement & StandardizationRetail Media Unpacked: Why retail media still lacks widely adopted measurement standardsInterview with Melanie Babcock, the former head of Home Depot’s Orange Apron Media, on ForbesJoin me and Jordan Witmer from Salt XC at 11am ET Friday Feb 27, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, Feb 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

I’ve been ringing the bell about AI disrupting retail media for a while now. The pushback I keep hearing is, “Show me the traffic.” And yes, when you look at last-click data, less than 1% of retailer traffic is coming from ChatGPT. So… what’s the big deal?I recently joined I joined Destaney Wishon on the Better Advertising Podcast to break down why that 1% number is deeply misleading, and why AI’s influence is already reshaping retail media in ways we simply aren’t measuring yet. In today's episode, a snippet from my conversation with Destaney, we unpack the 'dark search' phenomenon, contextual ad experiences inside LLMs, collaborative bidding models between brands and retailers, and why discovery — not checkout — is the real disruption. If you care about retail media data, audience targeting, and where ad dollars go next, this conversation is going to make you think differently!This episode is sponsored by Mirakl AdsTimeline[00:00] – The 1% myth: Why AI traffic looks tiny and why we're looking at the wrong metric[00:30] – “Dark Search” explained: How LLMs influence purchases without sending clicks[01:30] – The optimistic view: What ads inside AI could look like (and why they don’t have to be disruptive) [02:00] – Context is king: Why LLM relevance could outperform traditional retail media [06:15] – Collaborative bidding between brands and retailers inside AI environments [09:23] – The real disruption: AI shifting discovery away from retailer.com — and what that means for retail media dataLinks & ResourcesWatch my full conversation with Destaney Wishon on the Better Advertising podcast: Is Retail Media Ready for AI Ads?Subscribe to Better Advertising on YouTube and Apple PodcastsFollow Destaney Wishon on LinkedInMalte Landwehr, CPO and CMO of Peec AI, explains his 'Dark Search' thesis on LinkedInRead my related articles:AI Is Claiming Browsing Behavior. Commerce Media Must Compete On Its Data Advantage7 Ways to Break the Retail Media Doom LoopJoin me and Jordan Witmer from Salt XC at 11am ET Friday Feb 27, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, Feb 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

A year ago, just 7% of website referrals to U.S. retailer sites came from ChatGPT. By October 2025, that number had more than doubled to 16%. And it’s not just ecommerce: nearly one in five shoppers used LLMs like ChatGPT, Gemini, or Perplexity while shopping in-store over Thanksgiving weekend last year. That’s not a trend. That’s a shift.In this episode, an expansion on a recent piece I wrote for The Drum, I share a personal story about how AI completely reshaped my own purchase journey (yes, it involves a Shark hair tool and zero browsing on a retailer site!). Then I break down what this “cosmic reset” means for retail media networks. If AI is claiming the early shopping journey, how do commerce media players compete? I walk through four strategic moves retailers must make now to protect their data advantage, strengthen their media moat, and win in an AI-shaped shopping world.This episode is sponsored by Mirakl AdsTimeline[00:00] – ChatGPT referrals to retailer sites double in a year, and 18% of shoppers use LLMs in-store.[01:22] – My “hair rut” story: How AI replaced my browsing and narrowed my purchase to one SKU.[02:51] – The real problem: Fewer signals, fewer surfaces, and less sponsored product exposure.[04:23] – Strategy #1: Fueling the inspiration stage with offsite commerce media.[07:15] – Strategy #2: Data collaboration and clean room partnerships across commerce networks.[08:45] – Strategy #3 & #4: Product truth as a media lever, and why in-store is the most defensible arena.Links & ResourcesCheck out my full article on The Drum: Kiri Masters: Retailers, here’s how your media network can still thrive in an AI-shopping eraRead my related articles:Why OpenAI's Ad Network Should Concern RMNsRetail Media's Measurement Problem: It's Not Just the RetailersWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting'The Biggest Change in My Lifetime' — Marketecture CSO on AI Shopping7 Ways to Break the Retail Media Doom LoopJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Here’s a riddle for you: what’s ugly, chaotic, color-coded, constantly changing but absolutely essential? If you guessed the family calendar, you’re correct. But I’m also talking about how brands are managing retail media in 2026.Today I unpack why the best-performing brands have stopped waiting for retailers to hand them a clean, unified dashboard, and are instead building their own operating systems on top of retail media networks. Drawing on fresh data from the fifth annual Stratably × Skai State of Retail Media report, I break down the widening gap between brands that are designing systems versus those still juggling platforms. I discuss measurement, incrementality, closed-loop attribution, retail media DSPs, and why only 12% of brands have truly integrated media and commerce data. If you’re still logging into eight dashboards and hoping your spreadsheet holds, this one’s for you!This episode is sponsored by Mirakl AdsTimeline[00:00] – The 'family calendar' riddle and why it perfectly describes retail media management today[01:15] – Inside the State of Retail Media report: 166 marketers, 40 interviews, and a growing systems gap[02:12] – The big numbers: 77% want better cross-network measurement, 68% want operational efficiency, and 52% are shifting budgets to retail media DSPs[03:16] – The 12% stat that should make you uncomfortable: integrating media spend with commerce data[04:00] – Why retail media measurement standards exist (but infrastructure fragmentation is still the real blocker)[06:30] – Retailers’ scaling problem, long-tail advertisers, and why brands are building self-serve control layers[08:00] – My spicy take: stop asking “Which retail media network should I add next?” and start asking “What system am I building?”Links & ResourcesDownload the fifth annual Stratably × Skai State of Retail Media report from Skai’s website here.Read my related articles:The Case for the ‘Long Tail’ of Retail Media NetworksRetail Media's Measurement Problem: It's Not Just the RetailersHow Can RMNs Tap Upper-Funnel Brand BudgetsJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

I really, really hoped that ads in AI wouldn’t suck. And now… we’re starting to find out.In this episode, I break down what we’ve learned about how ads are actually showing up inside ChatGPT, following a recent interview with OpenAI’s advertising lead Asad Awan. I share instances where my earlier (admittedly optimistic) predictions were right, what genuinely surprised me, and my concerns, especially if you care about retail media, first-party data, and the future of shopper marketing.Listen to learn about the architectural separation between ads and the model, contextual targeting vs. surveillance tracking, the “one good ad is enough” philosophy, and what happens when ad surfaces move upstream of the retailer. Most importantly: will AI ads avoid the retail media doom loop, or are we watching it form in real time?This episode is sponsored by Mirakl AdsTimeline[00:00] – Why my City Hall wedding perfectly explains how ads creep into trusted environments.[01:01] – The OpenAI interview that reveals how ads work inside ChatGPT and why it matters.[02:30] – The hard wall between the model and the ad layer (and why it's better than I expected).[05:00] – “One good ad is enough” vs. the saturation playbook of traditional retail media.[06:00] – The rise of algorithmic, agentic advertising, and why my Spidey sense is tingling.[08:35] – The real threat to retail media: AI as a high-intent ad surface upstream of the retailer.[10:30] – AI agents facilitating purchases behind the scenes, and what that means for first-party data.[11:45] – The year-three test: will revenue pressure break the wall between ads and the model?Links & ResourcesWatch the full interview with Asad Awan on The OpenAI PodcastSubscribe to Debra Aho Williamson's The AI Ads Economy newsletter on Substack or on LinkedInRead my related articles:Maybe Ads in AI Don't Have To Suck?ChatGPT Ads Are Here. I'm Not Panicking.Should Your Industry Advertise in AI Media in 2026?Why OpenAI's Ad Network Should Concern RMNsJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

When in-store retail media is done right, it can deliver something digital ads simply can’t: a multisensory brand experience that drives immediate sales and long-term brand recall. In this episode, I’m sharing highlights from my recent LinkedIn Live  with Jordan Witmer from the agency SALT, where we dug into what’s really possible with experiential in-store activations, and why so few brands are fully taking advantage of them.Jordan brings a rare, well-rounded perspective, having spent years on the brand side before moving onto agency side leadership. We talk candidly about why in-store activations in the U.S. often fall flat, how brands are leaving value on the table, and the real reason these high-impact experiences struggle to get funded. If you’re a brand or retail media leader trying to balance short-term ROI with long-term brand building, this conversation is for you.This episode is sponsored by Mirakl AdsTimeline[00:00] Why in-store experiential activations deliver value that sponsored products and display ads can’t[01:00] The gap between what’s possible in-store and what’s actually happening in the U.S.[02:30] How experiential activations drive both immediate POS lift and long-term brand recall[03:15] Data that proves experiential marketing deepens brand connection and drives purchase[04:00] Inside the Topo Chico Target activation that drove 3X same-store sales growth[06:30] The real challenge: measuring ROAS and funding experiential retail media across siloed budgetsLinks & ResourcesListen to the full replay of my conversation with JordanLearn more about SALTFollow Jordan Witmer on LinkedInRead my related articles:Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did ItThree Companies Monetizing Moments That Most Retailers IgnoreIt’s Time To End Retail Media “Versus” Organic SearchJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

A couple of weeks ago, OpenAI quietly made one of the most important announcements for the retail media industry, and I don’t think we’re fully reckoning with what it means yet. In this recap of my January 20 article for The Drum, I break down why OpenAI testing ads inside ChatGPT responses isn’t just an interesting experiment, but a signal that the foundations of retail media are already shifting. Let me be clear: this isn’t a doomsday episode! Retail media isn’t dead, but it does need to evolve. I walk through why AI-enabled shopping is fundamentally different from past hype cycles, how consumer trust and behavior are changing faster than we expect, and where retail media networks are most exposed — and most defensible — as AI becomes an increasingly powerful commerce intermediary.This episode is sponsored by Mirakl AdsTimeline[00:00] – OpenAI’s ad announcement and why a sponsored hot sauce recommendation matters more than it seems[01:26] – Why AI-enabled shopping will succeed where the Metaverse and voice commerce failed[02:00] – The real pain in today’s ecommerce experience and why consumers are primed for change[03:24] – Trust, culture, and the rise of AI as a shopping companion (not just a tool)[05:00] – How OpenAI ads threaten the 70-80% margins of onsite retail media[09:45] – Why in-store retail media may be the most defensible channel in an AI-driven futureLinks & ResourcesMy full January 20 article on The Drum - Why OpenAI’s ad announcement should worry retail media networksRead my related articles:Should Your Industry Advertise in AI Media in 2026?ChatGPT Ads Are Here. I'm Not Panicking.Three Companies Monetizing Moments That Most Retailers IgnoreAtlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

New data from Sensor Tower confirms what many of us suspected but couldn’t yet prove: AI-assisted shopping on Amazon has quietly crossed the threshold from experiment to default behavior. During the 2025 holiday season, Amazon’s AI assistant Rufus didn’t just influence shopping — it captured a disproportionate share of actual purchases. In this recap of my recent article for The Drum, I break down what the data really tells us, why Amazon’s headline claims may have undersold the impact, and how AI-assisted journeys are reshaping conversion dynamics.I also unpack what this means for retailers and brands as AI becomes a primary decision aid. From late-funnel “rescue” moments, to early decider confidence boosts, the evidence suggests we’re not dealing with a single funnel anymore. And if AI assistants replace search as the dominant interface, the future of retail media may depend less on placement, and more on inclusion.This episode is sponsored by Mirakl AdsTimeline[00:00] Why AI-assisted shopping is no longer a novelty and how Rufus captured 66% of purchases on Black Friday[01:02] Andy Jassy’s $100B Rufus claim and why the industry struggled to validate it[02:22] How Amazon positions Rufus against third-party AI shopping agents[03:26] The strategic restraint that sets Rufus apart from other retailer AI experiments[04:45] Sensor Tower’s “cart reconsideration” journey and a surprising 50% conversion rate[08:21] What AI-assisted shopping means for the future of retail media monetizationLinks & ResourcesMy full article on The Drum - While everyone debates agentic shopping, Amazon’s Rufus is racking up salesSensor Tower research results - Retail Embraces AI: How Did Rufus Impact Amazon's November Sales?Read my related articles:The 3 Ways Agentic Commerce Could Destroy Retail MediaAmazon is playing agentic commerce chicken. Other retailers should not.At NRF, Retailers Say "Bring On All The Bots"Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn