Retail Media Breakfast Club

In today’s episode I dig into a surprising and quietly powerful engine of growth for retail media networks: long-tail advertisers. While major CPG brands continue to cap their RMN partnerships at around six networks, retailers are pouring investment into Amazon and Walmart-level capabilities, hoping to win those national budgets. But the ceiling isn’t moving… so where’s the growth coming from?New data from Pentaleap's 2025 Sponsored Products Benchmark Report shows exactly where the action is. Retailers who are activating their long-tail ecosystems — smaller brands and third-party sellers — are seeing significant increases in impressions, revenue, and advertiser participation. I break down the numbers, the retailers leading the charge, and why the ability to scale thousands of smaller advertisers may be the single biggest opportunity for RMNs going into 2026.This episode is sponsored by Mirakl AdsTimeline[00:40] – Why major CPG brands are capping their retail media network relationships[02:00] – The operational challenges that limit RMN expansion for large advertisers[03:00] – How long-tail advertisers are emerging as a critical growth driver for RMNs[03:26] – Examples of retailers seeing momentum from activating smaller brands and sellers[04:19] – The role of third-party marketplaces in expanding advertiser participation[05:42] – Why RMNs need new infrastructure to effectively support thousands of long-tail advertisersLinks & ResourcesRead my articles:Inside Mars's Retail Media Investment MatrixHow Can RMNs Tap Upper-Funnel Brand BudgetsDownload Mirakl's Rakutren France case studyRead the new Forrester Consulting study commissioned by Mirakl - Combine Retail Media and Marketplaces to Unlock the Next Growth EngineGet Pentaleap's H2 2025 Sponsored Products Benchmarks ReportI'll be diving into the findings of the Pentaleap H2 2025 Sponsored Products Benchmark report with Pentaleap co-founder and CEO Andreas Reiffen on Thursday next week at 11AM ET! Join us LIVE here Are you based in Atlanta or plan to be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In today’s 'Snips' episode, I’m diving into one of the biggest unlocks for retail media networks right now: earning the trust (and the budgets) of media agencies. As retail media growth slows and retailers look beyond performance budgets, everyone suddenly wants a slice of those top-of-funnel brand-building dollars. But as I unpack the insights from Viv Craske and Colin Lewis from the Retail Media Therapy podcast, tapping into those budgets isn’t as simple as showing up with a pitch deck full of demographic reach stats.I dissect what agencies actually want from RMNs, why most networks get their approach completely backwards, and what it really takes to become the obvious solution when a brief comes through. From identifying gaps in media plans, eliminating data gatekeeping, and building real, long-term agency relationships, this episode lays out a three-step strategy every RMN should be thinking about.This episode is sponsored by Mirakl AdsTimeline[00:42] – Why tapping into brand budgets is suddenly top priority for RMNs[01:53] – The agency perspective: what they really need from retail media networks [02:59] – The difference between demographic reach and true agency value [04:12] – Why data access rather than gatekeeping is the make-or-break factor [06:37] – The three-step, 6–9 month roadmap for building agency relationships [07:45] – The resource reality: why this can’t be a “side-of-desk” project [09:15] – The big miss: why most RMNs will fail to win brand budgets next yearLinks & ResourcesListen to the Retail Media Therapy episode in full - The Incrementality Myth and Winning With Media AgenciesSubscribe to Retail Media TherapyFollow Viv Craske on LinkedInFollow Colin Lewis on LinkedInRead my articles:Trade vs. Retail Media: Who's Really Eating Whom?DSPs Wanted: The Retail Media Revolution 96% of Advertisers CraveAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

This week, I’m breaking down a fascinating shift I’ve been watching closely: the moment AI-enabled commerce finally tips from novelty to norm, just in time for the holiday shopping rush. After a near-disaster of traveling without my wallet (which somehow wasn’t a disaster at all), I couldn’t help but notice how quickly behavior changes when technology quietly becomes infrastructure. And based on fresh Salesforce data, AI is hitting that same inflection point in retail.In this episode, I dig into what’s different this year, why AI shopping tools are suddenly actually useful, and how shoppers are blending personalized AI agents with retailer-owned chat experiences. Plus, I share some surprising insights about Gen Z’s in-store resurgence, and why the most AI-proof part of retail media might just be happening in the physical aisle.This episode is sponsored by Mirakl AdsTimeline[00:00] – The “forgot my wallet” travel moment and how quickly new behaviors become normal[01:06] – Why this holiday season marks AI’s first real commerce stress test[02:24] – The most meaningful new AI shopping tools consumers didn’t have last year[03:52] – Are shoppers using retailer chatbots, or bringing their own LLM sidekick?[06:29] – Salesforce data: retailers with AI chatbots are seeing 7× higher growth[07:28] – The gap between retailer chatbots and personal AI assistants[08:22] – Gen Z’s unexpected return to in-store shopping (with AI in hand)[10:12] – What I’m watching as $73B in projected AI-influenced sales plays out this weekLinks & ResourcesRead my articles:Maybe Ads in AI Don't Have To Suck?Vibe Marketing in Retail MediaWhy GEO Isn't Enough: What CPG Brands Actually Control in Agentic CommerceWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this episode I’m digging into a question I’ve been thinking about for months: If ads inevitably show up inside AI interfaces… do they actually have to suck? With billions invested into AI infrastructure and only modest subscription revenue to offset it, advertising is the most likely economic engine powering the next wave of AI platforms. But I’m not convinced it has to lead us down the same messy, cluttered path that search and marketplaces took.Drawing from an op-ed I recently wrote for The Drum, I explore why AI ads spark so much anxiety, how agentic advertising offers a fundamentally different model from surveillance-era targeting, and what all of this means for retailers, advertisers, and the future of trust online. This is a nuanced conversation about economics, ethics, innovation, and why this moment might actually give us a chance to rebuild advertising on better foundations.This episode is sponsored by Mirakl AdsTimeline[00:15] – Why subscription revenue alone can’t support the massive cost of AI infrastructure[01:23] – How AI is intercepting retail search behavior before shoppers ever reach a retailer’s site[03:04] – The trust problem: what we fear when ads enter our most intimate digital spaces[05:17] – The real economics of the internet and why advertising keeps it freely accessible[07:00] – What “agentic advertising” actually is, and how it flips the traditional targeting model[09:31] – Why conversational advertising could be more relevant (and less creepy) than legacy ad formats[10:20] – The high-stakes implications for retail media when AI captures intent upstreamLinks & ResourcesThis article originally appeared in my column for The Drum on November 6, 2025 as Why the arrival of advertising in AI Search may not be the catastrophe many fearBrian O’Kelley, co-founder and CEO at Scope3, outlined the Ad Context Protocol (AdCP) in a Fast Company op-ed Read my article Real Time Bidding: Retail Media's Savior Or Saboteur?Read my article How an RMN's tech stack impacts your advertising resultsAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this reprise episode, I’m bringing back one of the most timely conversations we can have as we gear up for 2026 conference season: getting on the damn stage. After so many of you resonated with my encouragement to apply for the damn award despite imposter syndrome, it felt like the perfect moment to revisit this message. Because the truth is no one cares about your future as much as you do, and if you’re waiting for permission to step forward, you’ll be waiting forever.Whether you’re on the brand side navigating approvals, or on the solution-provider side navigating sponsorships, there are concrete strategies you can use to share your point of view, elevate your career, strengthen your partnerships, and make events infinitely more rewarding. I’m also revisiting insightful community comments from LinkedIn that expand the conversation in really meaningful ways. Let’s get you on that stage in 2026!This episode is sponsored by Mirakl AdsTimeline[01:00] Why I’m bringing back this episode and how it connects to imposter syndrome.[02:30] How brand-side leaders benefit personally and help their organizations by speaking publicly.[03:45] The “Speaker” effect: how having that badge transforms your experience at events.[05:30] How to navigate internal approvals, stick to your expertise, and decide when to go off-script responsibly.[07:30] Why solution providers often have to “pay to play”, and why it can still be totally worth it.[09:10] The power of original research as your ticket to the stage.[09:55] Community insights on panels, real tactical content, and balancing restrictions with value.Links & ResourcesRead my article Its conference season. Get yourself on the stage!Read my article Apply For The Damn AwardAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

Last week at the Path to Purchase Institute LIVE conference, I heard something that most retail media networks probably don’t want to hear out loud: Mars has built a structured, data-driven investment matrix that decides exactly who gets budget and who doesn’t. In today’s episode, I’m breaking down what Mars revealed, why scorecards are becoming standard across major CPGs, and the uncomfortable truth hiding underneath all this new structure.I dig into why even networks that “score well” may not see increased spend, the operational ceiling that keeps most brands locked into 5–6 RMN relationships, and the growing divide between top-tier retail media networks and everyone else. If you’re a retailer, a media buyer, or working inside an emerging RMN, this conversation will give you real insight into how budgets are actually allocated, and why the bar keeps getting harder to clear.This episode is sponsored by Mirakl AdsTimeline[00:00] Mars introduces its formal retail media investment matrix and scorecard approach.[00:30] Mars evaluates RMNs on two dimensions: capabilities and commercial growth.[01:29] ANA guidance urges brands to adopt structured scorecards for RMN evaluation.[02:30] A senior retail media buyer explains why meeting capability requirements doesn’t guarantee spend.[05:22] The four main reasons brands cap their RMN relationships begin with platform fragmentation.[08:57] What mid-tier RMNs must do to break into the top six (drive displacement or offer superior capabilities)Links & ResourcesRead my article How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1)Read my article Best Buy Wants To Become An Ad Platform, Not Just Another RMNRead my article 3 New Developments In RTB (Real Time Bidding) For Retail MediaRead my article Retail Media's Measurement Problem: It's Not Just the RetailersRead my article Managing a Multi-Retailer RMN Stack: The Operational RealityRead the ANA's Retail Media Internal Management GuidanceAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In today’s 'Snips' episode, I’m diving into one of the conversations that has been rattling around in my head for a while now. While listening to the Unpacking the Digital Shelf podcast with my friends Lauren Livak Gilbert, and Peter Crosby, I found myself nodding as their guest Natalija Pavic from Kibo Commerce unpacked the rise of agentic AI and AI shopping agents. She articulated (brilliantly, I might add) something that’s been quietly needling me: we’re not just adding AI to commerce… we’re watching the entire discovery layer slip out of retailers’ hands.With my commentary, I explore what happens when consumers stop interacting with retailer websites and instead funnel their shopping journeys through conversational LLMs. From the loss of the “pane of glass”, to the real technical foundations retailers need (hint: your keyword search may actually be a liability), I break down why this shift matters, and what retailers must reconsider if they want to remain relevant. No doom and gloom here — but definitely a call to honest introspection and bold innovation.This episode is sponsored by Mirakl AdsTimeline[00:30] – Why agentic AI isn’t just a feature — it’s actually replacing the interface layer[01:15] – The “pane of glass” retailers optimized for decades may soon have a new owner[02:24] – How agentic AI shifts the value of personalization engines[03:09] – Why retailer control over discovery is evaporating[04:15] – The need for retailers to rethink their unique value proposition[06:19] – Natalia breaks down the technical reality: synonym search vs. vector search[08:15] – Why launching shopper agents without vector search is “lipstick on a pig”[09:15] – Natalia’s broader advice: innovate early, experiment often[09:44] – My closing thoughts on curiosity, experimentation, and the shifting discovery layerLinks & ResourcesListen to Natalija's full episode on Unpacking the Digital Shelf — The Path to Agentic Commerce Readiness, with Natalija Pavic, Senior Director Product Marketing at KIBO CommerceSubscribe to Unpacking the Digital ShelfFollow Natalija Pavic, Product Marketing Executive at Kibo Commerce on LinkedInRead my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay AttentionRead my article Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic CommerceRead my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

What is Unboxed, really? This week, I was in Nashville for Amazon’s signature advertising event — a showcase where the tech giant reveals its latest innovations in retail media, automation, and ad tech. After taking it all in (and chatting with a few familiar faces from the industry), I’m breaking down the key announcements, the unspoken messages, and what they mean for advertisers and partners moving forward.In this episode, I unpack my biggest takeaways from Unboxed 2025. From Amazon’s relentless reinvention of its ad business to the curious silence around Rufus, and how new “agent” tools could both empower and threaten the partner ecosystem. If you’re navigating Amazon’s retail media landscape, this recap will give you the insights and context you need to understand where the company’s heading next.This episode is sponsored by Mirakl AdsTimeline[00:01:36] - How Amazon keeps evolving its advertising tools, making them simpler, smarter, and more accessible to advertisers of all sizes.[00:02:42] - Why brands like Advantice Health say Amazon’s ad console outpaces competitors by simplifying data visualization and actionability.[00:04:10] - A look at Amazon’s “paranoid” culture of continuous innovation, and why that mindset fuels their dominance in retail media.[00:04:15] - Amazon takes aim at The Trade Desk with lower DSP fees, while still protecting its own walled garden.[00:06:06] - Why Amazon’s much-hyped AI assistant Rufus went unmentioned during Unboxed, and what that silence might signal about its real-world performance.[00:08:45] - The return (and rebranding) of agencies and tech vendors as “partners”, and how Amazon’s new AI tools could reshape that dynamic.[00:12:14] - Reflections on Amazon’s fine line between democratizing ad tools and competing with its own partners.Links & ResourcesRead my article Amazon Unboxed 2025: Key Announcements & Takeaways for Brand AdvertisersRead my article for The Drum, Amazon bets on 'crystal box' transparency in ads product upgradeCheck out the ADOTAT piece Prime Predator: Amazon DSP Takes a Bite Out of The Trade DeskSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this episode, I share snippets of my recent livestream with Andreas Reiffen, CEO and co-Founder of Pentaleap, to unpack one of the most debated topics in retail media today — Real-Time Bidding (RTB). Once dismissed as a messy, low-quality relic of early programmatic advertising, RTB is now being reimagined as the key to unlocking retail media’s next phase of scalable growth.Note: I encountered unfortunate technical difficulties during my livestream with Andreas, resulting in choppy video and audio. I've done my best to use palatable snippets in this podcast, but regardless the audio quality is not perfect, please accept my apologies.Andreas shares why he believes RTB will soon connect fragmented retail media ecosystems, make it easier for brands to access budgets at scale, and even open the door to programmatic innovation in the B2B sector. We cover everything from onsite vs. offsite ad opportunities to how retailers can tap into new revenue streams while maintaining control over their inventory.This episode is sponsored by Mirakl AdsTimeline[00:00:00] – Introducing the debate: Why RTB still carries baggage in retail media[00:01:00] – How real-time bidding connects platforms like Google and The Trade Desk directly to retailer inventory[00:02:00] – Andreas’s bold prediction for how much retail media could eventually run through RTB[00:03:40] – Exploring whether RTB can expand beyond onsite ads to offsite display and video[00:05:00] – How retailer-led ad networks are evolving with RTB at their core[00:07:45] – The surprising role RTB could play in B2B commerce and professional buyer targeting[00:10:00] – Segmenting audiences and optimizing bids for professional vs. consumer shoppers[00:11:00] – Wrapping up: Why RTB might finally be ready to scale responsibly in retail mediaLinks & ResourcesRather than linking to the livestream replay which has choppy audio, here's the transcript of our conversation - Real Time Bidding: Retail Media's Savior Or Saboteur?Follow Andreas Reiffen on LinkedInRead my article Some Retailers Want to Power Other Retailers' Ad Businesses. Will It work?Read my article for The Drum Why the arrival of advertising in AI Search may not be the catastrophe many fearRead my article Best Buy Wants To Become An Ad Platform, Not Just Another RMNSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

I’m coming to you fresh from Amazon’s Unboxed event in Nashville, where Amazon dropped a wave of updates that show just how far their advertising ambitions are reaching. Beyond retail, beyond search, and even beyond reality itself!In this episode, I unpack the biggest product launches and innovations revealed at the event including AI-powered campaign tools, creative automation for Prime Video, and Amazon’s intriguing new “Crystal Box” transparency positioning. I also share my early reactions and what these changes could mean for advertisers, agencies, and third-party software providers.If you want to stay ahead of what’s next in Amazon Ads — from AI-native analytics to the future of full-funnel campaigns — this recap will bring you right inside the action at Unboxed.This episode is sponsored by Mirakl AdsTimeline[00:00] – Remembering the early days of Amazon Ads and reflecting on how far the platform has come.[01:11] – Unified Campaign Manager – merging DSP and Sponsored Ads into one seamless platform for cross-format buying and measurement.[02:30] – Ads Agent – Amazon’s new AI-powered campaign assistant that allows natural language queries, leveling the playing field for advertisers of all sizes.[04:17] – Creative Agent – generative AI tools for display, audio, and video ads, with outputs now good enough for Prime Video inventory.[07:30] – “Crystal Box” positioning – Amazon’s transparent alternative to the “black box” automation approach from Meta and Google.[09:13] – Preview of full-funnel optimization campaigns coming in 2026, closing the loop between awareness and performance.[10:00] – AI-native analytics – conversational data exploration within Amazon Marketing Cloud, no SQL skills required.[10:45] – Final thoughts and teaser for my full column in The Drum on Amazon’s “Crystal Box” approach.Links & ResourcesFind the link to my new article about transparency within Amazon's new ad ecosystem on my profile for The DrumRead my article Retail Media's Measurement Problem: It's Not Just the RetailersRead my article Managing a Multi-Retailer RMN Stack: The Operational RealityAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

I first met Molly Hjelm, Head of Retail Media at Ace Hardware, during a panel at the RMN Ascendant Event in Silicon Valley, and right away I was struck by her candor and data-driven mindset. In this episode, I share the highlights from our conversation that didn’t make it into my full profile piece for The Drum.We dive into how Ace Hardware has intentionally taken its time entering retail media, what it means to integrate retail media into a merchant’s P&L, and how Molly’s pragmatic approach to data, partnerships, and culture is helping Ace build Red Vest Media the right way. From leveraging Epsilon as a transparent tech partner, to bringing print back into in-store media, Molly’s perspective challenges a lot of industry assumptions, and offers a refreshing blueprint for sustainable growth in retail media.This episode is sponsored by Mirakl AdsTimeline[01:01] – The #1 theme: retail media should show up in the merchant’s P&L (not as a tax, but as a tool to hit business KPIs).[02:07] – How data storytelling and reporting shifted internal conversations from “you’re cluttering my site with ads” to “let’s solve this problem together.”[02:45] – Why Ace Hardware went all-in with Epsilon as a full-stack tech partner (and why transparency and simplicity matter to advertisers).[04:39] – Red Vest Media’s unconventional start with print-based in-store media, and how independent Ace operators are already innovating locally.[06:03] – Molly opens up about the toxic dynamic of unrealistic growth projections, and why breathing room to set your own targets is game-changing.[07:12] – Wrapping up with Molly’s guiding principle: retail media should be a precision tool, not a revenue taxLinks & ResourcesRead my full Molly Hjelm profile for The Drum - Here’s how Ace Hardware is breaking down the silos between merchants and retail media teamsHow a former agency founder is pushing grocery retail media beyond sponsored product ads - Brian Monahan's 'Bloody Obvious' Bets Are Shaking Up Albertsons Media Collective - Why rural America's 90 million shoppers represent retail media's next frontier - Inside Austin Leonard's Plan For Dollar General Media NetworkHow category specialists can become infrastructure for the entire industry - Best Buy Wants To Become An Ad Platform, Not Just Another RMNFollow Molly Hjelm on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

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