Amazon may dominate the retail media landscape, but is your brand missing growth opportunities by focusing too narrowly? In the second installment of this 3-part series, I’m joined once again by Cody Tusberg, EVP of Digital Commerce and Retail Media Services at Acosta Group, to explore what it really takes to win in retail media beyond Amazon.We dive into why shoppers’ habits demand a broader channel strategy, how to evaluate which retail media networks (RMNs) deserve your investment, and what smaller or emerging networks can offer that the big players can’t. You’ll also hear insights on overcoming operational complexity, proving ROI without clean attribution, and how to turn retail media into a true growth lever within joint business planning.Whether you’re a brand leader trying to expand your retail footprint, or simply want to understand how the landscape is evolving, this episode will give you a fresh perspective on the opportunities that lie outside of Amazon’s shadow.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:35] - Why brands should look beyond Amazon and Walmart in retail media[1:10] - Shopper behavior data that reveals untapped opportunities[2:12] - How to evaluate which retail media networks deserve investment[3:01] - The operational challenges of expanding to new retailers[4:00] - Measurement, ROI, and dealing with fragmented attribution[5:15] - Advice for smaller brands with limited resources[6:10] - Bringing retail media into joint business planning conversations[7:17] - Shifting from “stick” penalties to “carrot” incentives in retail media spendLinks & ResourcesRead Part 1 of this series Brands Are From Mars, Retailers Are From VenusFollow Cody Tusberg on LinkedInRead my article Brands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Too often, retail media performance gets boiled down to a single number: ROAS. But is that really enough to guide smart investment decisions? In this episode, I share another highlight from the Retail Media Tech Jam livestream with Tom Limongello and Scott Messer from The Middlemen podcast. Together, we unpack why relying solely on ROAS can be misleading, and what metrics and insights media buyers should be demanding instead.You’ll hear us explore the buyer’s checklist for retail media success, from securing log files to evaluating PDP quality scores, and why brands themselves now need to think more like publishers. We also dig into marketplace dynamics, the evolving role of creative optimization, and whether retail media could ever move toward performance-based pricing models.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - Setting the stage: why ROAS isn’t enough[01:19] - Asking the right questions: site lists, log files, and media plans[02:37] - Understanding retail media as a marketplace[03:15] - PDP quality scores and their growing influence[05:20] - Comparing networks through efficiency, not just ROAS[06:18] - Why creative optimization matters more than ever[08:04] - Audience question: will retail media move to CPA models?Links & ResourcesWatch the full Retail Media Tech Jam: The Middlemen X Retail Media Breakfast Club livestream replay on LinkedInListen to The Middlemen podcastFollow Tom Limongello on LinkedInFollow Scott Messer on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Retail media has exploded in recent years, but is it already falling into a dangerous cycle? In this episode, I share highlights from a recent LinkedIn Live I hosted with Tom Limongello and Scott Messer from The Middlemen podcast. We dove into why retailers are so secretive about their tech stacks, what that means for brand-side buyers, and whether this lack of transparency is slowing growth across the entire industry.You’ll hear us explore the “retail media doom loop,” how initial revenue gains mask deeper challenges, and why media buyers are begging for clarity. If you’ve ever wondered what’s really happening behind the curtain of retail media networks (or why it matters for your brand) this conversation will connect the dots in a way that might change how you think about the future of retail media advertising.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[01:18] - Why retailers keep their tech stacks so secretive[02:00] - Breaking down the “retail media doom loop” and stalled growth[03:15] - Where true incremental opportunities still exist[04:28] - Are brands applying enough pressure on retailers to evolve?[06:07] - Survey results: what 67 brand-side media buyers had to say[07:30] - What buyers really want from retail media tech providers [09:15] - Transparency vs. reality: what media buyers say vs. what they doLinks & ResourcesWatch the full Retail Media Tech Jam: The Middlemen X Retail Media Breakfast Club livestream replay on LinkedInListen to The Middlemen podcastFollow Tom Limongello on LinkedInFollow Scott Messer on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Could AI shopping agents fundamentally disrupt retail media as we know it? In this episode, I share highlights from my recent appearance on the Commerce Media Matters podcast with Nick Morgan and Paul Blackburn. We explored how the rise of AI-driven shopping experiences might shift consumer behavior away from retailer websites and apps. And what that could mean for retailers, brands, and the value of first-party data.We dig into big questions: will sponsored product placements lose their relevance if AI agents take over the purchase journey? How will retailers protect their margins when third-party agents aggregate transaction data? And could AI agents actually become the best 'customers' a retailer could ask for? This conversation is part cautionary tale, part roadmap for adapting to one of the most important shifts on the horizon for commerce media.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - Setting up the big question: could AI agent shopping disrupt retail media?[01:23] - The theory: how AI threatens both onsite and offsite monetization models[03:28] - Why trade marketing remains resilient despite digital disruption[05:29] - The challenge of data aggregation across multiple retailers[06:45] - Walmart vs. Amazon: two different approaches to AI agents[08:00] - Advice for retailers: treat AI agents like VIP customersLinks & ResourcesListen to the full episode 'How to Master Retail Media with Kiri Masters' on the Commerce Media Matters podcastSubscribe to Commerce Media MattersFollow Nick Morgan on LinkedinFollow Paul Blackburn on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
As a brand, working with retailers can often feel like navigating two completely different worlds. Retailers operate as complex ecosystems where merchants, trade marketing, and retail media teams each have their own goals and agendas. In Episode 1 of this three part series, I’m joined by expert Cody Tusberg, EVP of Digital Commerce and Retail Media Services at Acosta Group, to unpack these dynamics and help brands better understand how to align with retailers.We dive into why merchants often call the shots, how silos between retail media and trade marketing create challenges, and the common mistakes brands make when they don’t account for a retailer’s internal politics. You’ll also hear how brands can get proactive, build trust, and set themselves up for success when negotiating budgets and planning retail media investments.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[01:17] – The role of merchants in retail media and why sales remain their top priority[02:43] – How divided org structures impact brands and their budgets[04:36] – The big mistakes brands make when they overlook retailer politics[05:39] – Why brands should be “nosy” about where their dollars go[06:20] – How Acosta Group bridges the gap between trade and retail media[07:36] – The challenge of annual retailer planning cycles vs. real-time retail media optimization[09:05] – How brand-side silos mirror retailer silos and what that means for alignmentLinks & ResourcesFollow Cody Tusberg on LinkedInRead my article Brands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
In this episode, I dive into what loyalty really means in an era of agent-driven shopping. Recently, loyalty expert Stephanie Meltzer-Paul challenged my thesis on loyalty as the “last moat” for retailers, and today I’m unpacking her insights into what retailers and brands must do if they want to stay relevant. Spoiler: standing still won’t cut it!I explore why loyalty programs must evolve into machine-readable preference engines, what that means for both retailers and brands, and how to turn these shifts into opportunities for deeper customer connections and new revenue streams. From making data agent-friendly to expanding beyond discounts and forging powerful partnerships, I’ll walk through the playbook that could define the future of loyalty.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:28] - Why loyalty programs must evolve to survive the agentic era[01:28] - Making loyalty data agent-friendly so AI can actually use it[02:03] - Moving beyond discounts and coupons to experiences and access[02:24] - How integrating loyalty with retail media creates new value[03:10] - The power of brand partnerships and co-branded rewards[04:10] - Reducing friction in redemption to make loyalty truly useful[05:24] - Why brands must build their own loyalty hooks, not just rely on retailers[06:07] - A smart DTC loyalty program example[07:00] - Negotiating dual loyalty credits inside retailer ecosystemsLinks & ResourcesSubscribe to Stephanie Meltzer-Paul's So Many Points, a newsletter for loyalty and CRM marketersFollow Stephanie Meltzer-Paul on LinkedInRead my article How Loyalty Programs Give Retailers the Edge in an AI Shopping FutureRead my article Sam's Club Bets Big on 'Experiential' Retail MediaNew research from Yale & Columbia, What Happens When AI Does Your Shopping?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Today I take you inside a chilling scenario that started with a simple eBay hack and led me to a much bigger question: what happens when AI agents start shopping for us with full autonomy? As commerce shifts into the age of agentic AI, entirely new fraud frontiers are emerging. And the risks are far greater than anything we’ve faced before.In this episode I break down why our traditional defenses are crumbling, what kinds of vulnerabilities agent-driven transactions open up, and how companies are racing to build new trust systems. From biometric iris scans to digital agent passports, I explore the massive stakes as we approach a future where trillions of dollars in transactions could be handled by autonomous AI.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - The story begins with my hijacked eBay account and the unsettling realization it sparked.[01:28] - The nightmare scenario: fraudsters compromising AI agents instead of accounts.[02:18] - Why retailers must verify not just people, but the agents acting on their behalf.[03:00] - How deepfakes and AI-powered fraud are rendering old defenses obsolete.[05:12] - The cutting-edge solutions being developed.[06:51] - PayPal’s bold projection: 25% of all e-commerce agent-driven by 2030.[07:30] - Why new trust systems (not just blocking) are essential for the future of commerce.Links & ResourcesRead my article How Open AI's "Operator" Will Change Retail As We Know ItGlobal identity verification company TruliooAI fraud management company RiskifiedHuman verification company WorldSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
In this episode, I take you inside one of the most innovative retail media activations I’ve seen yet: Sam’s Club’s “Race to the Club” and their bold sponsorship at the IndyCar season finale. Instead of focusing solely on digital shelf space like most retail media networks, Sam’s Club is leaning into live experiences—concerts, county fairs, racing events—and turning them into opportunities for real-time sales, membership growth, and unforgettable brand engagement.I’ll break down how Sam’s Club is flipping the traditional sponsorship model on its head by orchestrating multi-brand activations under its own umbrella. From live demos that actually sell products on the spot to data-powered membership sign-ups that tie every moment back to performance marketing, this episode explores why Sam’s Club may be redefining the future of retail media.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:15] - Experiencing Sam’s Club’s “Race to the Club” event in Tennessee[1:00] - How Sam’s Club brought retail media to the IndyCar finale in Nashville[1:46] - The unique “retailer as orchestrator” sponsorship model[2:37] - Creating purchasable moments through live demos and product showcases[3:28] - Why experiential engagement goes beyond impressions to drive conversions[4:45] - Membership acquisition tied to retail media activations[5:15] - Closed-loop measurement and connecting experiences to actual purchases[5:42] - Scaling big: Sam’s Club’s ambition to 5x events by 2026Links & ResourcesRead my Forbes article Sam's Club Bets On Experiential Media With IndyCar SponsorshipRead my article Sam's Club RMN: Notes from my interview with GM Harvey MaSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Conferences are expensive: flights, hotels, and registration fees all add up fast. But the brands who see real ROI from industry events know that the biggest wins don’t happen in the keynote sessions. In this episode, I’m sharing strategies from four brand leaders who’ve figured out how to turn those hefty investments into long-term partnerships, insights, and business growth.You’ll hear why skipping networking events is the biggest mistake you can make, how workshops create deeper and more lasting connections, and why the expo floor is your crystal ball into what’s coming next. Whether you’re trying to justify that next budget request or preparing to head out to your next big conference, this episode will help you walk in with a plan and walk out with results.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[1:00] - Why networking events are worth the energy, even when you’re exhausted[1:38] - How the expo floor accelerates partnerships and software evaluations[2:18] - Making the most of selective, high-value conferences[4:23] - Why workshops build stronger relationships than cocktail hours[5:35] - Three guiding principles to maximize your conference experience[6:17] - Using the expo floor to spot what’s next in the industryLinks & ResourcesFollow 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 Danny Silverman, growth consultant at Silver Stream Strategic Consulting, on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Retail media may be the hottest topic in advertising right now, but how do big agencies really feel about it? In this episode, I unpack new Infillion research that reveals the complicated love-hate relationship agencies have with retail media. On the surface, agencies are excited about its potential. But dig deeper and you’ll find a story of frustration, structural challenges, and competing priorities.I break down the numbers from a survey of senior media buyers at large agencies, explore why retail media is still treated as a promotional channel, and highlight the formats and tactics that are winning attention. You’ll hear where agencies are bullish, what’s holding them back, and what it will take for retail media to evolve into a true full-funnel solution.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:54] - What agencies love about retail media [02:19] - The ROAS trap: how short-term thinking limits long-term brand impact[03:31] - Connected TV as retail media’s brightest spot[04:26] - Why in-store formats aren’t winning big budgets (yet)[05:35] - The measurement problem: what agencies really want fixed[06:26] - High costs, inflexible budgets and steep activation fees[07:34] - Internal silos: how brand and agency politics hold back adoption[08:45] - Final takeaways: what separates winners from laggards in retail mediaLinks & ResourcesDownload Infillion's research report What Buyers Really Want From Retail Media NetworksRead From ‘Fame and Distribution’ to ‘Gaming Attribution’ from Andrew Lipsman's Media, Ads + Commerce Substack newsletterRead my recent article How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1)Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
The world of shopping is changing fast and loyalty programs are right at the center of it. In this episode, I share expert insights from Stephanie Meltzer-Paul, a veteran loyalty expert and the brains behind the So Many Points newsletter, and dive into how artificial intelligence is reshaping the way brands connect with customers.I also explore how loyalty programs are evolving from simple point systems into personalized, data-driven experiences, how AI-powered recommendations change the customer journey, what role data privacy plays in consumer trust, and what businesses should focus on if they want to create loyalty programs that actually work in today’s AI-driven marketplace. Whether you’re a retail marketer, or simply curious about the future of shopping, this episode will give you fresh insights into what’s next.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:00] I open with the stat that the average U.S. consumer belongs to 17 loyalty programs and posit that AI agents could finally make them a real moat for retailers. [1:00] I share insights from Stephanie Meltzer-Paul, the brains behind the So Many Points newsletter. [1:40] How AI could turn program overload into an advantage, helping consumers maximize value and pushing retailers to design agent-friendly programs. [3:03] Today’s search results show price only (no points, tiers, or shipping thresholds) which is a big opportunity for loyalty-aware agents[4:15] The earn vs. burn distinction: agents can optimize earning, but redemption is complex, keeping retailers’ direct relationship valuable[7:02] Loyalty isn’t just points: experiential perks (access, lounges, returns, samples) create durable preference even when agents optimize purely for price. [8:08] The risk of “disloyalty benefits” and how agents might game win-backsLinks & ResourcesSubscribe to Stephanie Meltzer-Paul's So Many Points, a newsletter for loyalty and CRM marketers that cuts through industry nonsense with insider takes and pointed opinionsFollow Stephanie Meltzer-Paul on LinkedInNew research from Yale & Columbia, What Happens When AI Does Your Shopping?Retail Media Breakfast Club article, What Is Your AI Agent Buying? [New Research]Retail Media Breakfast Club article, Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 2)Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Last week I shared some surprising new research: AI shopping agents are actively penalizing sponsored products, reducing the likelihood of them being selected by 8–14%. That sounds like a big red flag for retail media, right? But in today’s episode, I make the case that this 'ad penalty' is temporary, and far from the end of sponsored products.We dig into why today’s AI models have inherited our own human ad skepticism, why that bias won’t last, and how the retail media ecosystem could adapt. From real-time basket bidding between retailers, to collaborative incentives from brands, to new revenue models around product content and reviews, I explore the paths forward that could actually make agentic commerce even more valuable for retailers, brands, and consumers alike.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:15] – The surprising stat: AI agents penalize sponsored products by up to 14%[01:00] – Why AI’s distrust of ads has been inherited from humans[02:30] – Why ad avoidance won’t last (agents that miss good deals will frustrate users)[02:58] – Scot Wingo’s vision for real-time retail bidding, and how brands could amplify offers[05:00] – How AI could create a 'clean' monetization model without eroding consumer trust[07:00] – Beyond ads: revenue opportunities in product content optimization and reviews[09:50] – The big takeaway: don’t ditch sponsored products yetLinks & ResourcesNew research from Yale & Columbia, What Happens When AI Does Your Shopping?Retail Media Breakfast Club article, What Is Your AI Agent Buying? [New Research]Retail Media Breakfast Club article, Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 1)Retail Media Breakfast Club article, AI-Native Brands Will Be The New Amazon FBA GoldrushSubscribe to Scot Wingo's Retailgentic on YouTubeSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Here’s a question that might sting a little: when your company launches a new product, are you finding out about it at the same time as everyone else? Or maybe you’re just getting a last-minute “Hey, can you build a forecast?” before it hits the market? In this episode, I dive into the role e-commerce and retail media teams should play in shaping product development, and why it matters more than ever. You’ll hear from leaders across CPG, nutrition, toys, and retail media who share how they’re using marketplace insights, social listening, and sales data to influence packaging, pricing, and product decisions. Some are still fighting for a seat at the table, while others are showing just how powerful data-driven collaboration can be. If you’ve ever wondered whether your customer insights could change what gets developed next, this conversation will spark ideas and give you some arguments to bring to your next leadership meeting.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:58] - Alicia Ponzani on being brought in too late to influence product innovation[02:09] - Brie Keating explains why e-commerce leaders hold the keys to future product design[02:54] - Jamie Roller shares how Dr. Squatch integrates marketplace insights directly into product vetting[04:23] - Neha Malik on using social listening to guide smarter product and packaging decisions[05:18] - Kelsey Knight describes how Slumberkins combines creative vision with forecasting and data[06:26] - Chris Lowrey highlights how search insights led to a packaging redesign that boosted salesLinks & ResourcesFollow Alicia Ponzani, Ecommerce Manager at Premier Nutrition, on LinkedInFollow Brie Keating, Director of Ecommerce at Wilton, on LinkedInFollow Jamie Roller, Director of Marketplaces at Dr. Squatch, 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
Imagine sending three different people to buy you a pair of slippers and each person comes back with wildly different products. Now replace those people with AI agents like Claude, GPT, and Gemini. What slippers would they choose?In this episode, I dive into groundbreaking new research from Columbia and Yale that reveals how AI agents shop when left to their own devices. The findings are eye-opening for brands, retailers, and anyone curious about the future of AI-driven commerce. From the surprising role of reviews, how AIs treat sponsored products, to the risks of market concentration, this study shines a light on what’s coming next for online shopping.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:01:04] - The unique sandbox study design that reveals how AI models actually shop[00:02:10] - Why product reviews are more valuable than ever in an AI-first shopping world[00:03:28] - The surprising discovery regarding sponsored products[00:04:45] - Market concentration risk: why AI tends to favor established brands[00:06:40] - Mixed results on human-created product pages vs. AI-generated content[00:08:30] - The limits of current research and what’s next with TikTok Shop, AI-to-AI shopping, and voice commerce[00:10:15] - Why the real winners will be those focused on authentic product quality and customer satisfactionLinks & ResourcesNew research from Columbia Business School, What Happens When AI Does Your Shopping?Retail Media Breakfast Club article, AI-Native Brands Will Be The New Amazon FBA GoldrushSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
In today’s episode, I dive into a surprising paradox in the retail media world. While nearly 9 out of 10 brands say a retailer’s tech stack influences how they allocate ad spend, most retailers are still treating their technology decisions like state secrets. From awkward RFP scenarios to brand-side frustrations, we explore why this secrecy exists and how it could be slowing the entire industry down.I also unpack the results of a recent LinkedIn poll showing just how much brands and agencies care about transparency, share the four main reasons retailers keep things under wraps, and highlight one retailer that’s breaking the mold with refreshing openness. If you’ve ever wondered why retail media networks feel like a black box, and what needs to change, this episode is for you.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:45] - A surprising RFP story that shows how secretive retailers can be.[2:30] - Poll results: why 88% of brands say tech transparency matters.[4:15] - The four main reasons retailers hide their tech stack.[7:25] - How tech opacity stifles programmatic buying and scalability.[8:30] - A closer look at Home Depot’s transparent approach with Orange Apron Media.[10:04] - The hidden costs of secrecy: stagnation, budget migration, and trust deficits.[11:40] - Why transparency is now a competitive necessity in retail media.Links & ResourcesForbes article by Kiri Masters - Why Retail Media Networks Hide Their Tech Stacks From The Very Brands They Want To AttractRetail ad-tech stack LinkedIn poll resultsForbes article by Kiri Masters - Why Real-Time Bidding Is Retail Media's Next FrontierForbes article by Kiri Masters - Home Depot's Retail Media Chief Puts Suppliers At The CenterSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
I asked Amazon’s Rufus a simple question—and its answer was uncomfortably (and impressively) specific. In this episode, I unpack why that moment matters: Rufus appears to be building persistent memories about who we are as shoppers, shifting from a mere search tool into something that feels like a relationship. I break down how this differs from legacy “people who bought X also bought Y” personalization, why this could upend my prior stance on retailer chatbots, and what it means for both consumer brands and competing retailers. Think long‑term context, cross‑category intelligence, and what happens when your brand’s post‑purchase experience now influences future discoverability. Timeline Summary[0:00] — The surprisingly accurate Rufus moment that sparked this episode. [0:32] — Why “memory” is more than a feature update—it’s a relationship shift. [1:01] — Four ways memory beats traditional personalization: triggers, follow‑ups, methods, and context duration. [2:38] — Rethinking retailer chatbots vs. integrating with personal AI agents (ChatGPT, Gemini, Claude). [3:24] — Why most “me‑too” retail bots still fail—and the smarter bridge‑building play. [4:48] — Brand impact: switching costs rise; quality and “kept” rates become defensible moats. [5:50] — Retailer playbook: alliances, category depth, and in‑store data advantages. 🔗 LinksSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
In retail media, the biggest wins often come from bold, high-stakes decisions. In this episode, I sit down with a panel of industry leaders who share the risks they took that could have gone either way. From betting on unproven product colors, to pulling the plug on ads during peak hours, these stories will inspire you to rethink what it means to take a chance in retail media.If you’ve ever wondered whether that big, scary idea is worth pursuing, this episode just might give you the courage to take the leap!This episode is sponsored by Connected Commerce at Acosta GroupTimeline[1:11] - Josh Clarkson on a strategy that garnered 750M impressions via the world’s largest box of chocolates.[2:10] - Todd Weagant's gamble on a bold, exclusive headphone color that became an Amazon bestseller.[3:57] - Neha Gupta Malik’s high-stakes “go dark” search strategy with Walmart and the lessons it revealed.[5:18] - Why Connected TV (CTV) was a risky but rewarding investment for Mizkan America.[6:40] - Chris Lowrey's leap from one hero keyword to a diversified retail media strategy.Links & ResourcesLargest box of chocolates by Russell Stover - Guinness World RecordsFollow Josh Clarkson, Global Lead of Retail Media at Mars, on LinkedIn Follow Todd Weagant, Head of Sales at Masimo, 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
The retail media landscape is booming. But it’s also messy, fragmented, and heavily dominated by just a few players. In this episode, I unpack the challenges that brands face when navigating hundreds of retail media networks and explore whether alliances and federations might hold the key to leveling the playing field.From eerie parallels with the early days of digital advertising to emerging federations like Rippl, I take a closer look at why cooperation may be the only path forward for smaller players who want to compete with giants like Amazon and Walmart. This is the first episode in a four-part series where I’ll peel back the layers of what it really takes to build sustainable, effective retail media alliances.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] – How Google’s ad dominance offers a cautionary tale for today’s retail media chaos[00:57] – Amazon’s commanding market share and the growth gap facing other RMNs[02:00] – The “doom loop” of retail media networks: revenue vs. investment catch-22[03:00] – Why brands are frustrated: lack of standardization and the walled garden problem[04:36] – The case for federations: how alliances could reshape retail media[05:05] – Rippl: a national consortium offering advertisers scale across regional grocers[07:03] – Preview of the 4-part series exploring the mechanics, history, and future of RMN alliancesLinks & ResourcesLearn more about Yield: How Google Bought, Built, and Bullied its Way to Advertising Dominance by Ari PaparoFollow Ari Paparo on LinkedInArticle by Grocery Dive about RipplSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
The world of advertising is changing faster than many expected and AI is leading the charge. In this episode, I dive into the rise of advertising inside large language models (LLMs) and explore whether eMarketer’s $25 billion projection for AI-driven search ads in the next five years is really as far-fetched as some think.From Microsoft’s early experiments with sponsored links in Bing Chat, to Amazon’s push into AI-driven recommendations, to Perplexity’s twist on sponsored prompts, the landscape is already evolving in ways that could redefine how brands reach consumers. I also look at the global picture, including China’s AI commerce integration, and dig into why retail media as we know it could face an existential threat as consumers shift more of their research and buying decisions into AI-powered conversations.We’ll also explore what smart retailers and brands must do to adapt: treating AI agents as VIP customers, rethinking loyalty programs, and preparing for a world where AI dynamically generates ads in real time based on context. This isn’t a distant future, it’s happening right now.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - The $25 billion projection for AI search advertising and why it raised eyebrows.[01:00] - How Microsoft, Amazon, and Perplexity are already monetizing conversational AI.[03:00] - A look at China’s approach: super apps and commerce-first AI.[04:00] - Why retail media may lose ground as shoppers shift to LLM-driven research.[06:17] - Emerging ad formats: showroom ads and dynamic ad generation.[07:30] - Why conversational ads are proving more effective than traditional search ads.[08:00] - The playbook for retailers: making it easy for both humans and AI agents to shop.Links & ResourceseMarketer article with $25 billion AI ad projectionsMy article on this topic on the Retail Media Breakfast Club blogSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Did you know that while 70% of shoppers have experimented with AI tools to help them shop, fewer than 15% have actually used a retailer’s AI shopping assistant? In this episode, I unpack fresh shopper research from Acosta Group that reveals which retail AI tools are getting traction (and which are still invisible to most consumers).We’ll dive into surprising adoption numbers for tools like Amazon’s Rufus, Walmart’s Sparky, and category-specific assistants like Kroger’s Chefbot and Ulta’s GLAMlab. I share what this data tells us about placement, awareness, and how retailers can make AI assistants an integrated part of the shopping experience rather than a hidden gimmick. Plus, I explore what all of this means for brands trying to win in the evolving AI-enabled shopping landscape.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - The surprising gap between general AI use and retailer AI assistant adoption[01:00] - Usage stats for Amazon Rufus, Walmart Sparky, Kroger Chefbot, and Ulta GLAMlab[02:45] - Why launch timing isn’t the key to AI assistant success[03:30] - The “front door always wins” rule: why placement beats features[05:00] - How reach and frequency shape awareness and adoption[06:15] - Why category retailers should double down on specialization[07:45] - Three takeaways retailers need to accept about AI assistant success[08:45] - What brands must prepare for in the fragmented retail AI landscapeLinks & ResourcesAcosta Group's Shopper InsightsSupermarket News article on Kroger ChefbotMy article Walmart Reveals AI Roadmap That Points To A World Without Search BarsMy 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