Retail Media Breakfast Club

This is the final episode of the year, and honestly, I can’t quite believe how far Retail Media Breakfast Club has come since launching back in January. From passing 50,000 downloads, to realizing just how many smart, thoughtful people are paying attention, this episode is a moment to pause, reflect, and share what I’ve learned along the way.I unpack some very personal lessons from running a near-daily newsletter/podcast in an industry that’s still very much being invented in real time. From embracing beginner’s mindsets and navigating burnout, to understanding why drama drives engagement (and when it’s not worth it), this is a behind-the-scenes look at what it actually takes to show up consistently.This episode is sponsored by Mirakl AdsTimeline[00:00] – Reflecting on launching Retail Media Breakfast Club and hitting 50,000 downloads[01:00] – What Vampire Weekend taught me about building a career in retail media[02:25] – Why we’re all beginners in retail media (even the so-called experts)[04:15] – My biggest blind spot: ad tech, and how I had to relearn the fundamentals[06:45] – The reality of publishing content four days a week and managing burnout[09:00] – Why “quantity is quality” and how consistency creates real momentum[11:45] – Drama, debate, and drawing personal boundaries in public industry discourseLinks & ResourcesMy tech stack flow diagram - How an RMN's tech stack impacts your advertising resultsBreakfast for Dinner with Retail Media Breakfast Club & Mirakl Ads in NYC. I am co-hosting a dinner for RMN leaders with the sponsor of this newsletter & Podcast, Mirakl Ads. Join me, Mirakl’s Chief AI officer Anne Baschet, and RMN leaders from Costco & CVS for Breakfast for Dinner on Saturday Jan 10, 2026. Senior leaders at RMNs may register their interest here.Retail Media Therapy Celebrity Death Match in NYC. I’m doing another debate, this time going to head-to-head with my frenemies-slash-industry legends Colin Lewis, Sarah Marzano (EMARKETER), and Claire Wyatt (The Trade Desk). Hosted by Zitcha, QSIC and Grace & Co. Monday Jan 12 - arrive at 5 for a 5:30 kickoff. Register your interestSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

I’m pulling back the curtain on something I’m asked about constantly: how I actually stay on top of the nonstop flow of retail media news, analysis, and thought leadership. I definitely don’t catch it all, and you shouldn’t feel bad if you don’t either. But I have built a rhythm and a process that helps me make sense of this fast-moving space without completely frying my brain.In today’s ep, I share the  tools, habits, and systems I use. From the podcast apps I separate for work vs. unwinding, to the newsletters and Substack ecosystem that function like “vegetables” in my content diet, to my favorite ways to capture and store insights so I can actually find them later. I also dive into why traditional trade media still matters, and how to make LinkedIn work for you, even with its currently maddening algorithm. If you’re looking to level up your own media diet in 2026, this one’s for you.This episode is sponsored by Mirakl AdsTimeline[00:15] – Why I still feel behind, even as a full-time content consumer/creator[01:30] – The mega resource database I’ve pulled together for you[02:15] – How I split my podcast listening between Apple Podcasts and Snipd[03:30] – The Snipd → Notion workflow that saves my long-term memory[04:50] – Why I chose beehiiv over Substack (and the network-effect dilemma)[07:30] – The enduring value of traditional media and industry publications[09:00] – My love–hate relationship with LinkedIn’s algorithm, and how to tame itLinks & ResourcesGet the full list of my favorite publications, newsletters and podcasts hereBreakfast for Dinner with Retail Media Breakfast Club & Mirakl Ads. I am co-hosting a dinner for RMN leaders with the sponsor of this newsletter & Podcast, Mirakl Ads. Join me, Mirakl’s Chief AI officer Anne Baschet, and RMN leaders from Costco & CVS for Breakfast for Dinner on Saturday Jan 10, 2026. Senior leaders at RMNs may register their interest here.Retail Media Therapy Celebrity Death Match. I’m doing another debate, this time going to head-to-head with my frenemies-slash-industry legends Colin Lewis, Sarah Marzano (EMARKETER), and Claire Wyatt (The Trade Desk). Hosted by Zitcha, QSIC and Grace & Co. Monday Jan 12 - arrive at 5 for a 5:30 kickoff. Register your interestSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

Agentic commerce continues to spark tension across the industry. Today, I’m diving straight into one of the biggest debates: whether Amazon’s refusal to embrace open agent interoperability means agentic shopping is doomed. This conversation was inspired by ad industry analyst Eric Seufert, whose skepticism about agentic commerce I genuinely value. But as I explain, there are several key assumptions baked into his argument I simply don’t buy.I break down why Amazon’s structural advantages don’t automatically translate to veto power over agentic commerce, why grocery is the actual battleground to watch, why Walmart and other retailers hold more leverage than expected, and how interoperability economics make an agent-driven future increasingly inevitable. Most importantly, I share why retailers shouldn’t play a game of chicken with Amazon.This episode is sponsored by Mirakl AdsTimeline[00:00] Why Eric Seufert’s skepticism about agentic commerce is healthy.[01:30] Breaking down Amazon’s structural advantages and the Rufus effect.[03:36] The flaw in assuming agentic commerce requires Amazon’s participation.[06:30] Why grocery — not general ecommerce — is the true agentic battleground.[08:30] The signal that Amazon already sees lower-funnel risk ahead.[10:46] Interoperability economics and why most retailers want agents to thrive. [12:26] Why Amazon isn’t the only car in the agentic commerce “game of chicken.”Links & ResourcesEric Seufert threw down the gauntlet against agentic shopping a couple of months ago in his essay Agentic Commerce is a MirageRecently, Eric revisited one of those arguments on LinkedIn: Amazon as gatekeeperFollow Eric Seufert on LinkedInRead my related articles:Unfiltered Thoughts From UnboxedHave Retailers Lost Discovery to AI for Good?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this episode of the Retail Media Breakfast Club, I reflect on a recent conversation from the a16z Podcast and the surprisingly relevant lessons that venture capital can teach retail media networks. Listening to Marc Andreessen, Ben Horowitz, and Margit Wennmachers talk about how a16z deliberately broke VC’s long-standing “code of silence” reminded me so much of the paradoxes I saw back when I ran my Amazon agency. In short; everyone wanted transparency, but no one wanted to contribute to it.Today I'm breaking down five powerful marketing lessons from the world of VC that retail media networks can apply right now to stand out and build real relationships with brands. From redefining who the true customer is, to creating genuinely useful content, to bundling value in ways that go far beyond ad inventory — these highlights completely reframed how I think about RMN differentiation. This episode is sponsored by Mirakl AdsTimeline[00:00] Why clients loved my agency's work but refused to give testimonials (and how this quandary mirrors retail media’s transparency problem)[01:11] Lesson 1: Redefining who the real customer is (and why retailers struggle with B2B motions)[03:04] Lesson 2: Creating content that actually serves brand advertisers instead of repeating the same three USPs[05:39] Lesson 3: Building direct channels instead of relying on trade-press-only PR strategies[07:36] Lesson 4: The “bundling” model inspired by Hollywood talent agencies (and its RMN equivalent)Links & ResourcesWatch full a16z episode on YouTube - The Secret Marketing Strategy That Built a16z: From Zero to Legendary VC FirmSubscribe to the a16z PodcastRead my related articles:Why RMNs Keep Their Tech Stacks SecretHow Can RMNs Tap Upper-Funnel Brand BudgetsSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this episode, I expand on my latest column in The Drum, where I unpack new data showing that Amazon now averages 25+ sponsored products per page load—far more than Walmart or Home Depot. Despite fears that ad overload would harm the customer experience, Amazon maintains near-universal ad coverage while keeping relevance high, even on complex long-tail searches. That level of performance is only possible because Amazon invested early in sophisticated ad tech capable of matching ads to intent across every type of query.I also explore why Amazon’s high-density ad surface still works economically. By expanding formats and inventory, Amazon moderates CPC inflation while still driving huge revenue volumes—something most mid-tier retailers can’t replicate without upgrading their ad tech. For retailers, brands, and agencies, Amazon’s model is both a blueprint and a warning: dense ad monetization only works if relevance, user experience, and supply all scale together.This episode is sponsored by Mirakl AdsTimeline00:00 – Amazon really is a sea of ads!00:30 – How Amazon’s ad load compares to Walmart and Home Depot01:35 – Why Amazon’s dense ad surface still works02:45 – Long-tail queries and why most retailers fail to monetize them04:00 – The “doom loop” for mid-tier retail media networks05:10 – Amazon’s Unified Campaign Manager and keeping relevance high06:45 – The economics of abundant inventory and moderated CPCs08:15 – What Amazon’s ad saturation means for everyone elseLinks & ResourcesRead my full article on The Drum - You're not imagining it: Amazon really is a sea of ads (and it still works)Get Pentaleap's H2 2025 Sponsored Products Benchmarks ReportRead my articles:The Retail Media Doom LoopBest Buy Wants To Become An Ad Platform, Not Just Another RMNSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In today’s episode, I dig into one of the biggest internal conflicts inside retail organizations—the clash between merchant teams and retail media teams. One side is incentivized to fill every available ad slot, the other is responsible for driving product sales, and shoppers are the ones caught in the crossfire. As Charlie Munger said, “Show me the incentive and I’ll show you the outcome,” and retail media is no exception.I share highlights from a recent LinkedIn Live with Andreas Reiffen, CEO and co-founder of Pentaleap, whose 2025 Sponsored Products Benchmark Report exposes cracks in the old model of separating organic search from sponsored placements. We unpack why retailers are finally beginning to merge these two systems into a single, relevance-driven engine, and how this “fluid” approach could end the long-running merchant vs. media standoff once and for all.This episode is sponsored by Mirakl AdsTimeline02:15 — The incentive problem: why merchant and media teams often work against each other03:30 — Andreas explains why onsite search tech already solved relevance years ago05:12 — The consequences of running two ranking engines that don’t communicate05:56 — The Fifth Avenue analogy: how fixed ad slots waste precious digital real estate07:00 — How dynamic, margin-based ranking blends organic + sponsored into one algorithm09:13 — Macy’s and Home Depot shift from fixed to fluid sponsored product distribution10:45 — A key question brands should ask every retailer about their algorithm setupLinks & ResourcesWatch the full replay of my LinkedIn Live with Andreas ReiffenGet Pentaleap's H2 2025 Sponsored Products Benchmarks ReportFollow Andreas Reiffen on LinkedInRead my articles:3 New Developments In RTB (Real Time Bidding) For Retail MediaHave Retailers Lost Discovery to AI for Good?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

In this 'Snips' episode, I unpack some of the most thought-provoking ideas from tech analyst Benedict Evans’ recent interview on The Knowledge Project, specifically his comparison of AI to the invention of the iPhone. Not electricity. Not the Industrial Revolution. The iPhone. And the second-order effects of that comparison are much more relevant than you might think for retail media and the future of commerce.I explore what this platform shift means for retailers, retail media networks, and the shopping journey as we know it. From behavior resets to disappearing data moats, to the existential risk facing both onsite and offsite RMN revenue, I break down why AI-enabled shopping represents a genuine unbundling of the retail experience, and why the window to respond is rapidly closing.This episode is sponsored by Mirakl AdsTimeline[00:22] – Why Benedict Evans compares AI not to electricity, but to the iPhone (and why that matters).[01:37] – How early assumptions about mobile were completely wrong, and what that teaches us about today’s AI shift.[03:06] – What retailers are getting wrong by treating AI like a “feature” instead of a platform transition.[04:30] – Understanding the consumer behavior reset that threatens retail sites as the starting point for shopping.[06:11] – Why onsite retail media revenue is vulnerable when LLMs intercept the shopping journey.[10:20] – The shrinking window for retailers to build AI-native consumer habits before external agents capture them.Links & ResourcesWatch the full Benedict Evans appearance on The Knowledge Project Podcast - Why Everyone Is Wrong About AI (Including You) | Benedict EvansSubscribe to The Knowledge Project Podcast YouTube channelFollow Benedict Evans on LinkedInRead my related articles:Have Retailers Lost Discovery to AI for Good?Maybe Ads in AI Don't Have To Suck?I'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 December 4 at 11AM ET! Join us LIVE hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn

Costco has always been the effortlessly cool kid of the retail media world: unbothered by hype, quietly confident, and doing things entirely on its own terms. In this episode, I unpack what makes Costco’s retail media approach so different from the 80+ U.S. retail media networks vying for attention, and why their “member-first, margin-second” philosophy is more than just a tagline.After digging through Mark Williamson (Retail Media AVP at Costco) interviews, I piece together a clearer picture of how Costco is building a retail media business that deeply aligns with its culture, elevates member value, and defies the standard playbook. I explore their unique team structure and ruthlessly disciplined data foundation, as well as the philosophical stance that guides every media decision they make.This episode is sponsored by Mirakl AdsTimeline[00:19] – Why Costco avoids the splashy retail media hype and plays the long game[02:53] – Mark Williamson explains why “monetization” isn’t even in Costco’s vocabulary[04:47] – The uncompromising member-first philosophy and how it blocks “free money”[07:15] – How Costco’s Growth Management Team bridges merchants and media[09:00] – Why retail media revenue is immediately reinvested into merchandising[10:10] – The power of 100% member-identified transactions and deterministic dataLinks & ResourcesThis episode expanded on my recent article for The Drum - Costco: the retail media network that refuses to promote itselfThe Commerce Collective full episode with Mark Williamson - Putting Members First: How Value Guides Costco’s Retail Media VisionThe CPG Guys full episode with Mark Williamson - Media that Drives Retail Sales with Costco’s Mark WilliamsonFollow Mark Williamson, Retail Media AVP at Costco, on LinkedInRead my articles:The ‘How Brands Grow’ Dogma Wants To Have A Word With Retail MediaHow Can RMNs Tap Upper-Funnel Brand BudgetsI'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 December 4 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 this halftime recap of Black Friday — Cyber Monday, I unpack the avalanche of headlines claiming that AI shopping has finally arrived. Everywhere you look, analysts are touting explosive growth — 805% spikes, billions in generative AI-influenced sales, and a surge in chatbot-assisted shopping sessions. But as I dig into the data, I’m asking a much more important question: Does any of this actually signal a shift in real shopper behavior? The picture is far more nuanced than the hype suggests.I walk through what the numbers truly reveal, why AI referrals may be inflated by simple math, and what early usage patterns can — and cannot— tell us about consumer adoption. We also look at the timing mismatch of newly released AI shopping tools, why retailers themselves are blocking the very future they claim to want, and where genuine behavior change did happen this weekend. If you’re trying to understand what’s real and what’s noise in this year’s holiday results, this episode will help you read between the lines.This episode is sponsored by Mirakl AdsTimeline[00:15] The big headline stats: AI-driven traffic surges and billions in generative-AI-influenced Black Friday sales.[01:45] Why the 805% AI referral growth may say more about user base expansion than shopper behavior.[03:00] The real reason Rufus conversions appear higher, and why it’s likely better search, not agentic shopping.[04:00] The rush-job rollout of AI shopping tools and why consumers had almost no time to learn them before the retail holidays.[05:30] How retailers are blocking AI tools to save server costs (and the hidden downside for product visibility).[07:00] What actually changed this weekend: mobile dominance, wallet adoption, margins holding, and AI-powered customer support surging.Links & ResourcesIan Simpson, SVP of Innovation & Strategy at Sensor Tower, shared an insightful post on LinkedInScot Wingo has been tracking agentic commerce announcements on his Retailgentic blogJames Taylor, founder of ad-tech firm Particular Audience, dropped a post that captures the contradiction at the heart of retail's AI strategy2025 Turkey 5 Salesforce DataMy latest piece for The Drum shares how Amazon keeps its ad coverage super high, and other retailers are moving in the same direction. Read here: You're not imagining it: Amazon really is a sea of ads (and it still works)If you want a primer on the new research which I shared in The Drum article, join me and Pentaleap CEO Andreas Reiffen for a deep-dive this week, Thursday Dec 4 at 11AM ET [register for the LinkedIn Live event here]Are 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 digging into a fiery debate that lit up LinkedIn — one that questions whether retail media is measuring the right things at all. After reading a thought-provoking post from Steve Gray, I found myself going down a rabbit hole of insights, rebuttals, and philosophical clashes about how brands actually grow—and what retail media should be optimizing for. Spoiler: the answers aren’t as simple as ROAS and impressions.In this episode, I unpack the tension between Byron Sharp’s “How Brands Grow” principles and the reality of how budgets get allocated in retail media today. You’ll hear perspectives from industry leaders pushing back on performance-only thinking, calling for better context, better metrics, and a more nuanced understanding of the messy, chaotic shopper journey. If you’ve ever wondered why the theory sounds so elegant but the execution feels so broken, this one is for you.This episode is sponsored by Mirakl AdsTimeline[00:22] – The LinkedIn post from Steve Gray that kicked off this entire discussion[01:16] – A quick primer on How Brands Grow and why penetration matters more than loyalty [02:45] – Steve Gray’s call for new metrics and why retail media struggles to operationalize them [04:51] – Jordan Witmer's argument for why impression-based models misread retail media [06:13] – Yuni Baker-Saito's warning that marketers are over-relying on measurement at the expense of context [07:46] – Anne Hallock's “chaos pendulum” and why the shopper journey no longer follows a clean funnel [09:15] – Why brands still default to ROAS, and why retail media keeps selling it despite its limitsLinks & ResourcesThis episode expanded on my recent article for The Drum - The ‘How Brands Grow’ crowd need to have a word with retail mediaThe LinkedIn post from Steve Gray that kickstarted the debateRead my articles:Retail Media's Measurement Problem: It's Not Just the RetailersHow Can RMNs Tap Upper-Funnel Brand BudgetsAre 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 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