Is Amazon’s new ‘Retail Ad Service’ just a trojan horse?

Retail Media Breakfast Club

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Ferrari Fandom, Supercharged by AI 27:35

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MP3•Beranda episode

This episode is inspired by Kiri Masters’ Forbes article, "Amazon Wants To Sell Its Ad-Tech To Retailers. Is It A Trojan Horse?" published on January 13, 2025.

Will retailers embrace Amazon's bold move into retail media technology? In this episode, we delve into the strategy that’s sparking both excitement and skepticism across the industry. From gaining access to Amazon's vast pool of advertisers to concerns over data privacy, we explore why smaller retailers might see an opportunity while the giants remain cautious.

Tune in for fresh insights on how this game-changing development could reshape the retail media landscape.

Link to Kiri's Forbes article: https://www.forbes.com/sites/kirimasters/2025/01/13/amazon-wants-to-sell-its-ad-tech-to-retailers-is-it-a-trojan-horse/
Mikael Brakker's post on LinkedIn : https://www.linkedin.com/posts/mikaelbrakker_amazon-adtech-retailmedia-activity-7283388360428015616-pLf7?utm_source=share&utm_medium=member_desktop
Roger Dunn's post on LinkedIn : https://www.linkedin.com/posts/rogerdunn_retailmedia-retailers-retailnews-activity-7283258379278426112-ALyF?utm_source=share&utm_medium=member_desktop

CHAPTERS:

(00:00:00) What's in store for today
(00:00:29) About the Show
(00:00:51) Bull Case for Amazon Retail ad service
(00:02:27) Instacart's Retail ad service success story
(00:03:09) Bear Case for Amazon Retail ad service
(00:04:13) Retailer Size Counts
(00:05:16) Amazon's Challenges and Competitors
(00:06:46) Conclusion
(00:07:19) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

141 episode

#Business #Marketing #Kiri Masters #Retail Media #E-Commerce #Digital Advertising #Marketplace #Retail Trends #Brand Strategy #Retail Innovation #Advertising Strategy #Retail Analytics #E-commerce Growth

Is Amazon’s new ‘Retail Ad Service’ just a trojan horse?

Retail Media Breakfast Club

published sekitar setahun yang lalu

MP3•Beranda episode

This episode is inspired by Kiri Masters’ Forbes article, "Amazon Wants To Sell Its Ad-Tech To Retailers. Is It A Trojan Horse?" published on January 13, 2025.

Tune in for fresh insights on how this game-changing development could reshape the retail media landscape.

CHAPTERS:

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

141 episode

All episodes

Retail Media Breakfast Club

1
Meet The First Retail Media Federations & Consortiums (Part 2) 10:07

19 hours yang lalu10:07

10:07

Last week’s big announcement from Best Buy caught my attention. Not just because of its splashy branding moves with gaming and sports, but because it hinted at a more collaborative model for retail media. Could this be the beginning of federations and consortiums reshaping the retail media landscape? In this episode, I dive into part two of my series on retail media alliances. From Europe’s pioneering Valiuz alliance, to Rippl's breakthrough partnership with Hy-Vee here in the U.S., I explore the real-world models that are already proving federations can work. I also break down why consolidation may be the lifeline smaller networks need, and the critical challenge of measurement standardization that could make (or break) these collaborations. This episode is sponsored by Connected Commerce at Acosta Group Timeline [00:36] - Lisa Valentino’s vision for Best Buy as a network beyond retail [02:22] - Why fragmentation makes the current retail media model unsustainable [02:52] - Valiuz in Europe: a federation covering 80% of French households [03:15] - Rippl’s U.S. breakthrough with Hy-Vee’s RedMedia [04:00] - Regional consortiums empowering smaller grocers [05:11] - Why scale matters: the challenge for long-tail RMNs [07:09] - The measurement problem: why standardization is both the biggest hurdle and the biggest opportunity Links & Resources Part 1 of this series How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1) Read my article for The Drum Inside Best Buy’s first ad showcase as it makes a major play for retail media budgets Info about Valiuz retail media solutions Article by Grocery Dive about Hy-Vee & Rippl Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Growth Beyond Amazon: Tapping Into Retail Media's Broader Opportunities (Part 2 of 3) 8:25

5 hari yang lalu8:25

8:25

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 Group Timeline [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 spend Links & Resources Read Part 1 of this series Brands Are From Mars, Retailers Are From Venus Follow Cody Tusberg on LinkedIn Read 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 newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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ROAS Isn’t Enough — The Buyer’s Checklist for Retail Media 9:54

6 hari yang lalu9:54

9:54

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 Group Timeline [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 & Resources Watch the full Retail Media Tech Jam: The Middlemen X Retail Media Breakfast Club livestream replay on LinkedIn Listen to The Middlemen podcast Follow Tom Limongello on LinkedIn Follow Scott Messer on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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The Retail Media Doom Loop 10:01

7 hari yang lalu10:01

10:01

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 Group Timeline [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 do Links & Resources Watch the full Retail Media Tech Jam: The Middlemen X Retail Media Breakfast Club livestream replay on LinkedIn Listen to The Middlemen podcast Follow Tom Limongello on LinkedIn Follow Scott Messer on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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AI Agent Shopping & Existential Threats To Retail Media 9:04

8 hari yang lalu9:04

9:04

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 Group Timeline [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 customers Links & Resources Listen to the full episode 'How to Master Retail Media with Kiri Masters' on the Commerce Media Matters podcast Subscribe to Commerce Media Matters Follow Nick Morgan on Linkedin Follow Paul Blackburn on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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Brands are from Mars, Retailers are from Venus: Getting Inside the Head of Retailers (Part 1 of 3) 9:50

12 hari yang lalu9:50

9:50

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 Group Timeline [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 alignment Links & Resources Follow Cody Tusberg on LinkedIn Read 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 newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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9 Ways Retailers & Brands Can Make Loyalty Programs Attractive... To AI Agents 7:58

13 hari yang lalu7:58

7:58

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 Group Timeline [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 ecosystems Links & Resources Subscribe to Stephanie Meltzer-Paul's So Many Points , a newsletter for loyalty and CRM marketers Follow Stephanie Meltzer-Paul on LinkedIn Read my article How Loyalty Programs Give Retailers the Edge in an AI Shopping Future Read my article Sam's Club Bets Big on 'Experiential' Retail Media New research from Yale & Columbia, What Happens When AI Does Your Shopping? Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Your AI Agent Just Got Hacked 7:40

14 hari yang lalu7:40

7:40

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 Group Timeline [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 & Resources Read my article How Open AI's "Operator" Will Change Retail As We Know It Global identity verification company Trulioo AI fraud management company Riskified Human verification company World Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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Sam's Club Races To Win Retail Media Network Share Through Experiences 7:42

15 hari yang lalu7:42

7:42

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 Group Timeline [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 2026 Links & Resources Read my Forbes article Sam's Club Bets On Experiential Media With IndyCar Sponsorship Read my article Sam's Club RMN: Notes from my interview with GM Harvey Ma Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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Tips For Getting The Most Out Of Retail Conferences [Panel Episode] 6:30

18 hari yang lalu6:30

6:30

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 Group Timeline [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 industry Links & Resources Follow Kelsey Knight, Chief Commercial Officer at Slumberkins, on LinkedIn Follow Neha Gupta Mallik, Head of Connected Commerce at Mizkan America, on LinkedIn Follow Chris Lowrey, Brand Director at Our Home, on LinkedIn Follow Danny Silverman, growth consultant at Silver Stream Strategic Consulting, on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Big Agencies & Retail Media: A Slightly Unhinged Relationship 9:38

19 hari yang lalu9:38

9:38

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 Group Timeline [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 media Links & Resources Download Infillion's research report What Buyers Really Want From Retail Media Networks Read From ‘Fame and Distribution’ to ‘Gaming Attribution’ from Andrew Lipsman's Media, Ads + Commerce Substack newsletter Read my recent article How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1) Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Loyalty Programs To Give Retailers An Edge In AI Shopping Future? 10:56

20 hari yang lalu10:56

10:56

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 Group Timeline [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-backs Links & Resources Subscribe 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 opinions Follow Stephanie Meltzer-Paul on LinkedIn New 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 newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
AI Agents Hate Ads Today — But Will That Last? 10:19

21 hari yang lalu10:19

10:19

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 Group Timeline [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 yet Links & Resources New 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 Goldrush Subscribe to Scot Wingo's Retailgentic on YouTube Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Are retail media specialists involved in product development? [Panel Episode] 7:25

26 hari yang lalu7:25

7:25

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 Group Timeline [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 sales Links & Resources Follow Alicia Ponzani, Ecommerce Manager at Premier Nutrition, on LinkedIn Follow Brie Keating, Director of Ecommerce at Wilton, on LinkedIn Follow Jamie Roller, Director of Marketplaces at Dr. Squatch, on LinkedIn Follow Kelsey Knight, Chief Commercial Officer at Slumberkins, on LinkedIn Follow Neha Gupta Mallik, Head of Connected Commerce at Mizkan America, on LinkedIn Follow Chris Lowrey, Brand Director at Our Home, on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
What Is Your AI Agent Buying? [New Columbia & Yale Research] 10:26

27 hari yang lalu10:26

10:26

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 Group Timeline [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 satisfaction Links & Resources New 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 Goldrush Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Why RMNs Keep Their Tech Stacks Secret From The Very Brands They Want To Attract 12:21

28 hari yang lalu12:21

12:21

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 Group Timeline [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 & Resources Forbes article by Kiri Masters - Why Retail Media Networks Hide Their Tech Stacks From The Very Brands They Want To Attract Retail ad-tech stack LinkedIn poll results Forbes article by Kiri Masters - Why Real-Time Bidding Is Retail Media's Next Frontier Forbes article by Kiri Masters - Home Depot's Retail Media Chief Puts Suppliers At The Center Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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Rufus Remembers Me 8:02

29 hari yang lalu8:02

8:02

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. 🔗 Links Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

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Risky Retail Media Decisions That Paid Off [Panel] 8:03

5 weeks yang lalu8:03

8:03

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 Group Timeline [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 & Resources Largest box of chocolates by Russell Stover - Guinness World Records Follow Josh Clarkson, Global Lead of Retail Media at Mars, on LinkedIn Follow Todd Weagant, Head of Sales at Masimo, on LinkedIn Follow Neha Gupta Mallik, Head of Connected Commerce at Mizkan America, on LinkedIn Follow Chris Lowrey, Brand Director at Our Home, on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1) 8:23

5 weeks yang lalu8:23

8:23

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 Group Timeline [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 alliances Links & Resources Learn more about Yield: How Google Bought, Built, and Bullied its Way to Advertising Dominance by Ari Paparo Follow Ari Paparo on LinkedIn Article by Grocery Dive about Rippl Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Ads in AI Are Older Than You'd Think 9:04

5 weeks yang lalu9:04

9:04

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 Group Timeline [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 & Resources eMarketer article with $25 billion AI ad projections My article on this topic on the Retail Media Breakfast Club blog Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Retailer AI Assistants: Are Shoppers Actually Using Them? 9:01

5 weeks yang lalu9:01

9:01

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 Group Timeline [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 landscape Links & Resources Acosta Group's Shopper Insights Supermarket News article on Kroger Chefbot My article Walmart Reveals AI Roadmap That Points To A World Without Search Bars My article Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 1) Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
The Coming AI Marketplace Gold Rush 11:26

6 weeks yang lalu11:26

11:26

Remember the Amazon FBA boom? When all you needed was an Alibaba find, a seller account and a dream? Between 2012 and 2020, thousands of entrepreneurs built entire businesses inside Amazon’s walls. And for a while, it was a gold rush. But like all gold rushes, the music eventually stopped. Costs went up, competition flooded in, and only a select few brands broke free. Today, we’re standing at the edge of a similar moment — this time, powered by AI marketplaces. Imagine AI agents that don’t just recommend products, but handle the entire transaction right inside the conversation. The opportunity is huge… but the window will be even shorter. In this episode, I unpack the striking parallels between Amazon’s FBA era and the coming wave of AI-powered commerce, explore what AI-native brands might look like, and explain why the gold rush could be over in months, not years. This episode is sponsored by Connected Commerce at Acosta Group Timeline [00:00] – Looking back at the Amazon FBA boom and how it created a new business model for entrepreneurial suburbanites. [02:13] – The simplicity and early profitability of FBA for first movers. [04:02] – The predictable shift from organic discovery to pay-to-play on Amazon. [05:23] – How AI marketplaces could compress the same cycle into months. [07:14] – The rise of AI-native brands and how small teams could scale to $100M+. [09:15] – The risk of losing control over customer relationships in an AI-driven shopping world. [10:12] – Why the AI marketplace gold rush will close much faster than Amazon’s. Links & Resources Marketplace Pulse article Amazon Takes a 50% Cut of Sellers' Revenue Retail Media Breakfast Club article Mary Meeker Is So Back: My Notes From Her 340-Page AI Futurecast Karl Haller episode of Retailgentic podcast The AI-Native Brand Revolution: A Conversation with IBM’s Karl Haller Follow Karl Haller on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
Criteo’s Frenemies Pile On 9:25

6 weeks yang lalu9:25

9:25

When your own tech partners start publicly celebrating your struggles, you know the game has changed. In this episode, I unpack the fascinating shake-up happening in retail media, sparked by Criteo’s recent challenges — from high-profile client losses to a wave of nimble competitors seizing their moment. What’s even more intriguing? Many of these challengers once relied on Criteo’s own infrastructure to get started. We’ll dive into the irony of Criteo facing the very playbook it once used to disrupt the adtech giants of the past, the role of real-time bidding in eroding their moat, and the strategic crossroads they face today. Will they acquire their way back into the lead, or will a consolidation of challengers rewrite the rules entirely? This episode is sponsored by Connected Commerce at Acosta Group Timeline [0:12] – Adweek article reveals Criteo’s client losses and competitive pressures [0:51] – Competitors’ cheeky LinkedIn reactions and what they signal about the market [2:00] – The irony: Criteo once played this disruptor role in adtech! [3:18] – How real-time bidding is dismantling Criteo’s pricing power [4:47] – The 'frenemy' effect: why partners are now becoming rivals [6:05] – Two scenarios for how this standoff could end [8:21] – The ticking clock: looming shifts toward AI-driven shopping Links & Resources Kathryn Lundstrom's Criteo article on Adweek LinkedIn thread featuring Jon Flugstad from Moloco, Andreas Reiffen from Pentaleap, and Drew Cashmore from Vantage reacting to the Adweek Criteo article on LinkedIn AdExchanger article from 2015 that discusses Criteo's former ad tech disruptor status Retail Media Breakfast Club's real-time bidding visual explainer Kiri Masters' Forbes article DSPs Promise To Unlock Retail Media Demand. What’s Holding Retailers Back? Pentaleap and TEADS partnership announcement Skai and Koddi partnership announcement Retail Media Breakfast Club article Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 1) Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

Retail Media Breakfast Club

1
A retail media metric that isn't shiny or new but one that you return to again and again 6:23

6 weeks yang lalu6:23

6:23

Let’s be real: retail media is full of shiny, headline-grabbing metrics that come and go with the latest trends. But in today, I’m digging into the metrics that brand leaders swear by day in and day out AKA the workhorses that drive real business decisions. I asked three brand-side leaders to share that one metric they come back to time and again, even when the industry is distracted by the 'next big thing'. We’ll hear why TACoS is the daily go-to for navigating the quirks of Amazon vendor revenue, how market share keeps your brand grounded in a sea of competitive noise, and why new-to-brand is the holy grail for understanding true discovery. If you're ready to cut through the fluff and focus on what actually moves the needle, this one’s for you. This episode is sponsored by Connected Commerce at Acosta Group Timeline [1:28] – Luiz Antunes on why TACoS remains his north star for budget tracking, especially around events like Prime Day. [3:04] – Danny Silverman explains how market share reveals the truth about performance in a turbulent category landscape. [4:33] – Elizabeth Rivas shares how new-to-brand metrics fuel AlgaCal’s discovery-driven strategy and guide ad creative planning. [5:30] – Exploring which ad formats are actually pulling in new customers using AMC insights. [6:03] – Wrap-up and a reminder that these foundational metrics keep us anchored, no matter the trends. Links & Resources Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn Follow Luiz Antunes on LinkedIn Follow Danny Silverman on LinkedIn Follow Elizabeth Rivas on LinkedIn…

Retail Media Breakfast Club

1
Agentic Shopping Poses An Existential Threat To Retail Media (Part 2) 9:45

6 weeks yang lalu9:45

9:45

In part two of my conversation with Scott Wingo, we dive deeper into how AI-powered agentic shopping could reshape - and potentially upend - the current retail media landscape. We explore what happens when AI becomes the primary interface for shopping leaving behind the traditional retailer website. Who stands to lose the most? Who has a shot at staying relevant? We also question whether retail media's dominance is as secure as it seems, especially for players heavily invested in e-commerce and ad revenue. Scott and I touch on intriguing strategic differences between Amazon and Walmart’s AI integration philosophies, and how loyalty programs could become a retailer’s secret weapon in this evolving game. If you’ve been wondering where brands should place their bets in an AI-powered future, this is the episode for you. This episode is sponsored by Connected Commerce at Acosta Group Timeline [00:01:15] - Why we’re skeptical about a future without ads in generative AI [00:02:45] - Will in-store trade budgets become the safest media investment? [00:03:29] - Agentic shopping's potential market share by 2030 and what that really means [00:04:10] - Which retailers are most vulnerable to losing their retail media advantage [00:05:48] - Is Instacart in trouble? The challenges agents pose to their ad business [00:06:53] - The untapped potential of loyalty programs in an AI-driven world [00:08:15] - How retailers can still win with differentiation—speed, returns, and selection [00:08:45] - Walmart vs. Amazon: Two radically different approaches to AI agents Links & Resources Watch full Retailgentic episode with Kiri Masters on YouTube Listen to full Retailgentic episode with Kiri Masters on Spotify Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn Subscribe to Retailgentic on YouTube Subscribe to Retailgentic on Apple Podcasts Subscribe to Retailgentic on Spotify Explore the Retailgentic website Follow Scot Wingo on LinkedIn…

Retail Media Breakfast Club

1
Agentic Shopping Poses An Existential Threat To Retail Media (Part 1) 9:38

7 weeks yang lalu9:38

9:38

When I launched my Amazon agency Bobsled back in 2015, I heard plenty of dismissals: CEOs calling Amazon ads a fad, and prestige brands scoffing at their products sharing carts with toilet paper. Fast forward to today, and I’m seeing another inflection point, one that could rattle the very foundations of the $60 billion retail media ecosystem — agentic shopping. In this episode, I share a snippet from my recent appearance on Retailgentech with Scot Wingo . We dive into why AI-powered shopping agents could disrupt retailer websites, ad margins, and data ownership models. We explore the economics of onsite, offsite, and in-store retail media, and what happens when shopper journeys bypass retail platforms altogether. This episode is sponsored by Connected Commerce at Acosta Group Timeline [0:15] – Reflecting on the early Amazon ad skeptics, and how history may repeat with AI. [1:30] – What happens when consumers stop browsing retailer sites and start shopping with AI agents? [2:19] – Breaking down the profit margins behind onsite, offsite, and in-store retail media. [4:15] – The threat to offsite media when retailers lose visibility into consumer journeys. [6:03] – Scot Wingo explains how agentic orders could work, minus the retailer's usual data visibility. [8:28] – The biggest risk: when multiple parties have the same transaction data, the value of that data drops. [9:13] – A teaser for Part 2 (dropping this Monday August 11) in which we discuss to how prepare for the agentic shopping future. Links & Resources Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn Subscribe to Retailgentic on YouTube Subscribe to Retailgentic on Apple Podcasts Explore the Retailgentic website Follow Scot Wingo on LinkedIn…

Retail Media Breakfast Club

1
The best conversation you had with your Shopper Marketing team 9:36

7 weeks yang lalu9:36

9:36

Retail media may be the shiny new thing, but the true magic happens when it blends with the wisdom of traditional shopper marketing. In this episode I sat down with four powerhouse brand leaders to uncover the best conversations they've had with their shopper marketing teams and the strategic breakthroughs that followed. We dive into how scenario planning helped an emerging brand prep for viral success, how two teams built synergy by treating their tactics like a shared menu, and how a unified dashboard finally got everyone speaking the same customer-first language. From driving omnichannel alignment to internal education that breaks down silos, you’ll hear the real stories behind the collaboration it takes to make shopper marketing and retail media thrive together. This episode is sponsored by Connected Commerce at Acosta Group Timeline [0:29] - The key questions that kick off real collaboration between shopper marketing and retail media [1:30] - Justin Bomberowitz on using “what if” scenario planning to prepare for supply chain curveballs [2:30] - Nem Lazik on building a shared "menu" for aligning activations and retail media strategies [4:23] - Simon Swan’s three-pillar framework for breaking silos and speaking a common business language [7:02] - Ben Galvin on why omnichannel messaging must be seamless from billboard to shelf [8:26] - The unseen power of shopper marketers as thought leaders who connect insights to sales impact Links & Resources Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn Follow Justin Bomberowitz on LinkedIn Follow Simon Swan on LinkedIn Follow Nem Lazic on LinkedIn Follow Ben Galvin on LinkedIn…

Retail Media Breakfast Club

1
Will the retail industry welcome the “commerce media” newcomers? 8:05

7 weeks yang lalu8:05

8:05

Today I’m tackling a big shift that’s got everyone buzzing in the world of retail media. The IAB has just redefined the landscape, moving us from “retail media” to the broader, bolder umbrella of “commerce media.” What does this really mean? Is it just a new name — or are there real implications for brands, budgets, and how we measure success? In this episode, I break down the new IAB definition, share brand-side perspectives from leaders at Hanes, Monster Energy, and Advantis Health, and explore why commerce media could unlock bigger opportunities (and headaches) for marketers. And yes, I even ask the question: should I be rebranding this very podcast? Grab your coffee and let’s dive in. This episode is sponsored by Connected Commerce at Acosta Group Timeline [0:00] - Launching the show as Retail Media Breakfast Club… but is it time for a name change? [1:00] - Explaining the IAB’s new definition: what is commerce media really? [2:08] - The six verticals under commerce media: from retail to travel, fintech, automotive, and beyond. [3:25] - How budget sources might expand beyond trade to brand and performance dollars. [4:23] - Why retail media still offers unmatched SKU-level attribution — and what other commerce media platforms lack. [4:46] - Insights from Jason O'Toole at Hanes on reorganizing teams around connected commerce. [5:30] - Ben Galvin from Monster Energy on testing non-retail platforms and the measurement challenge. [6:36] - Ash McMullen from Advantis Health on first-party data’s rising importance for DTC brands. [7:15] - My takeaway: beyond naming, brands are already thinking bigger — but pragmatism around ROI and data remains key. Links & Resources Retail Media Unpacked: Commerce media (my article on WARC) - free for 7 days! IAB's July 2025 report, Defining Commerce Media and Its Ecosystem Follow Kiri on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter…

Retail Media Breakfast Club

1
Amazon Q2 Earnings: Best Of The Analyst Recaps 11:02

7 weeks yang lalu11:02

11:02

Amazon just dropped its Q2 2025 earnings—and the numbers sparked plenty of hot takes across the retail world. In this episode I distill the smartest analyst commentary into three can’t‑miss story lines: the unstoppable growth of Amazon Ads, the surprising resilience of its core retail engine, and how the company’s AI push might reshape shopping (for better or for noisier). Stick around to hear why paid media is becoming a non‑negotiable toll booth, how regional fulfillment hubs are juicing margins, and what tariffs—and talk of tariffs—really mean for sellers. This episode is sponsored by Connected Commerce at Acosta Group Timeline [0:00] Setting the stage – Q2 earnings “beat but disappoint,” and I flag the three themes we’ll follow. [0:42] Advertising juggernaut – $15.7 B in ad revenue (+23 % YoY) and why Amazon made big ad commitments a prerequisite for Prime Day promos. [1:45] Retail resilience – Amazon’s GMV grew 11 % while overall e‑commerce crawled at 7 %; I contrast that with Walmart’s e‑comm surge. [3:15] Supply‑chain shake‑up – How the new regional hub‑and‑spoke network slashed cost‑to‑serve and sped up delivery nationwide. [4:47] Tariff spin zone – CEO Andy Jassy says “no impact,” but sellers are juggling erratic POs and forward‑bought inventory. [6:54] Power‑buying consumers – Shoppers grow thriftier, not quieter, pouncing on coupons and switching brands on price. [8:42] AI & voice commerce – Alexa Plus and Rufus start flirting with ads; will consumers stick around if the bots start selling? Links & Resources Amazon Q2 2025 Earnings Release – Investor Relations Jason & Scott Show podcast recap of Amazon Q2 results Bloomberg interview with Katherine Black (Kearney) Always Off Brand podcast Follow Kiri on LinkedIn Subscribe to Retail Media Breakfast Club's daily newsletter…

Retail Media Breakfast Club

1
Walmart Reveals AI Roadmap That Points To A World Without Search Bars 10:41

8 weeks yang lalu10:41

10:41

In this quick breakdown of my latest Forbes piece, I walk you through Walmart’s new four-part agentic AI roadmap—Sparky for shoppers, Marty for suppliers/advertisers, an Associate agent for store teams, and a Developer agent for internal builders. The headline? Walmart executives say Sparky’s multimodal interface will eventually make the classic search bar feel as ancient as the old Yahoo! directory days, fundamentally changing how we find and buy products I also unpack why Walmart’s open-ecosystem gamble starkly contrasts Amazon’s walled-garden push with Rufus and Alexa—and how that sets the stage for true agent-to-agent commerce, where your personal AI haggles with Walmart’s systems on your behalf Timeline of Highlights [0:00] Bold forecast: search bars are “on borrowed time” as Sparky rolls out [2:00] From web directories ➜ search engines ➜ AI chat—history repeats itself [3:00] How Walmart’s hundreds of millions of weekly shoppers can shift mainstream behavior [4:00] Sparky vs. Amazon’s Rufus: late start, bigger leap, broader ambition [7:00] Looking ahead to agent-to-agent commerce and voice/vision interactions [10:00] Takeaways: 70 % of express orders in < 1 hr & why “AI shoppers don’t scroll” Links & Resources Forbes : “Walmart Reveals AI Roadmap That Points to a World Without Search Bars” (July 24 2025) Subscribe to Retail Media Breakfast Club's daily newsletter Follow Kiri on LinkedIn…

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Is Amazon’s new ‘Retail Ad Service’ just a trojan horse?