PODCAST

Retail Media Breakfast Club

Kiri Masters

10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

business marketing

All Episodes

3:59

Panel: The One Change These 3 Retail Leaders Wish for...

Retail Media Breakfast Club ·

2025/02/21

In this episode, industry experts Brian Dudzinski, Alicia Ponzani, and Brea Keating discuss the challenges and potential improvements in retail media. Brian emphasizes the difficulties in analyzing data across various platforms due to their unique quirks and reporting types. Alicia highlights the need for standardized reporting across retail media networks to enable better comparison and informed decision-making. Brea points out the disconnect between media attributable sales and actual

6:27

The 5 Best Free Resources For Learning Retail Media...

Retail Media Breakfast Club ·

2025/02/20

This episode is based on the Forbes article "The Best Resources For Learning Retail Media In 2025" by Kiri Masters. In the episode, Kiri focuses on how to skill up and stay current in retail media, mentioning the key platforms: Digital Shelf Institute, Firstmovr, Allume group, Path to Purchase Institute, and Stratably. These resources offer various free or discounted educational content, courses, webinars, and research reports catering to different aspects of retail media, from tactical

7:12

The Retail Media Performance Gap Is Even Wider Than...

Retail Media Breakfast Club ·

2025/02/19

In this episode, we dive into new data from the report published by Path to Purchase Institute and TransUnion, revealing massive performance gaps among retail media networks. Top performers like Amazon boast high ratings, while networks such as Dollar General and BJ's struggle with poor advertiser satisfaction. The report underscores transparency issues within the industry, as many networks fail to provide clear return on investment (ROI) metrics, fostering distrust among advertisers. To

7:55

Why Is Amazon Suddenly Linking to Other Retailers?...

Retail Media Breakfast Club ·

2025/02/18

In this episode, we discuss Amazon's recent test of offsite product links in mobile search results, an unprecedented move aimed at expanding its advertising inventory. The episode delves into the motivations behind this strategy, including the potential for increasing ad space, improving customer experience, and gathering valuable user data. We also explore the perspectives of e-commerce analyst Rick Watson, who ties Amazon's decision to the evolving search and AI landscape and its need for

6:43

Shopper marketing in the age of retail media

Retail Media Breakfast Club ·

2025/02/17

In this episode, Kiri focuses on the evolution of retail media spending. The discussion covers various data points from IAB Australia, highlighting how retail media budgets are being reallocated from traditional and social media channels, as well as trade retail budgets. Examples include Tillamook's strategy of keeping trade funds and retail media separate and Goodman Fielder's integrated planning model. The episode also explores the shift from traditional shopper marketing to an

6:20

Panel: The Biggest Retail Media Heartbreaks—Insights...

Retail Media Breakfast Club ·

2025/02/14

In this special Valentine's Day episode, brand side leaders from companies like Quickfire, Monster Energy, Petmate, and U Beauty reveal the moments that broke their hearts in retail media. Scott Oshman discusses the chaos caused by the shift to GA4, Ben Galvin highlights the confusion from closed loop attribution models, and Darren Silverman criticizes Walmart's transition to Luminate. Lastly, AJ Patel shares his frustration with the transition from universal analytics to GA4. The episode

10:24

Retail Media's Next Challenge: Proving Real Results

Retail Media Breakfast Club ·

2025/02/13

In this episode, Kiri delves into the complexities of transparency in retail media, extending beyond basic reporting to the control brands have over their campaigns and success measurements. Insights from Jordan Witmer, Managing Director of Retail Media at Nectar First, highlight the challenges with ad placement performance transparency, while Alex Arnott from Dentsu's Newstream Media underscores the importance of self-service capabilities in media buying, creative assets, and real-time

7:17

More retail media spend = More measurement scrutiny

Retail Media Breakfast Club ·

2025/02/12

In this episode, Kiri explores the rapid growth of retail media, which is expected to see over $10 billion in new ad spending in the US by 2025. Despite its increasing importance, brands face significant challenges in measuring the effectiveness of their investments, due largely to disparate data systems between retailers. Kiri delves into insights from a report by Skai and the Path to Purchase Institute, discussing how brands are improving their measurement capabilities and the industry's

8:59

Amazon Sellers Report More Fraudulent Customer Returns

Retail Media Breakfast Club ·

2025/02/11

In this episode, Kiri discusses the increasing issue of return fraud faced by Amazon sellers, a problem highlighted through discussions on Reddit and interviews with affected sellers. Addressing fraudulent activities such as customers returning damaged or different items, Kiri explains the complications of fulfillment methods—Fulfillment by Amazon (FBA) versus merchant-fulfilled (FBM)—and the absence of a system to block repeat offenders. Despite Amazon's zero-tolerance policy and efforts

7:42

How Thrive Market Is Building A Different Type Of...

Retail Media Breakfast Club ·

2025/02/10

In this episode, we explore how Thrive Market successfully built a retail media network by focusing on vendor and customer experiences. Kiri shares insights from an interview with April Lane, Thrive Market's Chief Merchandising Officer. Key achievements include doubling revenue expectations and getting a quarter of brand partners to invest in the platform within the first month. Highlights include Thrive's unique position as a private public benefit corporation, its membership-based model,

8:59

Is Retail Media Part of Search, or Is Search Part of...

Retail Media Breakfast Club ·

2025/02/07

This episode delves into the evolving landscape of retail media and its relationship with traditional digital advertising channels like CTV, video, and search. Kiri explores discrepancies in how industry analysts, such as the IAB, WARC categorize retail media versus public perception, highlighted by a LinkedIn poll indicating that 73% view traditional digital channels as subsets within retail media. Key industry insights from experts like Wes Ryan, Allan Peretz, and Kara Babb outline

5:05

Panel: The Biggest Retail Media Challenges That Keep...

Retail Media Breakfast Club ·

2025/02/06

In this episode, industry experts discuss the anxieties brand leaders face in the rapidly evolving retail media landscape. Key topics include the immense pressure on budgets, the complexity of managing numerous retail networks, and the impact of inexperienced players driving up costs. Brian Dudzinski highlights the explosive growth and sustainability concerns of trade spend, Alicia Ponzani addresses the growing market complexity and the fear of missing out on opportunities, and Brea Keating

9:42

Amazon Alexa: Will We Get Beyond Checking The Weather?

Retail Media Breakfast Club ·

2025/02/05

This episode delves into Amazon's transformation of Alexa from a basic command-response system to a sophisticated AI agent powered by their in-house LLM, Nova. We explore the reasons behind Alexa's stagnation over the past eight years, including reliance on outdated frameworks, complexities in voice response, user expectations for reliability, and limited conversational context. Amazon's plans for revitalizing Alexa through bigger language models, partnerships with external AI like

7:11

Panel: One Skill These 5 Retail Leaders Recommend for...

Retail Media Breakfast Club ·

2025/02/04

In this episode, seasoned professionals from companies like Quickfire, Monster Energy, Petmate, Advantis Health, and U Beauty share their insights and advice for newcomers to retail media. Highlights include Scott Oshman emphasizing the importance of understanding digital advertising fundamentals, Ben Galvin focusing on the complexities of the retail ecosystem, Darren Silverman advising to broaden knowledge across various retail media platforms, Ash McMullen stressing curiosity and

14:32

The Retailer's Dilemma: Block or Embrace AI Shopping...

Retail Media Breakfast Club ·

2025/02/03

In this episode, the discussion centers on the emerging role of AI shopping agents as a new consumer interface, potentially shifting retail control from traditional retailers to AI platforms. Kiri reflects on recent experiments with OpenAI's Operator, pointing out its growing capabilities and current limitations. The conversation extends to the implications for retailers, touching on the short-term resistance they might exhibit and the long-term strategies they could adopt. The potential

11:03

The Lululemon Story [Book Review]

Retail Media Breakfast Club ·

2025/01/31

In this episode, Kiri delves into Chip Wilson's autobiography 'Little Black Stretchy Pants' to explore the origins and evolution of Lululemon. Discover how Wilson's vision for vertical integration helped pioneer the direct-to-consumer model and the innovative approach behind the brand's product development. Learn about the complications that arose as the company scaled globally, including the tension between brand ideals and short-term financial pressures that led to Wilson's dramatic

7:23

Beast Games Isn't Just A Hit—It's Amazon's New Retail...

Retail Media Breakfast Club ·

2025/01/30

In this episode, Kiri explores the impact of Mr. Beast's new show, Beast Games, on Amazon Prime, highlighting a significant shift in retail media advertising. It discusses how Amazon leverages entertainment for improved targeting and personalization, driven by data and advertising revenue. The episode references Jeff Bezos' 2016 statement on Amazon's strategy and outlines how the company has mastered connecting user data across its platforms, and how Amazon's advantage over competitors in

8:00

Panel: The analogies these 5 ecomm leaders use to...

Retail Media Breakfast Club ·

2025/01/29

Join industry experts from agencies and leading companies like Quickfire, Monster Energy, Tom's of Maine, Petmate, and Advantis Health as they share insightful analogies to help explain the complexities of retail media to leadership teams. Learn how digital commerce decisions parallel profit versus growth roads, discern how retail media compares to a farmer's market, understand the importance of 'aging your ASINs' like fine wine, and explore the concept of the digital shelf reset. This

13:32

OpenAI's "Operator" Will Change How We Shop (And The...

Retail Media Breakfast Club ·

2025/01/28

In this episode, Kiri explores the transformative potential of AI shopping agents in revolutionizing grocery shopping and retail media. She discusses how an AI agent can handle meal planning, price comparisons, and shopping preferences, ultimately streamlining the shopping experience. Kiri delves into the anticipated shift in retail media dynamics, emphasizing how AI will change consumer interactions and potentially reallocate advertising spend. She also touches on AI's impact across

10:14

Retail Media Growth Will Slow in 2025: Here’s Why

Retail Media Breakfast Club ·

2025/01/27

In this episode, Kiri explores key insights from the IAB's 2025 Outlook report, focusing on the projected deceleration in retail media spending growth from 25.1% in 2024 to 15.6% in 2025. Kiri outlines three major factors influencing this trend: post-pandemic normalization, increasing ecosystem complexity, and mounting resistance from brands over measurement standards and costs. The episode delves into the fragmentation of the retail media ecosystem, the need for standardization, and the

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Retail Media Breakfast Club

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