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

9:48

Trade vs. Retail Media: Who's Really Eating Whom?...

Retail Media Breakfast Club ·

2025/10/08

In this 'Snips' episode, I dive into one of the biggest debates shaking up the commerce world: is retail media eating trade marketing, or is it the other way around? To unpack this, I analyse commentary from two industry leaders who see the collision from very different vantage points. James Taylor of Particular Audience makes a strong case that trade dollars are shifting into transparent, measurable retail media channels. Meanwhile, Troy Townsend of Zitcha argues the opposite: trade

10:46

AI Makes Shopping Easier, But Shoppers Still Check...

Retail Media Breakfast Club ·

2025/10/07

When AI enters the shopping cart, does it really change how we buy or just how we think we buy? In this episode, I dig into new research from the IAB’s Connected Commerce Summit that reveals the gap between what shoppers say they’ll do versus what they actually do when AI tools guide their purchases.You’ll hear insights from my recent panel discussion with Adam Heimlich (CEO of Chalice AI), Amie Owen (Chief Commerce Officer at IPG Mediabrands), and Nicholas Ward (President of Koddi) as we

8:17

In what ways are using AI today that you weren't a...

Retail Media Breakfast Club ·

2025/10/06

A year ago, many retail media teams were still questioning whether AI was just hype. Fast forward to today, and it’s become an indispensable part of day-to-day operations. In this episode, I asked brand leaders how their use of AI has evolved over the past year. Their answers reveal just how quickly experimentation has turned into real-world impact.From rewriting product listings and optimizing PDPs, to managing inboxes, surfacing keyword opportunities, brainstorming new ideas, and even

10:18

Best Buy's Ad Platform Play: 'We Got Next'

Retail Media Breakfast Club ·

2025/10/02

In this episode, a reproduction of my September 16 article on The Drum, I break down Best Buy’s bold move into the retail media space with its first advertising showcase 'We Got Next'. This streaming event marked a pivotal step for the electronics retailer, not just in unveiling in-store ad packages and sports partnerships, but in signaling a much bigger vision for the future of retail media.I share insights from my conversations with Lisa Valentino, President of Best Buy Ads, about Best

11:54

AI Shopping Hits 75% Adoption ['Snips' from...

Retail Media Breakfast Club ·

2025/10/01

In this 'Snips' format, I provide commentary to highlights from a recent episode of the Retailgentech podcast, where host Scott Wingo spoke with Melissa Minkow, Global Director of Retail Strategies & Insights at CI&T. Melissa shared snippets of brand new survey data revealing that a whopping 75% of consumers are now using AI tools at some point in their shopping journey, a huge milestone that’s shaping the future of commerce. I've linked to full Retailgentic episode with Melissa

11:21

The Lazy Girl's Guide to Social Commerce

Retail Media Breakfast Club ·

2025/09/30

Domino’s might have been ahead of its time when it launched 'Anywhere' ordering back in 2015, but today, social commerce is taking convenience to the next level. In this episode, I dive into the world of social commerce, the seamless integration of shopping directly within social platforms like TikTok and Instagram, and why it’s reshaping how brands and retailers connect with customers.From TikTok Shop’s explosive growth to retailers like Carrefour testing the waters, I break down what’s

10:42

Why 'Omnichannel' Misses the Point [New Research From...

Retail Media Breakfast Club ·

2025/09/29

We’ve all heard the buzzword 'omnichannel' tossed around, but what if it’s the wrong way to think about digital commerce? In this episode, I dive into fresh research from the Digital Shelf Institute and share my take on why focusing on channels misses the bigger picture: the consumer journey.From digitally influenced sales, to the rise of insurgent brands and even Unilever’s bold experiment in creator-driven marketing, I’ll walk you through the insights that are reshaping how brands need to

10:14

Managing a Multi-Retailer RMN Stack (Part 3 of 3)

Retail Media Breakfast Club ·

2025/09/25

Over the past two weeks, I’ve been sitting down with Cody Tusberg, EVP of Connected Commerce and Retail Media Services at Acosta Group, to dig into some of the biggest challenges and opportunities in retail media. We started by exploring the inner workings of retailer organizations and how brands can navigate those dynamics. Then we talked about data normalization and how to make sense of multiple performance signals across platforms.In this third and final episode in our series, Cody and I

7:16

Underrated Advice For Choosing A Retail Media Agency...

Retail Media Breakfast Club ·

2025/09/24

Choosing the right retail media agency can be a make or break decision, but most brands are asking the wrong questions. In this episode, I called on several seasoned brand leaders who’ve been through the agency selection process to get their insights.We spoke about the often-overlooked factors that truly matter when choosing an agency partner: finding the right people (not just credentials), spotting agencies that adapt to your workflows, avoiding the trap of big-name prestige, and making

13:00

Building Retail Media Federations: Foundations and...

Retail Media Breakfast Club ·

2025/09/23

Retail media federations sound like a no-brainer: retailers pooling their audiences and inventory to attract bigger ad dollars while keeping their unique value intact. But in reality, making federations work requires solving some thorny technical, governance, and cultural challenges.In this episode (part three of my retail media alliances series), I dive into what it really takes to build a successful retail media federation. From data clean rooms and identity spines to governance

10:07

Meet The First Retail Media Federations & Consortiums...

Retail Media Breakfast Club ·

2025/09/22

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

8:25

Growth Beyond Amazon: Tapping Into Retail Media's...

Retail Media Breakfast Club ·

2025/09/18

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

9:54

ROAS Isn’t Enough — The Buyer’s Checklist for Retail...

Retail Media Breakfast Club ·

2025/09/17

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

10:01

The Retail Media Doom Loop

Retail Media Breakfast Club ·

2025/09/16

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

9:04

AI Agent Shopping & Existential Threats To Retail Media

Retail Media Breakfast Club ·

2025/09/15

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

10:27

Brands are from Mars, Retailers are from Venus:...

Retail Media Breakfast Club ·

2025/09/11

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

7:58

9 Ways Retailers & Brands Can Make Loyalty Programs...

Retail Media Breakfast Club ·

2025/09/10

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

7:40

Your AI Agent Just Got Hacked

Retail Media Breakfast Club ·

2025/09/09

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

7:42

Sam's Club Races To Win Retail Media Network Share...

Retail Media Breakfast Club ·

2025/09/08

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

6:30

Tips For Getting The Most Out Of Retail Conferences...

Retail Media Breakfast Club ·

2025/09/05

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

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Retail Media Breakfast Club

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