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

8:45

Brian Monahan Is Going Big With Albertsons Media...

Retail Media Breakfast Club ·

2025/10/22

A few weeks ago, I sat down with Brian Monahan of Albertsons Media Collective, for a profile in The Drum. And let me tell you, Brian isn’t your typical corporate executive. He’s unfiltered, entrepreneurial, and not afraid to say what everyone else in retail media is only thinking.In this 'Snips' episode, I dive into some of the biggest insights from Brian’s recent appearance on The Snarketing Podcast, where he expanded on themes from our original conversation. Find links to my profile in

10:15

Is ChatGPT's Instant Checkout 'Really' Agentic? And...

Retail Media Breakfast Club ·

2025/10/21

The retail world is buzzing over OpenAI’s new Instant Checkout. But here’s the big question: is it truly agentic commerce, or just another slick integration? In this episode, I break down the debate between definition purists and pragmatists, unpack what 'agentic' really means in the context of AI-assisted shopping, and explore why this conversation might be missing the real story.While the industry argues over semantics, I share why the ground beneath retail media’s most profitable

9:39

Will LLMS Monetize With Ads or Marketplaces?...

Retail Media Breakfast Club ·

2025/10/20

Today I’m doing something a little different! Instead of my usual trends and insights, I’m sharing a clip from my recent guest appearance on Scot Wingo’s podcast, Retailgentech. Scott flipped the script and let me ask him about his career journey, his perspective on where retail is headed, and one of the biggest questions in e-commerce right now: How will large language models (LLMs) like ChatGPT make their money in the future?Will they follow the traditional ad-based route we’ve seen from

13:47

Agentic Shopping Looks Crazy. So Did Self-Service...

Retail Media Breakfast Club ·

2025/10/16

In this episode, I start with a trip back to 1916, when Clarence Saunders launched the first self-service supermarket, Piggly Wiggly, and everyone thought it was a ridiculous idea. Customers serving themselves? Paying cash instead of running a tab? Madness. Yet, it reshaped retail forever.I use that story as a lens to explore today’s 'crazy-sounding' innovation: agentic shopping (AI agents shopping on our behalf). Drawing from retail analyst Andrew Lipsman’s critiques, I unpack why

7:09

Dollar General’s Austin Leonard Is Bullish On 'Last...

Retail Media Breakfast Club ·

2025/10/15

When you think about retail media, you probably picture shoppers scrolling through Instacart or Walmart’s app. But what about the millions of Americans living far from big-box stores? That’s exactly where Dollar General sees its biggest opportunity. And Austin Leonard, just three months into leading the Dollar General Media Network (DGMN), is on a mission to redefine what 'the last mile' really means.In this episode, a recap of my recent article for The Drum (find the article link below

9:47

I Got Prime Deals. Or Did I? Why Consumer Distrust Is...

Retail Media Breakfast Club ·

2025/10/14

Last week, I fell into the hype of Amazon’s Big Deal Days. And as the boxes arrived on my doorstep, I couldn’t shake one uncomfortable thought: "did I actually get a deal?" In this episode, I unpack why online shopping feels less like convenience and more like detective work these days.From inflated list prices and contradictory product info, to fake reviews and ad overload, I explore the five major ways consumer trust has eroded in ecommerce, and why that’s opening the door for AI shopping

8:15

The Fairy Godmother Of Retail Media, Cara Pratt, And...

Retail Media Breakfast Club ·

2025/10/13

In today’s episode, I’m diving into one of the biggest challenges facing retail media today: measurement. Retailers may be racing to launch flashy new ad formats and in-store screens, but brands are asking for something far more fundamental — proof that their advertising dollars are working. Enter Cara Pratt, the new President of Global Retail and Media at Circana, who after just 90 days into her role is setting an ambitious agenda to restore trust and bring much-needed consistency to this

11:26

Retail Media's Measurement Problem Isn't Technical —...

Retail Media Breakfast Club ·

2025/10/09

In this episode, I break down some of the key insights from my recent op-ed for WARC on the state of retail media measurement standards. While there’s been progress with guidelines from the IAB and MRC, real adoption is still patchy, and the reasons why might surprise you.I explore why brands and retailers alike are struggling to align on measurement, the paradox of custom reporting requests, and why success will only come when the cost of fragmentation outweighs the comfort of the status

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

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Retail Media Breakfast Club

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