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

9:38

Big Agencies & Retail Media: A Slightly Unhinged...

Retail Media Breakfast Club ·

2025/09/04

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

10:56

Loyalty Programs To Give Retailers An Edge In AI...

Retail Media Breakfast Club ·

2025/09/03

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

10:19

AI Agents Hate Ads Today — But Will That Last?

Retail Media Breakfast Club ·

2025/09/02

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

7:25

Are retail media specialists involved in product...

Retail Media Breakfast Club ·

2025/08/28

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

10:26

What Is Your AI Agent Buying? [New Columbia & Yale...

Retail Media Breakfast Club ·

2025/08/27

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

12:21

Why RMNs Keep Their Tech Stacks Secret From The Very...

Retail Media Breakfast Club ·

2025/08/26

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

8:02

Rufus Remembers Me

Retail Media Breakfast Club ·

2025/08/25

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

8:03

Risky Retail Media Decisions That Paid Off [Panel]

Retail Media Breakfast Club ·

2025/08/21

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

8:23

How Alliances Could Solve Retail Media's...

Retail Media Breakfast Club ·

2025/08/20

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

9:04

Advertising in AI Are Older Than You'd Think

Retail Media Breakfast Club ·

2025/08/19

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

9:01

Retailer AI Assistants: Are Shoppers Actually Using...

Retail Media Breakfast Club ·

2025/08/18

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

11:26

The Coming AI Marketplace Gold Rush

Retail Media Breakfast Club ·

2025/08/14

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

9:25

Criteo’s Frenemies Pile On

Retail Media Breakfast Club ·

2025/08/13

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

6:23

A retail media metric that isn't shiny or new but one...

Retail Media Breakfast Club ·

2025/08/12

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

9:45

Agentic Shopping Poses An Existential Threat To...

Retail Media Breakfast Club ·

2025/08/11

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

9:38

Agentic Shopping Poses An Existential Threat To...

Retail Media Breakfast Club ·

2025/08/07

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

9:36

The best conversation you had with your Shopper...

Retail Media Breakfast Club ·

2025/08/06

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

8:05

Will the retail industry welcome the “commerce media”...

Retail Media Breakfast Club ·

2025/08/05

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

11:02

Amazon Q2 Earnings: Best Of The Analyst Recaps

Retail Media Breakfast Club ·

2025/08/04

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

10:41

Walmart Reveals AI Roadmap That Points To A World...

Retail Media Breakfast Club ·

2025/07/31

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

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Retail Media Breakfast Club

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