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

9:54

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

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

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Retail Media Breakfast Club

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