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

8:49

Retail Media vs National Media: The Measurement...

Retail Media Breakfast Club ·

2026/04/22

Today I dig into a question that’s been coming up more and more from retail media leaders: Should we be measuring retail media the same way we measure national media? It sounds simple, but once you get into it, things get complicated fast. I share insights from experts across my network to unpack why there’s no clean, one-size-fits-all answer, and what brands should actually be doing instead.I explore the tension between commerce-specific measurement models and traditional marketing mix

11:16

The Real Secret Behind Consistent Content:...

Retail Media Breakfast Club ·

2026/04/21

I recently had the pleasure of joining one of my favorite retail media podcasts, Unlocked, with Austin and Elizabeth. Today, I’m sharing a snippet from that conversation in which we get into something much more personal: my process as a writer, how I consistently create content, and why storytelling has become such a powerful tool in my work.I also open up about how I actually use AI in my day-to-day workflow (and why I still feel behind!), plus a storytelling framework that’s completely

8:51

AI Is Clicking Your Ads (And Wasting Your Budget) —...

Retail Media Breakfast Club ·

2026/04/20

Today I'm unpacking a blind spot that completely changed how I’m thinking about AI’s impact on retail media. Recently I’ve been talking a lot about the long-term threat of agentic commerce — fewer ad surfaces, weaker first-party data— but there’s a more immediate issue already happening right now. AI agents are actively browsing retail sites, clicking around, and triggering ad impressions… without a human ever seeing a single ad.I walk through how this is quietly distorting ad metrics,

8:54

Brand Media vs Commerce Media: How Gildan Is...

Retail Media Breakfast Club ·

2026/04/16

In this episode, I dive into a fascinating recent conversation featuring Gildan’s Jason O’Toole on The CPG Guys podcast and unpack a powerful idea that stopped me in my tracks: brand media lowers the tax you pay on growth. If you’ve ever struggled to justify upper-funnel spend or connect brand investment to real performance outcomes, this one’s for you.I break down three key takeaways from the discussion, including how Gildan is structuring its teams to align brand and commerce, why

10:38

Writing Into the Void: How I Built Authority in...

Retail Media Breakfast Club ·

2026/04/15

Today I’m taking you behind the scenes of something I don’t talk about enough: what it really feels like to start over, even after years of experience. From launching a brand-new Instagram account @retailmediabreakfastclub with barely any followers, to reflecting on my early days writing “into the void,” I share the uncomfortable truth about building content, credibility, and confidence in public.I also dig into the process that’s helped me generate ideas consistently, navigate mistakes,

12:36

Why AI Grocery Shopping Isn’t Taking Over Yet (But...

Retail Media Breakfast Club ·

2026/04/14

Not all shopping is created equal. And honestly, not all of it is fun. Today I'm unpacking the tension between the idea of AI-powered shopping and the reality of how we actually shop today. While we love the experience of discovering products and making intentional choices, a huge portion of shopping — especially groceries — is repetitive, operational and tedious.I explore where consumers are already signaling openness to AI assistance (hint: it’s not where you might think), and why the

9:27

Dark Search & AI Shopping: The Hidden Threat (and...

Retail Media Breakfast Club ·

2026/04/13

Today I'm unpacking a fascinating shift happening right under our noses in retail media — what has been coined “dark search.” I explore how AI-driven discovery is quietly reshaping the way consumers find and buy products. The big question: is this trend actually helping retail media grow, or is it eroding the very signals it depends on?I dive into two new pieces of research that seem to tell completely different stories: one suggesting AI is expanding the e-commerce pie, and the other

10:41

AI Advertising Is Happening NOW: What Retailers Must...

Retail Media Breakfast Club ·

2026/04/09

The conventional wisdom says AI advertising is something for the future, but I’m not buying that. Today, I extrapolate on Debbie Ajo Williamson’s insights shared on a recent Retailgentic episode, and break down why AI ads are already here, moving fast, and reshaping how retail media works in real time. Debbie digs into what’s actually happening behind the scenes with ChatGPT’s ad rollout, and why this is far more than a simple experiment.I also unpack what this means for retailers: from

9:21

Agentic Commerce Isn’t the Threat You Think — Why...

Retail Media Breakfast Club ·

2026/04/08

A few months ago, it felt like everyone in retail media was bracing for impact. Agentic commerce, zero-click search, and Gen AI were being treated as existential threats. But lately, I’ve noticed a shift. In this episode, I unpack what I’m hearing behind closed doors and on the ground at Shoptalk. The panic is cooling, and smarter, more strategic conversations are taking its place.I dive into what this transition actually means for retailers right now. Are they behind? Are they ignoring the

11:00

83% of Retail Media Campaigns Are Misleading You...

Retail Media Breakfast Club ·

2026/04/07

Today I’m revisiting my recent article for The Drum and digging into a piece of research that stopped me in my tracks. And honestly, it might change how you think about retail media measurement altogether. I walk through new findings showing that something as simple as methodological choices can dramatically swing incremental ROAS (iROAS), sometimes even flipping campaign results from positive to negative. If you’ve ever trusted a single performance number at face value, this conversation

10:58

The Retail Media Fermi Paradox: Why Everyone Talks...

Retail Media Breakfast Club ·

2026/04/06

Recently an essay stopped me in my tracks. My friend Drew Cashmore (Chief Strategy Officer at Vantage) wrote a brilliant piece for his Retail Media Leapfrog Series newsletter that draws a surprising parallel between the famous Fermi Paradox and the current state of retail media. And with Drew's permission I'm sharing sections of his essay in today's podcast.The piece delves into a big, uncomfortable question: if retail media is such a massive opportunity, why are so few retailers actually

11:06

Retail Media Measurement Is Broken (Here’s What...

Retail Media Breakfast Club ·

2026/04/02

Today I'm unpacking a fascinating conversation from a recent episode of the Unlocking Retail Media podcast with Andrew Covato and host James Avery that reframed how I think about measurement in retail media networks. If you’ve ever wondered why brands keep getting frustrated — or why retail media struggles to prove its value — this conversation gets right to the heart of it.I use snippets from the podcast to break down three major gaps that are holding retail media back, from misaligned

10:35

Why Retailer Magazines Are the Next Big Retail Media...

Retail Media Breakfast Club ·

2026/04/01

Today I’m revisiting a recent article I penned for The Drum and digging into something that feels almost counterintuitive in a world obsessed with AI and automation: the resurgence of print magazines, catalogs, and direct mail as powerful retail media channels. I share why Gen Z and millennials are actively seeking out physical, tactile experiences, and how that shift is creating a surprising opportunity for retailers and brands to reconnect with shoppers in more meaningful, high-trust

12:21

Why Retail Media Looks So Different in the US vs...

Retail Media Breakfast Club ·

2026/03/31

Last year, I found myself navigating chaotic scooter traffic in Thailand, only to realize how dramatically things can change with just a little extra weight. And honestly, that experience became the perfect metaphor for something I see all the time in retail media: people trying to compare markets like the US and Europe as if they’re built the same… when they’re absolutely not.Today I'm unpacking a fascinating conversation I had with Adam Smith from Iceland and Daniel Torres Dwyer on the

8:48

AI Discovery Is Reshaping Retail: Shoptalk 2026 Insights

Retail Media Breakfast Club ·

2026/03/30

At Shoptalk last week, I noticed something that really stuck with me; and it wasn’t happening on the main stage. The sessions that had an overflow of attendees sitting on the floor weren’t the big, flashy keynotes… they were the practical, roll-up-your-sleeves workshops. That tells you everything you need to know about where retail leaders are at right now. Today I’m breaking down what I heard in the “corridor track”. The real conversations happening between sessions. Why AI-powered

10:30

Shoptalk 2026: AI, Agentic Commerce & Retail Media’s...

Retail Media Breakfast Club ·

2026/03/26

I’m coming to you live from Shoptalk 2026 in Las Vegas, and this ep is packed with rapid-fire insights straight from the show floor. I pulled together six of the smartest voices in retail media to break down what’s actually happening right now beyond the buzzwords. From agentic commerce debates to Meta’s push into in-store data, we’re unpacking the trends that could reshape how brands and retailers work together.We dig into the following: Is AI really going to change how we shop? Why are

14:41

Are AI Ads the Next Billion-Dollar Channel? How...

Retail Media Breakfast Club ·

2026/03/25

In Part 4 of the Agentic Commerce Expert Series, we dive into one of the biggest emerging questions in retail media right now: what happens when ads enter AI experiences? With OpenAI and other LLM platforms beginning to experiment with advertising, there’s a lot of speculation (and skepticism) about how this will impact user trust, relevance, and ultimately, performance.I’m once again joined by Amelia Van Camp from Mirakl, and together we unpack what “agentic advertising” really means, why

8:44

Costco Exposing Its Retail Media Tech Stack Might...

Retail Media Breakfast Club ·

2026/03/24

In August 2025 I broke down why so many retail media networks keep their ad tech stacks hidden. And to be honest, the reasons weren’t exactly flattering. But what happens when a major retailer does the exact opposite? In today's episode, I share highlights from my recent livestream with Mark Williamson, AVP of Retail Media at Costco, and Jon Flugstad, Chief Business Officer at MetaRouter, and unpack a bold move from Costco that’s turning heads across the industry: full transparency.We dive

7:55

Retail Media Has a PR Problem: CVS Media Exchange’s...

Retail Media Breakfast Club ·

2026/03/23

Today I’m digging into a refreshingly honest and frankly rare take from Parbinder Dhariwal, VP, General Manager at CVS Media Exchange (CMX). Instead of the usual hype around retail media growth, he’s calling out what the industry is getting wrong… and why that could slow everything down if we don’t fix it.By analysing audio clips with Parbs on The CPG Guys, Beyond The Shelf, and Floor 9 (links to the full episodes below), I break down why retail media may have a credibility problem, from

10:17

Google’s New AI Patent Could Hijack Your Landing...

Retail Media Breakfast Club ·

2026/03/19

Today I’m breaking down a jaw-dropping development from Google that could fundamentally reshape how we think about paid traffic, brand control, and the role of landing pages in e-commerce. After reading a standout piece from Jo Lambadjieva's AI for Ecommerce and Amazon Sellers newsletter (link to Jo's article below), I knew I had to share it with you. Because if this plays out, it changes everything.I walk through Google’s newly granted patent that allows AI to replace your carefully

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Retail Media Breakfast Club

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