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

13:08

What I Learned Building Retail Media Breakfast Club...

Retail Media Breakfast Club ·

2025/12/16

This is the final episode of the year, and honestly, I can’t quite believe how far Retail Media Breakfast Club has come since launching back in January. From passing 50,000 downloads, to realizing just how many smart, thoughtful people are paying attention, this episode is a moment to pause, reflect, and share what I’ve learned along the way.I unpack some very personal lessons from running a near-daily newsletter/podcast in an industry that’s still very much being invented in real time

14:35

My Retail Media Content Diet: How I Stay Ahead of...

Retail Media Breakfast Club ·

2025/12/15

I’m pulling back the curtain on something I’m asked about constantly: how I actually stay on top of the nonstop flow of retail media news, analysis, and thought leadership. I definitely don’t catch it all, and you shouldn’t feel bad if you don’t either. But I have built a rhythm and a process that helps me make sense of this fast-moving space without completely frying my brain.In today’s ep, I share the tools, habits, and systems I use. From the podcast apps I separate for work vs

13:16

Why Amazon Can’t Stop Agentic Commerce — And Why...

Retail Media Breakfast Club ·

2025/12/11

Agentic commerce continues to spark tension across the industry. Today, I’m diving straight into one of the biggest debates: whether Amazon’s refusal to embrace open agent interoperability means agentic shopping is doomed. This conversation was inspired by ad industry analyst Eric Seufert, whose skepticism about agentic commerce I genuinely value. But as I explain, there are several key assumptions baked into his argument I simply don’t buy.I break down why Amazon’s structural advantages

9:59

5 Big Marketing Lessons Retail Media Must Steal From...

Retail Media Breakfast Club ·

2025/12/10

In this episode of the Retail Media Breakfast Club, I reflect on a recent conversation from the a16z Podcast and the surprisingly relevant lessons that venture capital can teach retail media networks. Listening to Marc Andreessen, Ben Horowitz, and Margit Wennmachers talk about how a16z deliberately broke VC’s long-standing “code of silence” reminded me so much of the paradoxes I saw back when I ran my Amazon agency. In short; everyone wanted transparency, but no one wanted to contribute to

9:01

Amazon’s Sea of Ads: Why 25+ Sponsored Products Per...

Retail Media Breakfast Club ·

2025/12/09

In this episode, I expand on my latest column in The Drum, where I unpack new data showing that Amazon now averages 25+ sponsored products per page load—far more than Walmart or Home Depot. Despite fears that ad overload would harm the customer experience, Amazon maintains near-universal ad coverage while keeping relevance high, even on complex long-tail searches. That level of performance is only possible because Amazon invested early in sophisticated ad tech capable of matching ads to

11:43

The Retail Media Civil War Is Ending: How “Fluid”...

Retail Media Breakfast Club ·

2025/12/08

In today’s episode, I dig into one of the biggest internal conflicts inside retail organizations—the clash between merchant teams and retail media teams. One side is incentivized to fill every available ad slot, the other is responsible for driving product sales, and shoppers are the ones caught in the crossfire. As Charlie Munger said, “Show me the incentive and I’ll show you the outcome,” and retail media is no exception.I share highlights from a recent LinkedIn Live with Andreas Reiffen,

12:03

AI vs. Retail Media: The Platform Shift No One Is...

Retail Media Breakfast Club ·

2025/12/04

In this 'Snips' episode, I unpack some of the most thought-provoking ideas from tech analyst Benedict Evans’ recent interview on The Knowledge Project, specifically his comparison of AI to the invention of the iPhone. Not electricity. Not the Industrial Revolution. The iPhone. And the second-order effects of that comparison are much more relevant than you might think for retail media and the future of commerce.I explore what this platform shift means for retailers, retail media networks,

13:50

Inside Costco’s Secretive Retail Media Strategy: What...

Retail Media Breakfast Club ·

2025/12/03

Costco has always been the effortlessly cool kid of the retail media world: unbothered by hype, quietly confident, and doing things entirely on its own terms. In this episode, I unpack what makes Costco’s retail media approach so different from the 80+ U.S. retail media networks vying for attention, and why their “member-first, margin-second” philosophy is more than just a tagline.After digging through Mark Williamson (Retail Media AVP at Costco) interviews, I piece together a clearer

7:54

AI Shopping Hype? My Black Friday to Cyber Monday...

Retail Media Breakfast Club ·

2025/12/02

In this halftime recap of Black Friday — Cyber Monday, I unpack the avalanche of headlines claiming that AI shopping has finally arrived. Everywhere you look, analysts are touting explosive growth — 805% spikes, billions in generative AI-influenced sales, and a surge in chatbot-assisted shopping sessions. But as I dig into the data, I’m asking a much more important question: Does any of this actually signal a shift in real shopper behavior? The picture is far more nuanced than the hype

11:10

Why Retail Media’s Metrics Are Failing — And What...

Retail Media Breakfast Club ·

2025/12/01

This week, I’m digging into a fiery debate that lit up LinkedIn — one that questions whether retail media is measuring the right things at all. After reading a thought-provoking post from Steve Gray, I found myself going down a rabbit hole of insights, rebuttals, and philosophical clashes about how brands actually grow—and what retail media should be optimizing for. Spoiler: the answers aren’t as simple as ROAS and impressions.In this episode, I unpack the tension between Byron Sharp’s “How

8:29

Why Long-Tail Advertisers Are Becoming Retail Media’s...

Retail Media Breakfast Club ·

2025/11/26

In today’s episode I dig into a surprising and quietly powerful engine of growth for retail media networks: long-tail advertisers. While major CPG brands continue to cap their RMN partnerships at around six networks, retailers are pouring investment into Amazon and Walmart-level capabilities, hoping to win those national budgets. But the ceiling isn’t moving… so where’s the growth coming from?New data from Pentaleap's 2025 Sponsored Products Benchmark Report shows exactly where the action

10:01

How RMNs Can Finally Win Over Media Agencies

Retail Media Breakfast Club ·

2025/11/25

In today’s 'Snips' episode, I’m diving into one of the biggest unlocks for retail media networks right now: earning the trust (and the budgets) of media agencies. As retail media growth slows and retailers look beyond performance budgets, everyone suddenly wants a slice of those top-of-funnel brand-building dollars. But as I unpack the insights from Viv Craske and Colin Lewis from the Retail Media Therapy podcast, tapping into those budgets isn’t as simple as showing up with a pitch deck

10:49

AI-Fueled Shopping for The Holidays

Retail Media Breakfast Club ·

2025/11/24

This week, I’m breaking down a fascinating shift I’ve been watching closely: the moment AI-enabled commerce finally tips from novelty to norm, just in time for the holiday shopping rush. After a near-disaster of traveling without my wallet (which somehow wasn’t a disaster at all), I couldn’t help but notice how quickly behavior changes when technology quietly becomes infrastructure. And based on fresh Salesforce data, AI is hitting that same inflection point in retail.In this episode, I dig

10:59

Will Ads Ruin AI? Why Agentic Advertising Might Save...

Retail Media Breakfast Club ·

2025/11/20

In this episode I’m digging into a question I’ve been thinking about for months: If ads inevitably show up inside AI interfaces… do they actually have to suck? With billions invested into AI infrastructure and only modest subscription revenue to offset it, advertising is the most likely economic engine powering the next wave of AI platforms. But I’m not convinced it has to lead us down the same messy, cluttered path that search and marketplaces took.Drawing from an op-ed I recently wrote

11:32

Get on the Damn Stage: Why 2026 Is Your Year to Step...

Retail Media Breakfast Club ·

2025/11/19

In this reprise episode, I’m bringing back one of the most timely conversations we can have as we gear up for 2026 conference season: getting on the damn stage. After so many of you resonated with my encouragement to apply for the damn award despite imposter syndrome, it felt like the perfect moment to revisit this message. Because the truth is no one cares about your future as much as you do, and if you’re waiting for permission to step forward, you’ll be waiting forever.Whether you’re on

10:23

Inside Mars’s Retail Media Investment Matrix — Why...

Retail Media Breakfast Club ·

2025/11/18

Last week at the Path to Purchase Institute LIVE conference, I heard something that most retail media networks probably don’t want to hear out loud: Mars has built a structured, data-driven investment matrix that decides exactly who gets budget and who doesn’t. In today’s episode, I’m breaking down what Mars revealed, why scorecards are becoming standard across major CPGs, and the uncomfortable truth hiding underneath all this new structure.I dig into why even networks that “score well” may

10:06

AI Shopping Agents vs. Retailers: Who Owns Discovery...

Retail Media Breakfast Club ·

2025/11/17

In today’s 'Snips' episode, I’m diving into one of the conversations that has been rattling around in my head for a while now. While listening to the Unpacking the Digital Shelf podcast with my friends Lauren Livak Gilbert, and Peter Crosby, I found myself nodding as their guest Natalija Pavic from Kibo Commerce unpacked the rise of agentic AI and AI shopping agents. She articulated (brilliantly, I might add) something that’s been quietly needling me: we’re not just adding AI to commerce…

13:52

Unfiltered Thoughts From Amazon Unboxed 2025

Retail Media Breakfast Club ·

2025/11/13

What is Unboxed, really? This week, I was in Nashville for Amazon’s signature advertising event — a showcase where the tech giant reveals its latest innovations in retail media, automation, and ad tech. After taking it all in (and chatting with a few familiar faces from the industry), I’m breaking down the key announcements, the unspoken messages, and what they mean for advertisers and partners moving forward.In this episode, I unpack my biggest takeaways from Unboxed 2025. From Amazon’s

11:35

Developments in RTB (Real-Time Bidding) for Retail Media

Retail Media Breakfast Club ·

2025/11/12

In this episode, I share snippets of my recent livestream with Andreas Reiffen, CEO and co-Founder of Pentaleap, to unpack one of the most debated topics in retail media today — Real-Time Bidding (RTB). Once dismissed as a messy, low-quality relic of early programmatic advertising, RTB is now being reimagined as the key to unlocking retail media’s next phase of scalable growth.Note: I encountered unfortunate technical difficulties during my livestream with Andreas, resulting in choppy video

11:17

Amazon Unboxed 2025 - Fresh Off The Press...

Retail Media Breakfast Club ·

2025/11/11

I’m coming to you fresh from Amazon’s Unboxed event in Nashville, where Amazon dropped a wave of updates that show just how far their advertising ambitions are reaching. Beyond retail, beyond search, and even beyond reality itself!In this episode, I unpack the biggest product launches and innovations revealed at the event including AI-powered campaign tools, creative automation for Prime Video, and Amazon’s intriguing new “Crystal Box” transparency positioning. I also share my early

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Retail Media Breakfast Club

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