Retail Media Breakfast Club

15:37

Follow the Wallet

Retail Media Breakfast Club ·

2026/10/08

Consumer AI is growing at an incredible pace, but here's the thing: even though millions of people are using AI, very few are actually paying for it. So how are these platforms going to make money, and what does that mean for retail media and the future of shopping?In this episode, I'm digging into some fascinating new research from Andreessen Horowitz on consumer AI adoption, spending habits, and the business models emerging around these platforms. I explore why people are willing to pay

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11:29

Does the World Need More Retail Media Networks? It...

Retail Media Breakfast Club ·

2026/10/07

The retail media landscape is getting more crowded by the week. McDonald’s, Simon Property Group, Delta, and a growing list of other companies are launching commerce media businesses. But does the world actually need more retail media networks? In this episode, I share Matthew Fantazier's latest 'hot take' on the explosion of commerce media and add my own perspective on the biggest question facing these new networks: who is this actually for?I also dig into the rise of consumer-facing AI

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10:48

Bulldust Metrics In Retail Media

Retail Media Breakfast Club ·

2026/10/06

There’s a lot of talk in retail media about better measurement, incrementality, and finding the one metric that finally tells us what’s really working. But sometimes the metrics we’re using are… well, bulldust. In this episode, I dig into why measurement looks so different depending on which side of the table you’re sitting on, and why retailers and brands can both feel like they’re doing the right thing while talking completely past each other.I also revisit the question of why ROAS

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12:15

Best Buy Ads Showcase Recap

Retail Media Breakfast Club ·

2026/10/05

I recently took a closer look at what Best Buy Ads is building, and what it tells us about where retail media is heading. Best Buy was one of the early retailers to launch sponsored product ads, but at its latest showcase, that familiar ad format was barely part of the conversation. Instead, the spotlight was on connected TV, creators, TikTok Shop, its production studio, and new measurement capabilities.I think that shift tells us something important about the future of retail media. Brands

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13:14

RMNs Are Launching MTA. Do Brands Want It? [Part 1]

Retail Media Breakfast Club ·

2026/10/01

A couple of years ago, two neighborhood cats started visiting our house. We fed them, they kept coming back, and then one day they turned up wearing collars that said, “Do not feed unless starving.” It turned out we weren't the only ones feeding them: and nobody really knew who was feeding them, how often, or how much.Brands have their own version of this problem. When they add up all the attributed sales from every retail media network they spend with, somehow the total can come out bigger

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9:39

The Retail Media Doom Loop: 2026 Edition

Retail Media Breakfast Club ·

2026/09/30

I’m revisiting one of my most popular episodes from last year: the retail media doom loop. The basic idea is pretty simple — a retailer sees the ad revenue being generated by Amazon and Walmart, launches a retail media network, and quickly grows by moving existing trade and shopper marketing dollars onto a media line. But what happens when that easy growth runs out?In this episode, I look at what the latest data and conversations with retail media leaders suggest about where the industry is

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16:17

Trust in AI Shopping: Two New Studies

Retail Media Breakfast Club ·

2026/09/29

AI is becoming part of how we shop, but how much do consumers actually trust what an AI assistant recommends? In this episode, I’m digging into two new research studies — one from Acosta Group, and one I conducted with Bazaarvoice — to explore what shoppers really think about AI-powered shopping recommendations, advertising, brand discovery, and trust.I’ll walk through what happens when shoppers encounter ads inside AI tools, why consumers are increasingly taking a “trust but verify”

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8:12

Retail Media Is a Creative Wasteland. So What.

Retail Media Breakfast Club ·

2026/09/28

Retail media is a creative wasteland. That’s the catchy line coming out of Ipsos’ new Creativity Over Clicks research. And honestly, my first reaction was to get my hackles up. But once I slowed down and looked at what the data was actually saying, I realized the report was confirming something many retail media practitioners have known for a long time: the creative looks the way it does for some very rational reasons.In this episode, I unpack what Ipsos’ research tells us about retail

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14:04

Trip Report: Retail & Commerce Media Activations in...

Retail Media Breakfast Club ·

2026/09/24

I recently spent a week in Poland on a family trip, and while I didn't have nearly as much time for retail media recon as I would have liked, I came away with a few observations that I found genuinely fascinating. From the country's enormous network of parcel lockers being turned into advertising surfaces, to the surprising density of Żabka convenience stores, there is a lot happening in Polish retail and commerce media.In this episode, I walk through four things that caught my attention on

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16:19

Are RMNs Finally Getting The Hang of This...

Retail Media Breakfast Club ·

2026/09/23

Are retail media networks finally getting the hang of collaboration? This week, two major announcements have me thinking about the transition from parallel play to collaborative play in retail media. Best Buy is expanding its partnership with Amazon to sell Fire TV ad inventory, while Instacart and Gopuff are teaming up on both delivery and advertising technology. And these aren’t just interesting partnerships on paper: they could change how brands buy, target, and measure retail media

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12:15

Shoppers Think That AI's Answers Are For Sale

Retail Media Breakfast Club ·

2026/09/22

We’ve struck a pretty clear deal with advertisers: we tolerate ads in exchange for free or subsidized services. But what happens when those ads show up inside AI assistants that we’re increasingly relying on to help us shop? New research from Bazaarvoice, which I co-authored, reveals that consumers are already questioning whether AI recommendations are truly independent. And that raises some important questions for brands and retail media advertisers.In this episode, a recap of my recent

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7:33

44% of US RMNs Are Led By Women

Retail Media Breakfast Club ·

2026/09/21

I've got some really good news to share on today's Retail Media Breakfast Club. Despite some of the things that can leave me feeling a little disheartened about the retail media industry, I recently discovered something genuinely exciting: 44% of US retail media networks are led by women. That's substantially higher than the representation of women in VP and SVP roles reported in recent McKinsey research.I put together a database of named P&L leaders across the NRF's 2026 Top 100 US

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11:54

Rocks, Pebbles, Sand: Retail Media Eras (Part 2 of 2)

Retail Media Breakfast Club ·

2026/09/17

Why do good retailers make bad ad tech decisions? In part two of my series on the different eras of retail media, I’m expanding on my recent article for The Drum, and exploring why choosing the right technology is only part of the equation. The bigger question is: What role does your retail media network actually play in the media plan?Drawing on insights from Co-op Media Network’s Dean Harris and Ace Hardware’s Molly Hjelm, I look at the different end states for retail media networks, from

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10:55

Retail Media's Four Eras (Part 1 of 2)

Retail Media Breakfast Club ·

2026/09/16

Retail media technology has already gone through several major reinventions. From retailers building their own ad tech stacks, to point solutions, cloud-based composable technology, and now AI-ready data infrastructure.In this episode, I’m recapping my recent article for The Drum, and exploring the four eras of retail media tech. More importantly, why these eras aren’t necessarily sequential. Across retail media networks today, you can find very different technology architectures operating

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10:48

What It Now Takes For a Shopper To Switch Brands,...

Retail Media Breakfast Club ·

2026/09/15

Most shoppers are now using AI tools to shop, and they’re increasingly discovering new brands and products inside a chat window. That raises a practical question for anyone buying or selling commerce media: what does it actually take to get a shopper to switch to a brand they’ve never heard of when an AI assistant recommends it?In this episode, I’m sharing highlights from the new consumer study I collaborated on with Bazaarvoice, What Is a Brand Worth When AI Does the Shopping? We looked at

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12:00

Amazon Extends Its DSP Into ChatGPT Ads

Retail Media Breakfast Club ·

2026/09/14

Amazon is extending its DSP into ChatGPT, giving brands that already advertise through Amazon Ads a new way to reach consumers inside the ChatGPT app. But the headline isn’t actually the most interesting part of this announcement. The bigger story is what Amazon is doing with its DSP, and why it increasingly looks less like an Amazon advertising product and more like an advertising aggregation strategy.In this episode, I’m sharing Jo Lambadjieva's analysis of the Amazon–OpenAI advertising

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8:39

Why Do Brand Marketers Love To Hate On Retail Media?

Retail Media Breakfast Club ·

2026/09/10

There’s a new beef in marketing, and this one hits close to home: can retail media actually build brands, or is it really just trade promotion with a fancy name and a dashboard? Mark Ritson kicked off the debate by arguing that retail media is fundamentally a bottom-of-funnel, defensive investment. Andrew Lipsman pushed back, making the case that retail media can do something brand marketers have wanted for decades: reach people who aren’t currently buying your brand.In this episode, I dig

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11:23

Retail Media Isn’t a Cart.

Retail Media Breakfast Club ·

2026/09/09

Today, I’m digging into a question that has been coming up more and more as retail media expands into a broader commerce media ecosystem: does commerce media really need to be tied to the cart?I’m narrating a guest contribution essay from Tom Limongello of The Middlemen Podcast that got me thinking differently about the distinction between retail media and commerce media. Specifically why SKUs and assortments are useful ways to understand retail media, but may not actually define it (and

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10:17

FTC v Amazon: Nothing Changes

Retail Media Breakfast Club ·

2026/09/08

By now, you’ve probably read plenty of coverage about the FTC’s case against Amazon’s ad auction (last week I shared an article on The Drum). But the question I’m more interested in is the one that actually matters if you’re managing an advertising budget or running a retail media network: does any of this change where the money goes?My prediction, sadly, is no. Though I’d be very happy to be proven wrong. In this episode, I break down why cheaper clicks probably wouldn’t mean less money

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10:44

The UK Takes A Run At Retail Media Aggregation

Retail Media Breakfast Club ·

2026/09/03

Retail media has a fragmentation problem. We have better dashboards, better reporting, and better measurement than we did a few years ago. But media buyers are still being asked to navigate an ever-growing number of retail media networks and walled gardens.In this episode, I look at what’s happening in the UK, where two major retail media aggregation plays launched over the summer: RMX by Plan-Apps from SMG and the dunnhumby network alliance, involving Tesco, B&Q, John Lewis and

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