Retail Media Breakfast Club

Kiri Masters
  • 5.0 (10)
  • MARKETING
  • UPDATED DAILY

10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

  1. AI Is Already Disrupting Retail Media Via 'Dark Search' Traffic

    2D AGO

    AI Is Already Disrupting Retail Media Via 'Dark Search' Traffic

    I’ve been ringing the bell about AI disrupting retail media for a while now. The pushback I keep hearing is, “Show me the traffic.” And yes, when you look at last-click data, less than 1% of retailer traffic is coming from ChatGPT. So… what’s the big deal? I recently joined I joined Destaney Wishon on the Better Advertising Podcast to break down why that 1% number is deeply misleading, and why AI’s influence is already reshaping retail media in ways we simply aren’t measuring yet. In today's episode, a snippet from my conversation with Destaney, we unpack the 'dark search' phenomenon, contextual ad experiences inside LLMs, collaborative bidding models between brands and retailers, and why discovery — not checkout — is the real disruption.  If you care about retail media data, audience targeting, and where ad dollars go next, this conversation is going to make you think differently! This episode is sponsored by Mirakl Ads Timeline [00:00] – The 1% myth: Why AI traffic looks tiny and why we're looking at the wrong metric[00:30] – “Dark Search” explained: How LLMs influence purchases without sending clicks[01:30] – The optimistic view: What ads inside AI could look like (and why they don’t have to be disruptive) [02:00] – Context is king: Why LLM relevance could outperform traditional retail media [06:15] – Collaborative bidding between brands and retailers inside AI environments [09:23] – The real disruption: AI shifting discovery away from retailer.com — and what that means for retail media data Links & Resources Watch my full conversation with Destaney Wishon on the Better Advertising podcast: Is Retail Media Ready for AI Ads?Subscribe to Better Advertising on YouTube and Apple PodcastsFollow Destaney Wishon on LinkedInMalte Landwehr, CPO and CMO of Peec AI, explains his 'Dark Search' thesis on LinkedInRead my related articles:AI Is Claiming Browsing Behavior. Commerce Media Must Compete On Its Data Advantage7 Ways to Break the Retail Media Doom LoopJoin me and Jordan Witmer from Salt XC at 11am ET Friday Feb 27, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, Feb 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    10 min
  2. AI Is Stealing the Browse: How Retail Media Wins the Data War in the Age of ChatGPT

    3D AGO

    AI Is Stealing the Browse: How Retail Media Wins the Data War in the Age of ChatGPT

    A year ago, just 7% of website referrals to U.S. retailer sites came from ChatGPT. By October 2025, that number had more than doubled to 16%. And it’s not just ecommerce: nearly one in five shoppers used LLMs like ChatGPT, Gemini, or Perplexity while shopping in-store over Thanksgiving weekend last year. That’s not a trend. That’s a shift. In this episode, an expansion on a recent piece I wrote for The Drum, I share a personal story about how AI completely reshaped my own purchase journey (yes, it involves a Shark hair tool and zero browsing on a retailer site!). Then I break down what this “cosmic reset” means for retail media networks. If AI is claiming the early shopping journey, how do commerce media players compete? I walk through four strategic moves retailers must make now to protect their data advantage, strengthen their media moat, and win in an AI-shaped shopping world. This episode is sponsored by Mirakl Ads Timeline [00:00] – ChatGPT referrals to retailer sites double in a year, and 18% of shoppers use LLMs in-store.[01:22] – My “hair rut” story: How AI replaced my browsing and narrowed my purchase to one SKU.[02:51] – The real problem: Fewer signals, fewer surfaces, and less sponsored product exposure.[04:23] – Strategy #1: Fueling the inspiration stage with offsite commerce media.[07:15] – Strategy #2: Data collaboration and clean room partnerships across commerce networks.[08:45] – Strategy #3 & #4: Product truth as a media lever, and why in-store is the most defensible arena. Links & Resources Check out my full article on The Drum: Kiri Masters: Retailers, here’s how your media network can still thrive in an AI-shopping eraRead my related articles:Why OpenAI's Ad Network Should Concern RMNsRetail Media's Measurement Problem: It's Not Just the RetailersWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting'The Biggest Change in My Lifetime' — Marketecture CSO on AI Shopping7 Ways to Break the Retail Media Doom LoopJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    12 min
  3. Why Top Brands Are Building Their Own Retail Media Operating Systems (And Winning in 2026)

    4D AGO

    Why Top Brands Are Building Their Own Retail Media Operating Systems (And Winning in 2026)

    Here’s a riddle for you: what’s ugly, chaotic, color-coded, constantly changing but absolutely essential? If you guessed the family calendar, you’re correct. But I’m also talking about how brands are managing retail media in 2026. Today I unpack why the best-performing brands have stopped waiting for retailers to hand them a clean, unified dashboard, and are instead building their own operating systems on top of retail media networks. Drawing on fresh data from the fifth annual Stratably × Skai State of Retail Media report, I break down the widening gap between brands that are designing systems versus those still juggling platforms. I discuss measurement, incrementality, closed-loop attribution, retail media DSPs, and why only 12% of brands have truly integrated media and commerce data.  If you’re still logging into eight dashboards and hoping your spreadsheet holds, this one’s for you! This episode is sponsored by Mirakl Ads Timeline [00:00] – The 'family calendar' riddle and why it perfectly describes retail media management today [01:15] – Inside the State of Retail Media report: 166 marketers, 40 interviews, and a growing systems gap [02:12] – The big numbers: 77% want better cross-network measurement, 68% want operational efficiency, and 52% are shifting budgets to retail media DSPs [03:16] – The 12% stat that should make you uncomfortable: integrating media spend with commerce data [04:00] – Why retail media measurement standards exist (but infrastructure fragmentation is still the real blocker) [06:30] – Retailers’ scaling problem, long-tail advertisers, and why brands are building self-serve control layers [08:00] – My spicy take: stop asking “Which retail media network should I add next?” and start asking “What system am I building?” Links & Resources Download the fifth annual Stratably × Skai State of Retail Media report from Skai’s website here.Read my related articles:The Case for the ‘Long Tail’ of Retail Media NetworksRetail Media's Measurement Problem: It's Not Just the RetailersHow Can RMNs Tap Upper-Funnel Brand BudgetsJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    9 min
  4. OpenAI Ads Inside ChatGPT: What It Means for Retail Media, Trust & the Future of AI Advertising

    5D AGO

    OpenAI Ads Inside ChatGPT: What It Means for Retail Media, Trust & the Future of AI Advertising

    I really, really hoped that ads in AI wouldn’t suck. And now… we’re starting to find out. In this episode, I break down what we’ve learned about how ads are actually showing up inside ChatGPT, following a recent interview with OpenAI’s advertising lead Asad Awan. I share instances where my earlier (admittedly optimistic) predictions were right, what genuinely surprised me, and my concerns, especially if you care about retail media, first-party data, and the future of shopper marketing. Listen to learn about the architectural separation between ads and the model, contextual targeting vs. surveillance tracking, the “one good ad is enough” philosophy, and what happens when ad surfaces move upstream of the retailer. Most importantly: will AI ads avoid the retail media doom loop, or are we watching it form in real time? This episode is sponsored by Mirakl Ads Timeline [00:00] – Why my City Hall wedding perfectly explains how ads creep into trusted environments.[01:01] – The OpenAI interview that reveals how ads work inside ChatGPT and why it matters.[02:30] – The hard wall between the model and the ad layer (and why it's better than I expected).[05:00] – “One good ad is enough” vs. the saturation playbook of traditional retail media.[06:00] – The rise of algorithmic, agentic advertising, and why my Spidey sense is tingling.[08:35] – The real threat to retail media: AI as a high-intent ad surface upstream of the retailer.[10:30] – AI agents facilitating purchases behind the scenes, and what that means for first-party data.[11:45] – The year-three test: will revenue pressure break the wall between ads and the model? Links & Resources Watch the full interview with Asad Awan on The OpenAI PodcastSubscribe to Debra Aho Williamson's The AI Ads Economy newsletter on Substack or on LinkedInRead my related articles:Maybe Ads in AI Don't Have To Suck?ChatGPT Ads Are Here. I'm Not Panicking.Should Your Industry Advertise in AI Media in 2026?Why OpenAI's Ad Network Should Concern RMNsJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    13 min
  5. In-Store Experiential Retail Media: The 3X Sales Lift Brands Can’t Agree on Who Should Fund

    FEB 12

    In-Store Experiential Retail Media: The 3X Sales Lift Brands Can’t Agree on Who Should Fund

    When in-store retail media is done right, it can deliver something digital ads simply can’t: a multisensory brand experience that drives immediate sales and long-term brand recall. In this episode, I’m sharing highlights from my recent LinkedIn Live  with Jordan Witmer from the agency SALT, where we dug into what’s really possible with experiential in-store activations, and why so few brands are fully taking advantage of them. Jordan brings a rare, well-rounded perspective, having spent years on the brand side before moving onto agency side leadership. We talk candidly about why in-store activations in the U.S. often fall flat, how brands are leaving value on the table, and the real reason these high-impact experiences struggle to get funded. If you’re a brand or retail media leader trying to balance short-term ROI with long-term brand building, this conversation is for you. This episode is sponsored by Mirakl Ads Timeline [00:00] Why in-store experiential activations deliver value that sponsored products and display ads can’t [01:00] The gap between what’s possible in-store and what’s actually happening in the U.S. [02:30] How experiential activations drive both immediate POS lift and long-term brand recall [03:15] Data that proves experiential marketing deepens brand connection and drives purchase [04:00] Inside the Topo Chico Target activation that drove 3X same-store sales growth [06:30] The real challenge: measuring ROAS and funding experiential retail media across siloed budgets Links & Resources Listen to the full replay of my conversation with JordanLearn more about SALTFollow Jordan Witmer on LinkedInRead my related articles:Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did ItThree Companies Monetizing Moments That Most Retailers IgnoreIt’s Time To End Retail Media “Versus” Organic SearchJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    12 min
  6. Why OpenAI Ads Are a Wake-Up Call for Retail Media Networks (And What Happens Next)

    FEB 11

    Why OpenAI Ads Are a Wake-Up Call for Retail Media Networks (And What Happens Next)

    A couple of weeks ago, OpenAI quietly made one of the most important announcements for the retail media industry, and I don’t think we’re fully reckoning with what it means yet. In this recap of my January 20 article for The Drum, I break down why OpenAI testing ads inside ChatGPT responses isn’t just an interesting experiment, but a signal that the foundations of retail media are already shifting.  Let me be clear: this isn’t a doomsday episode! Retail media isn’t dead, but it does need to evolve. I walk through why AI-enabled shopping is fundamentally different from past hype cycles, how consumer trust and behavior are changing faster than we expect, and where retail media networks are most exposed — and most defensible — as AI becomes an increasingly powerful commerce intermediary. This episode is sponsored by Mirakl Ads Timeline [00:00] – OpenAI’s ad announcement and why a sponsored hot sauce recommendation matters more than it seems [01:26] – Why AI-enabled shopping will succeed where the Metaverse and voice commerce failed [02:00] – The real pain in today’s ecommerce experience and why consumers are primed for change [03:24] – Trust, culture, and the rise of AI as a shopping companion (not just a tool) [05:00] – How OpenAI ads threaten the 70-80% margins of onsite retail media [09:45] – Why in-store retail media may be the most defensible channel in an AI-driven future Links & Resources My full January 20 article on The Drum - Why OpenAI’s ad announcement should worry retail media networksRead my related articles:Should Your Industry Advertise in AI Media in 2026?ChatGPT Ads Are Here. I'm Not Panicking.Three Companies Monetizing Moments That Most Retailers IgnoreAtlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    12 min
  7. Inside Amazon’s AI Shopping Funnel: Why Rufus Converts 3.5x Better

    FEB 10

    Inside Amazon’s AI Shopping Funnel: Why Rufus Converts 3.5x Better

    New data from Sensor Tower confirms what many of us suspected but couldn’t yet prove: AI-assisted shopping on Amazon has quietly crossed the threshold from experiment to default behavior. During the 2025 holiday season, Amazon’s AI assistant Rufus didn’t just influence shopping — it captured a disproportionate share of actual purchases. In this recap of my recent article for The Drum, I break down what the data really tells us, why Amazon’s headline claims may have undersold the impact, and how AI-assisted journeys are reshaping conversion dynamics. I also unpack what this means for retailers and brands as AI becomes a primary decision aid. From late-funnel “rescue” moments, to early decider confidence boosts, the evidence suggests we’re not dealing with a single funnel anymore. And if AI assistants replace search as the dominant interface, the future of retail media may depend less on placement, and more on inclusion. This episode is sponsored by Mirakl Ads Timeline [00:00] Why AI-assisted shopping is no longer a novelty and how Rufus captured 66% of purchases on Black Friday [01:02] Andy Jassy’s $100B Rufus claim and why the industry struggled to validate it [02:22] How Amazon positions Rufus against third-party AI shopping agents [03:26] The strategic restraint that sets Rufus apart from other retailer AI experiments [04:45] Sensor Tower’s “cart reconsideration” journey and a surprising 50% conversion rate [08:21] What AI-assisted shopping means for the future of retail media monetization Links & Resources My full article on The Drum - While everyone debates agentic shopping, Amazon’s Rufus is racking up salesSensor Tower research results - Retail Embraces AI: How Did Rufus Impact Amazon's November Sales?Read my related articles:The 3 Ways Agentic Commerce Could Destroy Retail MediaAmazon is playing agentic commerce chicken. Other retailers should not.At NRF, Retailers Say "Bring On All The Bots"Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    9 min
  8. AI Is Quietly Rewriting Retail Media: What Happens When Shoppers Stop Searching?

    FEB 9

    AI Is Quietly Rewriting Retail Media: What Happens When Shoppers Stop Searching?

    Sometimes I feel like the town crier waving a bell about AI and retail media, proclaiming "the end is nigh!", but there's a reason I keep humming the same tune. AI-enabled shopping isn’t a future problem. It’s already reshaping how consumers discover, research, and decide what to buy,  yet much of the retail media industry is still eerily quiet about it. In this episode, I react to telling statements made by Sam Khoury, Chief Strategy Officer at Marketecture, who recently appeared on the ADSN podcast. What happens when shoppers move their intent upstream — away from retailer-owned surfaces and into LLMs like ChatGPT? If retail media was built on upper-funnel signals, what happens when those signals disappear? Sam shares insights that every retailer, brand, and retail media leader needs to be paying attention to right now. This episode is sponsored by Mirakl Ads Timeline [00:00] Why AI is the “silent concern” no one in retail media wants to talk about [01:09] Sam Khoury on why hiding from AI-driven consumer behavior won’t work [02:30] The data point retailers can’t ignore: AI referrals and in-store LLM usage are surging [03:20] How AI tools are replacing Google as the starting point for research and discovery [04:33] The real retail media risk: losing upper-funnel signals, surfaces, and measurement [07:36] Why this shift may be bigger than mobile, and what early recognition enables Links & Resources Listen to the full ADSN interview with Sam Khoury - Sam Khoury on B2B Creator Businesses, Netflix+WB4EVA, the $1B Digital Twin, and Meta the Energy CompanySubscribe to the ADSN podcast, hosted by James Borow and Daniel DrugerFollow Sam Khoury on LinkedInSubscribe to MarketectureRead my related articles:The Secret Hopes & Dreams of RMN LeadersWhy RMNs Keep Their Tech Stacks SecretCostco: The Retail Media Network That Refuses to Promote ItselfAtlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    8 min
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About

10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

Information

  • Creator
    Kiri Masters
  • Years Active
    2024 - 2026
  • Episodes
    210
  • Rating
    Clean
  • Copyright
    © 2026 Kiri Masters
  • Show Website
    Retail Media Breakfast Club

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