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. Why Loyalty Programs Are the Real Power Play as AI Reshapes Retail Media

    23H AGO

    Why Loyalty Programs Are the Real Power Play as AI Reshapes Retail Media

    Recently I joined a retail media panel at Loyalty Connect in Atlanta, surrounded by the people who’ve spent decades building and evolving loyalty programs. What became crystal clear to me is that loyalty and retail media are no longer parallel industries: they’re fundamentally intertwined. In this episode, a recap of my article for The Drum, I unpack why loyalty data has become the backbone of modern retail media networks, powering audience creation, closed-loop measurement, and advertiser confidence at scale. From Kroger Precision Marketing and Costco to CVS and Marriott, I share the examples that prove the strongest retail media businesses are built on strong loyalty ecosystems. But the bigger shift is what happens next. As AI agents compress the shopping journey and consumers increasingly arrive at retailer websites already knowing what they want, many of today’s high-margin retail media ad surfaces are under threat. What survives? Loyalty. I explore why emotional drivers like status, belonging, and access may become retailers’ most defensible advantage in an AI-driven commerce environment. And why the future winners won’t just offer points and discounts, but experiences consumers genuinely care about. This episode is sponsored by Mirakl Ads Timeline [00:00] — Why loyalty and retail media are inseparable  [01:18] — Kroger’s loyalty data advantage and retail KPI measurement  [03:56] — Why measurement is the foundation of loyalty-powered media  [04:30] — How AI shopping journeys threaten retail media revenue  [05:18] — The emotional side of loyalty that AI can’t replicate  [08:16] — Why AI agents may disrupt earning points, but not redemption Links & Resources Read my full article on The Drum: Loyalty data is becoming retail media’s strongest defenseRead my related articles:Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 1)Agentic Shopping Poses an Existential Threat to Retail Media (Part 2)7 Ways to Break the Retail Media Doom LoopEMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year! The survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 27! RSVP hereI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    11 min
  2. How Brands Are REALLY Using AI for Retail Media Automation

    5D AGO

    How Brands Are REALLY Using AI for Retail Media Automation

    At Xnurta’s Signal to Scale Summit this week, I heard some of the most practical conversations yet about how brands are actually using AI in retail media. Spark Foundry’s Kris McDermott summed up the mood perfectly: “We did AI. To what end? That is not a verb.”  From Boiron managing 50,000 keywords with a two-person team, to AI-powered creative testing that drove a 29% sales lift, this episode explores where agentic workflows are delivering real operational value, and where they still require strong human oversight. I also break down why advanced practitioners are moving beyond ROAS as the primary metric, what Amazon Ads is building with MCP servers and Skills, and why Xnurta's new open-source AI evaluation framework could become critical infrastructure for the future of retail media automation. The biggest takeaway: AI can accelerate performance, but only when paired with clear goals, guardrails, and teams that still understand “the gears” behind the machine. This episode is sponsored by Mirakl Ads Timeline [00:00] — “We did AI. To what end?” and the real theme of the summit  [01:18] — Boiron’s AI-powered retail media workflow managing 50,000 keywords  [02:00] — AI image scoring drives a 29% sales increase  [03:30] — Why ROAS alone is not the goal anymore  [04:15] — The “automatic vs stick shift” analogy for AI media buying  [06:04] — Xnurta launches open-source AI evaluation framework for retail media Links & Resources If you're interested in joining the Agentic Retail Media Council, Xnurta is recruiting members: sign up linkFind all the Signal to Scale 2026 speakers hereRead my related articles:No Incentive To Sound The AlarmDark Search, Broken Signals, and What Comes Next for Retail MediaWhy ROAS Refuses To DieAI in real life: how retailers and brands are leveraging AI (real numbers)EMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year! The survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 27! RSVP hereI am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    9 min
  3. How Clorox Uses Data Clean Rooms to Unlock Powerful Personalization (AI Marketing Explained)

    6D AGO

    How Clorox Uses Data Clean Rooms to Unlock Powerful Personalization (AI Marketing Explained)

    In this episode, I share snippets of a recent episode of the Flywheel Commerce Collective podcast, and take you inside how Clorox has evolved its approach to data clean rooms. In short: an experimental investment just a few years ago has now become a foundational pillar of modern marketing. What’s changed? A lot. I break down how clean rooms are no longer just a “nice-to-have” piece of tech, but essential infrastructure powering personalization in a privacy-first world. I dig into real-world examples shared by Tiffany Tan, Head of eCommerce Growth Accelerator at Clorox, including how Clorox tailors messaging based on context, behavior, and intent rather than demographics. From back-to-college campaigns, to crisis-driven demand spikes, this episode explores how brands are finally getting closer to the “why” behind consumer behavior, and what that means for the future of retail media and AI-driven marketing. This episode is sponsored by Mirakl Ads Timeline [00:00] – Clorox’s early investment in clean rooms and the 2023 CES context[00:51] – Tiffany Tan’s recent insights and how the conversation has evolved[01:00] – Publicis acquires LiveRamp for $2.2B — why this validates the space[02:00] – Clean rooms reframed as a personalization enabler, not just technology[03:30] – Brita example: tailoring messaging for back-to-college moments[05:12] – Crisis scenario: lead in water and high-intent consumer behavior[08:15] – Measuring success: why personalization is cumulative over time Links & Resources Listen to Tiffany Tan's full appearance on The Commerce Collective Podcast: How Clorox is building toward 1:1, personalized marketing in a multi-retailer worldSubscribe to The Commerce Collective Podcast on Apple PodcastsFollow Tiffany Tan, Head of eCommerce Growth Accelerator at The Clorox Company, on LinkedInFollow Emma Irwin, Brand Marketing Manager @ Flywheel & Host of The Commerce Collective Podcast, on LinkedInRead my related articles:LiveRamp's Acquisition: Three Hot Takes That Matter To Retail MediaWhoever Owns the Budget Determines What Retail Media Is Allowed to BeThe Retail Media Buffet Has Gotten A Lot Less EnticingEMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year! The survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 20! RSVP hereI am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    11 min
  4. Publicis Buys LiveRamp: What It Means for Retail Media, Data Ownership & the Future of Identity

    MAY 19

    Publicis Buys LiveRamp: What It Means for Retail Media, Data Ownership & the Future of Identity

    I’m coming to you from an airport lounge (because business travel is always glamorous, right?) with the breaking news that I couldn’t ignore: Publicis has acquired LiveRamp in a multi-billion dollar deal. And it has major implications for retail media. In this episode, I unpack the biggest reactions from across the industry and what they really mean. From the bull case calling this the smartest deal of the decade, to serious concerns about neutrality, consolidation, and whether identity infrastructure can still be trusted: there’s a lot to digest. I also dig into the retailer-specific angle: are retail media networks truly owning their data, or just renting it? And why that question just became urgent. This episode is sponsored by Mirakl Ads Timeline [00:00] – Recording from Atlanta Airport + why this acquisition grabbed my attention  [00:32] – Breaking down the $2.2–$2.5B Publicis–LiveRamp deal  [01:00] – Reflections from RampUp: the role of data collaboration and RampID  [02:10] – Top industry reactions: “smartest deal of the decade” vs. skepticism  [03:15] – The neutrality problem: consolidation of identity under holding companies  [05:00] – The retailer wake-up call: who really owns your customer data?  [06:00] – Product debate: can LiveRamp evolve, or is the model fundamentally broken?  [07:30] – What I’m watching next for retail media networks and data ownership Links & Resources My full article on The Drum: LiveRamp’s new owner raises harder questions for retail mediaRead my related articles:Five Ad Servers, Four Takeaways, and One Thread That Tied RampUp Together"We're All Holding Our Breath"The ‘Costco Velocity’ Tech Stack Is Coming Together. Here's How the Pieces Fit.In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 20! RSVP hereEMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year!Important to know that the survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. I'm sharing comedy skits about retail media on Instagram! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    9 min
  5. Dollar General’s Retail Media Power Play: The Full-Stack Strategy Unlocking Brand Dollars

    MAY 18

    Dollar General’s Retail Media Power Play: The Full-Stack Strategy Unlocking Brand Dollars

    Dollar General has been making serious waves in retail media. In this episode, I break down what’s really going on beneath the surface of their latest announcements. From AI-powered in-store audio to a fully unified on-site and off-site media buying solution, it might look like a story about better tech… but there’s a much bigger shift happening here. I dive into insights Kathryn Mazza shared on a recent episode of the Omni Talk Retail podcast that reveal the economic pressure forcing retail media networks to evolve. I also unpack why trade dollars are drying up, what it actually takes to win brand budgets, and why the sequencing of building a retail media network could make or break its future. If you want to understand where retail media is headed — and how Dollar General is positioning itself ahead of the curve — this one’s for you. This episode is sponsored by Mirakl Ads Timeline [00:00] – Dollar General’s back-to-back announcements and why they matter beyond the headlines  [01:19] – The real problem: why retail media networks are running out of trade dollars  [01:54] – The importance of full-funnel offerings to unlock brand marketing budgets  [03:23] – Why shifting to brand dollars is no longer optional — it’s survival  [04:30] – What agencies actually want (and why most RMNs fall short)  [05:45] – The overlooked power of in-store media in a changing retail landscape  [07:15] – The strategic sequencing behind building a profitable retail media network Links & Resources Watch the full Kathryn Mazza episode on Omni Talk Retail: ChatGPT Wants Your Ad Dollars, DG Goes Full Funnel & Audible Opens A Bookless BookstoreSubscribe to Omni Talk Retail hosted by Chris Walton: YouTube & Apple PodcastsFollow Kathryn Mazza, Chief Growth Officer US @ Barrows Connected Store, on LinkedInFollow Chris Walton, President & CEO @ Omni Talk, on LinkedInRead my related articles:How Can RMNs Tap Upper-Funnel Brand BudgetsThe Last Mile of America: Inside Austin Leonard's Plan For Dollar General Media NetworkManaging a Multi-Retailer RMN Stack: The Operational RealityI'm keynoting at Xnurta's Signal to Scale summit on Tuesday May 19 in Chicago. This is the room to be in if you work in retail media, care about what AI actually changes, and want to leave with something you can put to work. A full day focused on agentic AI, modern measurement, and the strategies the best teams are already building toward. Reserve your spot here.EMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year! The survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 20! RSVP hereI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    8 min
  6. The Retail Media Illusion: Why Agentic Commerce Will Disrupt E-Commerce Sooner Than You Think

    MAY 14

    The Retail Media Illusion: Why Agentic Commerce Will Disrupt E-Commerce Sooner Than You Think

    Last week, I stepped onto the stage at the Digital Shelf Summit here in Atlanta for a debate that’s been heating up across the industry: is agentic commerce an existential threat to e-commerce traffic? I took the “yes” side — boldly — and in this episode, I’m unpacking my full rebuttal to the idea that this is all just hype. I walk through where I agree with the skeptics (because yes, some of the data has been overstated), but more importantly, where I think the industry is missing the point entirely. This isn’t about transaction share: it’s about where decisions are being made. If AI shifts the moment of product discovery and comparison upstream, what happens to the retail media model as we know it? Let’s dig into the real implications before we all get too comfortable. This episode is sponsored by Mirakl Ads Timeline [00:00] – Setting the stage: My debate at Digital Shelf Summit and why this topic matters now[01:25] – Breaking down the “agentic commerce is a hallucination” argument[03:15] – The critical flaw: Measuring transactions instead of decision-making moments[04:30] – Why retail media depends on consumer behavior that may be disappearing[06:30] – New data reveals a shift toward direct-to-product-page shopping[08:00] – The hidden trade-off: Higher conversion, fewer ad impressions[10:30] – My final takeaway: The real hallucination isn’t disruption, it’s thinking nothing will change Links & Resources Andrew Lipsman's guest post on The AI Ad Economy: An Agentic Commerce Reality CheckSubscribe to Debra Aho Williamson's newsletter The AI Ad EconomySubscribe to Andrew Lipsman's newsletter Media, Ads + CommerceCriteo's 2026 COMMERCE & AI TREND REPORTAdobe's Quarterly AI Traffic Report (April 2026)Read my related articles:No Incentive To Sound The AlarmDark Search, Broken Signals, and What Comes Next for Retail MediaThe 3 Ways Agentic Commerce Could Destroy Retail MediaAgentic Shopping Poses An Existential Threat To Retail Media (Part 2)OpenAI is killing Instant Checkout. Don't dance on the grave of agentic shopping yet (The Drum)Loyalty data is becoming retail media’s strongest defense (The Drum)Retailers, here’s how your media network can still thrive in an AI-shopping era (The Drum)I'm keynoting at Xnurta's Signal to Scale summit on May 19 in Chicago. This is the room to be in if you work in retail media, care about what AI actually changes, and want to leave with something you can put to work. A full day focused on agentic AI, modern measurement, and the strategies the best teams are already building toward. Reserve your spot here.EMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year! The survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 20! RSVP hereI am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    11 min
  7. Predictive Commerce: Why Life-Stage Data Could Replace Retail Media’s Obsession with Transactions

    MAY 13

    Predictive Commerce: Why Life-Stage Data Could Replace Retail Media’s Obsession with Transactions

    Most retail media networks are built to look backward. But what if the real opportunity is predicting what customers will do next? In this episode, a reprise of my recent article for The Drum, I dig into a fascinating new model that challenges the industry’s reliance on transaction data and closed-loop attribution. I’m unpacking my recent conversation with Marco Steinsieck, former head of Sephora’s media network and now GM of Backpack Media, an education-powered commerce media network built on Sallie’s ecosystem. I also play a snippet of Marco's recent appearance on The Middlemen podcast to explore how life-stage signals — like planning for college or making first financial decisions — might be a far more powerful indicator of future purchases than anything sitting in a transaction log. This one raises big questions about where commerce media is headed and whether the current playbook is already outdated. This episode is sponsored by Mirakl Ads Timeline [00:00] – Why most commerce media networks are stuck selling the past  [00:30] – Marco Steinsieck's big idea: predicting future purchases, not past behavior  [01:04] – Life-stage data vs. transaction data: why one is a leading indicator  [02:00] – Inside Backpack Media and how education data powers predictive modeling  [03:15] – Lessons from Sephora: building a high-performing media network without massive scale  [04:00] – The privacy-first challenge of building media inside a financial institution  [07:30] – Is this really “commerce media”? Rethinking the definition of the category  [09:00] – Why predictive commerce is still unproven, and what needs to happen next Links & Resources Marco Steinsieck profile on The Drum: Meet the former Sephora exec betting commerce media can predict the futureMarco Steinsieck's full appearance on The Middlemen podcast: Beyond Transactions — Marco Steinsieck (Backpack Media)Subscribe to The Middlemen on YouTube and Apple PodcastsFollow Marco Steinsieck on LinkedInRead my related articles:Best Buy Wants To Become An Ad Platform, Not Just Another RMNSam's Club Cracked the Code on In-Store Retail Media—Here's How They Did ItRetailers Hit 99% Ad Coverage Without Killing User Experience, New Research ShowsI'm keynoting at Xnurta's Signal to Scale summit on May 19 in Chicago. This is the room to be in if you work in retail media, care about what AI actually changes, and want to leave with something you can put to work. A full day focused on agentic AI, modern measurement, and the strategies the best teams are already building toward. Reserve your spot here.EMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year! The survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 20! RSVP hereI am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    10 min
  8. AI Is Quietly Breaking Retail Media — And No One Wants to Admit It

    MAY 12

    AI Is Quietly Breaking Retail Media — And No One Wants to Admit It

    Today I unpack a contrarian take that’s been sitting with me since my conversation with James Deaker on The Yield Doctor: what if the biggest threat to retail media is already here, but no one has the incentive to talk about it? I replay snippets from my convo with James, and dig into how AI-enabled commerce is reshaping the shopper journey long before customers ever land on a retailer’s site, and why that creates a structural risk for the entire retail media model. I also explore the uncomfortable truth about leadership incentives: why retail media executives may be disincentivized from sounding the alarm, even as behavioral data signals start to disappear and ad surfaces lose relevance. This isn’t about the death of retail media, but it is about a major reset. The question is: who’s actually preparing for it? This episode is sponsored by Mirakl Ads Timeline [00:00] - My opening take: why retail media leaders aren’t incentivized to sound the alarm on AI[00:50] - James Deaker on why retail media must prioritize advertiser relationships[01:26] - The fragility of endemic advertiser demand and why it matters[01:52] - The hidden assumption: shoppers still arrive with unformed intent[02:31] - The shift to AI-driven discovery before retailer interaction[02:45] - My contrarian answer: AI-enabled commerce as an underappreciated threat[03:27] - Real-world behavior change: using AI tools instead of retailer search[04:10] - Declining behavioral signals and shrinking ad surface engagement[05:07] - Why this signals a reset — not the end — of retail media Links & Resources Watch the full replay of my appearance on The Yield Doctor: Maximum Yield: Kiri Masters on Growing Your Retail Media Bottom LineSubscribe to The Yield Doctor with James Deaker on YouTubeFollow James Deaker on LinkedInRead my related articles:'The Biggest Change in My Lifetime' — Marketecture CSO on AI ShoppingAI Is Claiming Browsing Behavior. Commerce Media Must Compete On Its Data AdvantageWhy AI Search Advertising Could Reach $25 Billion By 2029I'm keynoting at Xnurta's Signal to Scale summit on May 19 in Chicago. This is the room to be in if you work in retail media, care about what AI actually changes, and want to leave with something you can put to work. A full day focused on agentic AI, modern measurement, and the strategies the best teams are already building toward. Reserve your spot here.In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 20! RSVP hereEMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year!Important to know that the survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. I'm sharing comedy skits about retail media on Instagram! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    10 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
    263
  • Rating
    Clean
  • Copyright
    © 2026 Kiri Masters
  • Show Website
    Retail Media Breakfast Club

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