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. 23h ago

    Retail Media Is a Creative Wasteland. So What.

    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 media creative, shopper mindset, measurement, and the tension between brand building and bottom-of-funnel performance. I also look at where I think retail media has an opportunity to go further, particularly when it comes to video, premium formats, and reaching shoppers who aren't already in market.  Is retail media really a creative wasteland? Or have we simply been optimizing for what the channel can measure? This episode is sponsored by GrowthLoop Timeline [00:00] - Why the “creative wasteland” framing initially got my hackles up [01:11] - Why retail media attracts a more data-driven, performance-focused mindset [02:06] - Why retail media ads are 47% less likely to be remembered, and how shopper mindset explains it [03:07] - How measurement shapes creative choices and keeps retail media focused on the bottom of the funnel [04:22] - Why video outperforms display across key brand metrics [06:18] - The surprising impact of creative quality on undecided and out-of-market shoppers [07:17] - Why retail media shouldn't simply copy the “best practices” of traditional media Links & Resources Ipsos' new retail media research: Creativity over ClicksSubscribe to Andrew Lipsman's newsletter Media, Ads + CommerceRead my related articles:Why Do Brand Marketers Love To Hate On Retail Media?The ‘How Brands Grow’ Dogma Wants To Have A Word With Retail MediaChallenger Brands: Being Heavy On Sponsored Products Is a Feature, Not a BugI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    Retail Media Is a Creative Wasteland. So What.

  2. 4d ago

    Trip Report: Retail & Commerce Media Activations in Poland

    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 the ground: the emergence of parcel lockers as an out-of-home media network, what I observed about connected TV and retail destinations, Żabka's rapidly expanding in-store digital network, and Rossmann's huge footprint of digital screens. I also dig into how differences in privacy regulation between Europe and the US can shape the media opportunities available to retailers and advertisers. This episode is sponsored by GrowthLoop Timeline [01:24] - Discovering Poland's extraordinary network of 73,000 parcel lockers [03:00] - How parcel lockers accidentally became a new out-of-home advertising surface [04:09] - Seeing P&G CTV ads with Polish retail destinations like Allegro and Media Expert [06:01] - How GDPR and US privacy regulations create different retail media dynamics [08:01] - Why Żabka has more than 13,000 stores — and what I noticed about its growing in-store media network [10:00] - Exploring Żabka's digital screens and the early stages of its third-party advertising business [11:26] - Rossmann's 6,000 screens and its move toward programmatic in-store media Links & Resources Read the blog version of this piece for photos of the retail media activations I saw in PolandRead my related articles:Trip Report: Retail & Commerce Media Activations in AustraliaThe UK Takes A Run At Retail Media AggregationIn-Store Retail Media Evolved Differently in Europe. Here's Why.Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series talking shop: latest episodeI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    Trip Report: Retail & Commerce Media Activations in Poland

  3. 5d ago

    Are RMNs Finally Getting The Hang of This Collaboration Thing?

    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 campaigns. In this episode, I’m breaking down what each company gets out of these deals, why Best Buy’s audience data could be particularly valuable for connected TV advertising, and how Gopuff’s move to Instacart’s Carrot Ads platform could open up a much larger advertiser base. I’m also looking at what these partnerships mean for media buyers, the ongoing question of whether retail media tech providers can work with competitors, and what it takes to move from simply sharing the same space to genuinely collaborating. This episode is sponsored by GrowthLoop Timeline [00:23] — Why I’m comparing retail media networks to toddlers learning the difference between parallel play and collaboration. [02:02] — Best Buy and Amazon expand their Fire TV partnership, giving Best Buy the ability to sell ad placements across Insignia TVs. [05:05] — How Best Buy’s purchase and Geek Squad data could bring more meaningful audience targeting to connected TV advertising. [09:23] — Instacart and Gopuff team up, combining Gopuff’s rapid delivery network with Instacart’s marketplace and Carrot Ads technology. [11:14] — Why the difference between a weekly grocery stock-up and a quick snack run matters for retail media advertisers. [13:00] — Gopuff’s move to Carrot Ads, access to 9,000 advertisers, and the challenge of scaling an advertising business. [15:07] — What these deals reveal about the future of retail media collaboration, and why the real test may come at renewal time. Links & Resources Gopuff joins the Instacart MarketplaceGoPuff commerce media leader Michael Peroutka explains the deal on LinkedInRead my related articles:How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1)Meet The First Retail Media Federations & ConsortiumsWhat It Actually Takes to Build a Retail Media FederationCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    Are RMNs Finally Getting The Hang of This Collaboration Thing?

  4. 6d ago

    Shoppers Think That AI's Answers Are For Sale

    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 article for The Drum, I dig into what shoppers actually think about advertising in AI, why sponsored placements aren’t a shortcut to building brand trust, and where consumers go to validate AI-recommended products. I also explore what brands can do right now to make sure their reviews, user-generated content, and product information are accessible to both shoppers and AI crawlers. Because AI might open the door to a brand, but that doesn't mean it earns the customer's trust. This episode is sponsored by GrowthLoop Timeline [00:00] – Why consumers tolerate traditional advertising but feel differently about ads inside AI assistants. [01:03] – New Bazaarvoice research reveals that 54% of consumers believe advertising in AI could influence its recommendations. [02:19] – The difference between earning an organic AI recommendation and buying a sponsored placement. [05:00] – Why AI advertising is still an immature channel, and what that means for brand budgets and campaign measurement. [06:01] – Where shoppers actually go to validate AI recommendations, from customer reviews to brand websites and retailer sites. [08:40] – How brands can build trust with reviews, user-generated content, and accessible product information. [10:25] – The evolution of who vouches for brands, and why AI assistants can’t be the only source of trust. Links & Resources This is a recap of an article was originally published to my column at The Drum on September 15  2026 as 'Ads in AI can’t vouch for your brand yet. Here’s what can'. It is reproduced here with permission.Here's the link to download the full Bazaarvoice consumer study that I co-authored: What Is a Brand Worth When AI Does the Shopping?Learn about Bazaarvoice, a platform that collects, syndicates, and optimizes UGC across retailers, all in one place.Check out WPP: Who owns the learning? by Ad industry veteran John Ebbert, who founded AdExchanger and now writes the tipsheet.ai newsletter.Read my related articles:Maybe Ads in AI Don't Have To Suck?I Really, Really Hoped That Ads in AI Wouldn't Suck. Now We Find Out.AI Makes Shopping Easier. But Shoppers Still Check The Receipts.Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    Shoppers Think That AI's Answers Are For Sale

  5. Sep 21

    44% of US RMNs Are Led By Women

    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 retailers, and I'm sharing what I found, along with a few theories about why retail media might be getting something right. From the role of relationships and women's leadership networks, to the influence of marketing functions, I'm exploring what might be behind these numbers. I don't have a definitive conclusion just yet, but I'd love to hear what you think we're doing well as an industry, and what we should do with this information. This episode is sponsored by GrowthLoop Timeline [00:51] – The surprising discovery: 44% of US retail media networks are led by women. [01:46] – How I built my database using the NRF's 2026 Top 100 US retailers. [03:14] – Why retail media might be a more welcoming segment of the media industry. [03:44] – How women's leadership networks and meaningful relationships can help women reach the top. [05:39] – Could retail media's roots in marketing help explain the numbers? [06:07] – Why I ruled out the glass cliff theory as an explanation. [06:35] – What these findings mean for the industry, and why I want to hear your thoughts. Links & Resources Link to RMN Leaders Database for Retail Media Breakfast Club subscribers: Who runs US retail media? The RMN leaders databaseWomen in the Workplace 2025 McKinsey researchWomen In Commerce Media CollectiveFollow Ana Laura Zain, Co-Founder of Women In Commerce Media Collective, on LinkedInSubscribe to Andrew Lipsman's newsletter Media, Ads + CommerceRead my related articles:FTC v Amazon: Nothing ChangesThe Other Side of the Story: Why Retailers Struggle with Media Measurement & StandardizationWhy Do Brand Marketers Love To Hate On Retail Media?I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    44% of US RMNs Are Led By Women

  6. Sep 17

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

    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 scaled walled gardens to specialist players and low-cost reach extensions. I also explore why some networks get stuck in the squeezed middle, how technology decisions can create organizational headaches, and why retailers need to think about their proposition before rushing to launch a product. If you're building a retail media network, evaluating ad tech, or trying to understand what advertisers actually want, this episode is about taking a step back and asking the right questions before investing in the next big technology solution This episode is sponsored by GrowthLoop Timeline 00:00 – Revisiting the different eras of retail media technology and why technology alone doesn't explain the market. 01:39 – Rocks, pebbles, and sand: Dean Harris's framework for understanding the different end states of retail media networks. 03:15 – The squeezed middle: why networks without scale or differentiation struggle to attract agency attention and repeat investment. 04:16 – Tech composability versus the all-in-one solution: understanding which strategies are realistic for different retail media networks. 06:49 – Why Ace Hardware's Redvest Media puts its proposition first, and why retailers need different technology strategies. 08:13 – The organizational cost of retail media technology: why pre-integrated solutions can't solve internal inertia and infrastructure challenges. 10:00 – What media buyers actually want, and why retailers need to acknowledge their place in the media plan. Links & Resources A version of this piece originally appeared in my column at The DrumI've split it into two parts for RMBC. This episode is part two of two. You can listen to or read part one.Co-op Media Network — the UK's first convenience retail media networkCo-op's network is run by Threefold, whose parent SMG launched a retail media exchange of its own this year.Follow Dean Harris, Head of Co-op Media Network, on LinkedInRead my related articles:Retail media's four eras (Part 1 of 2)The UK Takes A Run At Retail Media AggregationThe Retail Media Doom LoopAce Hardware's RedVest Media: Notes From My Interview With Molly HjelmCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series talking shop: latest episodeI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

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

  7. Sep 16

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

    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 at the same time, and I dig into what led up to this moment.  Tomorrow, in part two, I’ll look at another framework for thinking about retail media technology investment and what all of this means for the brands actually buying retail media. This episode is sponsored by GrowthLoop Timeline 00:00 — Why legacy ad servers are still holding retail media networks back02:35 — The four eras of retail media technology03:25 — How economic cycles influence build vs. buy decisions04:22 — The rise of cloud and composable retail media technology04:51 — Why AI is changing the requirements for retailer data07:18 — Why the four “eras” are actually happening simultaneously08:40 — The budget clock vs. the career clock in retail media Links & Resources A version of this piece originally appeared in my column at The Drum last week. I've split it into two parts for RMBC; this is part one of two.On 20 August 2026, current RMBC sponsor GrowthLoop launched an end-to-end commerce media network solution that's pre-integrated with The Trade Desk, Moloco, Snowflake, BigQuery, Databricks and identity provider Audience Acuity.Read my related articles:Costco Is The First US RMN To Reveal Its Entire Tech StackAce Hardware's RedVest Media: Notes From My Interview With Molly HjelmHow an RMN's tech stack impacts your advertising resultsCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

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

  8. Sep 15

    What It Now Takes For a Shopper To Switch Brands, Using AI

    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 price sensitivity, brand familiarity, consumer trust, product reviews, category risk, private label, and what happens when AI puts incumbent and challenger brands side by side. The findings suggest that AI shopping may be less of a race to the bottom than brands fear — but it does raise the bar for proving that a premium is actually worth paying. This episode is sponsored by GrowthLoop Timeline [01:41] - How much of a discount does it really take to make shoppers switch to a dupe? [02:30] - Why shoppers aren’t automatically choosing the cheapest option when AI presents them with multiple products [04:15] - The surprising strength of brand familiarity when AI makes the recommendation [06:15] - Why category risk changes how willing shoppers are to try an unfamiliar brand [07:30] - The role of reviews, photos, and video in making an unfamiliar AI-recommended brand credible [08:31] - What private label can teach challenger brands about competing against established national brands [09:11] - Why brands and retailers need to make their proof points findable by both shoppers and AI models Links & Resources Here's the link to download the full Bazaarvoice consumer study that I co-authored: What Is a Brand Worth When AI Does the Shopping?Learn about Bazaarvoice, a platform that collects, syndicates, and optimizes UGC across retailers, all in one place.Read my related articles:AI Makes Shopping Easier. But Shoppers Still Check The Receipts.AI-Enabled Shopping Hits 74% AdoptionAI Agents & The Evolving Path to Purchase: How Brands Must AdaptCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

    What It Now Takes For a Shopper To Switch Brands, Using AI
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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
    315
  • Rating
    Clean
  • Copyright
    © 2026 Kiri Masters
  • Show Website
    Retail Media Breakfast Club

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