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Retail Media Breakfast Club: Daily Summaries Delivered
by Kiri Masters
10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.
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- Today15 min
Creator-Led Retail Media Explained: The Truth About Influencer Marketing, Retail Media Networks & Shopper Data
Creators and retail media are two of the hottest topics in commerce media right now, and everywhere I turn, I hear that they're converging into a massive opportunity. But the more I listened, the more questions I had. Where does creator-led retail media actually begin and end? Who pays for it? Who measures it? And perhaps most importantly: is this really something new, or is it simply another form of advertising wrapped in fresh packaging?In this episode, I unpack the growing intersection between creators and retail media networks. Drawing on insights from a recent Inmar Retail Media Confessions Series episode, I explore why the real differentiator isn't the creator content itself: it's the retailer's data, targeting capabilities, and measurement infrastructure. Along the way, I separate influencer marketing from retail media, examine how brands are funding creator-led campaigns today, and share where I currently land on one of the industry's most debated topics.This episode is sponsored by Mirakl AdsTimeline[01:03] - Why creators and retail media have become one of the industry's most talked-about opportunities[02:00] - The powerful combination of creator storytelling and retailer first-party shopper data[03:15] - Applying the IAB definition to separate influencer marketing, social commerce, affiliate marketing, and true retail media[04:15] - Amazon Live as a real-world example of where the lines between affiliate marketing and retail media begin to blur[06:15] - How brands like Rust-Oleum are using creator content inside retail media networks and retailer-owned channels[09:30] - The evolving financial models behind creator-led retail media and how agencies and retailers are structuring programs[12:31] - The biggest misconception about creator-led retail media—and why data and measurement matter more than the creative format itselfLinks & ResourcesWatch the full Inmar episode: 2026 Inmar Retail Media Confessions Series - Episode 4Meet the Mirakl team at Cannes Lions, June 22–26, for curated conversations, exclusive events, and 1:1 strategy sessions built for where the industry is headed. Commerce-first media starts in Cannes. Register here!Read my related articles:Is retail media part of search, or is search part of retail media?How Can RMNs Tap Upper-Funnel Brand BudgetsWhy Creator Brands Are Flocking To WalmartIn Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! 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
- Yesterday12 min
Retail Media Flywheel Explained: How Marketplaces Become Ad Revenue Engines (Lowe’s Case Study + Future of Commerce)
In this episode, I reflect on a panel I joined at Mirakl’s Annual Outpace Summit in New York, where a World Cup analogy sparked a bigger realization about what it really takes for marketplaces to win. It’s not enough to “qualify” by launching a marketplace: you only start unlocking real enterprise value when you understand how to monetize the audience you’ve built.I break down why marketplaces and retail media networks aren’t separate strategies, but a single flywheel. From Lowe’s marketplace evolution to the rise of seller-funded advertising demand, I explore how assortment drives traffic, advertising monetizes attention, and reinvestment fuels the next wave of growth. I also dig into the risks, from marketplace hesitation to AI-driven disruption, and what retailers must do to stay ahead of what’s coming next.This episode is sponsored by Mirakl AdsTimeline[00:00] I open with a World Cup analogy from Mirakl’s summit and correct my own flawed sports metaphor about marketplaces vs. winning![01:41] I explain why marketplaces and retail media networks are actually one flywheel, not separate businesses[03:17] Key insights from the Mirakl panel featuring Mirakl, Lowe's, and Stanley Black & Decker on marketplace scale and strategy[05:31] Why sellers are actively requesting ads, and how that demand completes the marketplace advertising loop[07:23] How even high-awareness brands like Black & Decker use retail media to drive product discovery, not just awareness[10:23] A Forrester study reveals how top retail media networks outperform by tapping mid & long-tail advertisers[11:15] I explore the future disruption risk from AI shopping agents and why retailers must rethink ad formats and discoveryLinks & ResourcesMeet the Mirakl team at Cannes Lions, June 22–26, for curated conversations, exclusive events, and 1:1 strategy sessions built for where the industry is headed. Commerce-first media starts in Cannes. Register here!Read my related articles:The Retail Media Doom Loop7 Ways to Break the Retail Media Doom LoopBeyond banner ads: how retailers are monetizing the moments that actually matter (The Drum)In Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! RSVP hereCatch me at Cannes 2026, check out all my Events 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
- 5 days ago12 min
The Retail Media Reckoning: 6 Survival Strategies for Commerce Media Networks Before It’s Too Late
Recent;u, I made the case that retail media is far more than a tax on brands or a rounding error disguised as a marketing channel. I still firmly believe that. But believing in the opportunity doesn't mean believing every retail media network will succeed.In this episode, I unpack a sobering reality facing the industry: while retail media continues to grow, the vast majority of that growth is flowing to a handful of dominant players. Drawing on a recent IAB white paper, I break down the six strategic paths available to commerce media networks, and explain why chasing scale may be the wrong goal for many retailers. From merchant-aligned media and experience-led commerce to coalition models and infrastructure plays, I explore the tough choices retail media leaders need to make before the market makes those choices for them.This episode is sponsored by Mirakl AdsTimeline[00:00] Why I can defend retail media's future while still believing many retail media networks won't survive.[01:07] The growth math behind retail media, plus why Amazon and Walmart continue to capture most of the upside.[02:45] The IAB's warning to commerce media networks and the coming industry reckoning.[04:18] Path 1 and Path 2: Building a full-scale media platform versus running a lean, profitable media business.[06:15] Path 3: How merchant-aligned media is changing the conversation, with lessons from The Home Depot.[09:21] Path 4: Experience-led media and why creating memorable shopper experiences may be a competitive advantage.[10:15] Paths 5 and 6: Infrastructure providers, retail media coalitions, and why collaboration remains difficult in practice.Links & ResourcesRead the IAB white paper: Building a More Competitive Commerce Media EcosystemRead my related articles:How retail media could become 'mid'Is Retail Media Actually Kinda 'Mid'? PART 2Dark Search, Broken Signals, and What Comes Next for Retail MediaIn Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! RSVP hereCatch me at these EventsI am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn
- 6 days ago12 min
The Silo Demon: Why Retail Media Networks Are Becoming the Most Powerful Team in Retail (Demons Series Part 2 of 3)
Today we continue our series on the biggest threats facing retail media by tackling what I call the “Silo Demon.” Joined by Anne Hallock, VP Americas at Mirakl Ads, we explore why one of the greatest challenges facing retail media networks today isn’t external disruption: it’s organizational structure.Anne and I discuss how retail media teams have evolved far beyond ad sales, often becoming the most technologically advanced and data-driven part of a retailer’s business. We unpack why retail media leaders are increasingly being asked to take on broader responsibilities across marketing, technology, customer data, and organizational transformation. We also explore what it takes to break down legacy silos, modernize operations, and unlock the next phase of growth for retail media networks.This episode is sponsored by Mirakl AdsTimeline[00:00] – Introducing the “Silo Demon” and why internal challenges may be retail media’s biggest threat. [01:15] – How retail media evolved from a bolt-on ad sales function into a core technology engine for retailers. [02:17] – Key insights from Possible Miami and the growing convergence of marketing technology and advertising technology (“Mad Tech”). [03:25] – Why retail media organizations often have more modern tech stacks than marketing departments. [05:05] – The hidden complexity of customer data, acquisitions, and legacy technology inside large retail organizations. [07:30] – Why leaders with cross-functional experience are being asked to take on larger roles across the business. [08:45] – Anne’s playbook for breaking out of the ad sales silo, and reigniting retail media growth through interoperability and smarter technology partnerships. [11:15] – Previewing our upcoming Cannes Breakfast Club event and next week’s discussion on the “Shortcut Demon.”Links & ResourcesRetail Media Breakfast Club & Mirakl Ads Live in Cannes @ Hotel Martinez on Thursday, June 25 from 9:00AM – 11:00 AM. Join retail media leaders across EMEA and AMER for this invite-only event co-hosted by Kiri Masters and Mirakl Ads. A guided, authentic breakfast conversation on the next phase of retail media — what's working, what's shifting, and the decisions being made right now that will shape the industry's future. Register here!Part 1 of the Demons series: The Demons Inside Retail Media, Part 1: GROWTHFollow Anne Hallock, VP Americas at Mirakl Ads, on LinkedInRead my related articles:Retail Media: Same Job Description, Different InvoiceDid we overcook in-store retail media measurement?Should You Measure Retail Media Like National Media?In Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! 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
- 1 weeks ago9 min
Retail Media’s Biggest Identity Crisis: Why Brands Are Asking the Wrong Question
For years, we've debated where retail media belongs. Is it part of search? Is search part of retail media? In this episode, I revisit a question I posed 18 months ago after a thought-provoking essay from Hershey's Vinny Rinaldi helped clarify what I was missing.I explore why retail media continues to be funded, measured, and evaluated differently from other media channels, and why that may have less to do with capabilities, and more to do with organizational structures and inherited expectations. I unpack the growing conversation around demand creation versus demand capture, the role of budget ownership, and why brands may need to rethink not just how they measure retail media, but what they expect it to accomplish in the first place.This episode is sponsored by Mirakl AdsTimeline[00:00] - Why "awareness and sales" is often a vague marketing brief that creates more confusion than clarity[01:16] - Revisiting the debate: Is retail media part of search, or is search part of retail media?[02:31] - Why retail media may be better understood as a way of buying media rather than a standalone channel[03:11] - Vinny Rinaldi's insight: retail media inherited the job description of the budgets it came from[04:15] - What brands like Hershey and Supergoop are teaching us about integrating commerce media into broader marketing objectives[07:24] - The measurement debate: Can retail media networks prove brand impact, or should brands bring their own measurement frameworks?Links & ResourcesThe Agentic AI Revolution is here. The competitive edge belongs to those who move faster than disruption itself. Join Mirakl Ads and myself for Outpace in New York City on June 10, 2026. Strategies, insights, and connections built for the era of agentic commerce. Save your spot.Read Vinny Rinaldi's essay: Demand Creation and Demand Capture Aren't Two Budgets. They're One System.Follow Vinny Rinaldi, VP, Consumer Connections at Hershey, on LinkedInRead my related articles:Is retail media part of search, or is search part of retail media?Whoever Owns the Budget Determines What Retail Media Is Allowed to BeHow Can RMNs Tap Upper-Funnel Brand BudgetsIn Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! 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
- 1 weeks ago9 min
AI Shopping Is Rewriting Consumer Behavior: The Hidden Signals Brands Can't Afford to Ignore
Last week, I facilitated a closed-door workshop with brand leaders, retailers, agencies, and technology partners at the P2PI Retail Media Summit in Chicago. While much of the conversation centered on AI's impact on retail media and shopping behavior, what surprised me most wasn't panic: it was curiosity. Despite all the headlines about disruption, most brands aren't seeing dramatic changes in ad performance or sales outcomes just yet.What is changing, however, is where shopping journeys begin. In this episode, I unpack the emerging signals brands are seeing as consumers increasingly turn to AI assistants, communities, and social commerce platforms for product discovery. I explore the rise of "dark search," why traditional attribution models are becoming less reliable, the new metrics brands are experimenting with, and which retail media channels may be best positioned to withstand the AI-driven shift in shopper behavior.This episode is sponsored by Mirakl AdsTimeline[00:00] Highlights from a closed-door workshop at the P2PI Retail Media Summit in Chicago[02:03] What brands say is holding steady: ad conversions and sponsored product performance remain resilient[03:00] The biggest shift brands are seeing: shopping journeys are increasingly starting outside traditional search[03:45] Why Reddit, Pinterest, Wikipedia, TikTok Shop, and AI assistants are becoming key discovery channels[05:50] Understanding "dark search" and why AI-driven influence is often invisible in analytics platforms[07:33] New measurement frameworks emerge, including "share of agent recommendations" and agent readiness[08:21] Which retail media channels may be most defensible against AI disruption, and why influencers could have a lasting advantageLinks & ResourcesThe Agentic AI Revolution is here. The competitive edge belongs to those who move faster than disruption itself. Join Mirakl Ads and myself at Outpace in New York City on June 10, 2026 for strategies, insights, and connections built for the era of agentic commerce. Save your spot.Read my related articles:'Dark Search' Makes AI-Facilitated Commerce Look Smaller Than It Really IsWhy Agentic Shopping Poses an Existential Threat to Retail Media 5 Markers Of A Lasting ShiftIn Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! 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
- 1 weeks ago9 min
Retail Media Is Mid? The Brutal Truth About Amazon, Walmart & the Future of Retail Media
At Advertising Week New York, I had a surprising encounter that perfectly captured a growing sentiment in the advertising industry: that retail media is nothing more than a tax on brands. It’s a criticism I’ve heard more than once, and one that raises some important questions about where the industry stands today.In this episode, I unpack the strongest arguments both for and against retail media’s future. Drawing on insights from leading industry voices, I explore whether retail media’s reputation problem is justified, why Amazon’s dominance continues to shape perceptions, and what could happen if retailers fail to evolve beyond the same old playbook. Is retail media truly becoming 'mid,' or are we underestimating one of the most important transformations in modern advertising?This episode is sponsored by Mirakl AdsTimeline[00:00] My unexpected encounter at Advertising Week and the claim that retail media is “the scourge of the advertising world.”[01:15] Why some industry leaders believe Amazon is the only real winner in retail media, and what they're missing.[02:15] The bigger concern: retail media’s growing perception problem among both consumers and industry professionals.[03:36] Andrew Lipsman explains why non-Amazon and non-search retail media are already massive businesses with significant growth ahead.[05:54] Anne Hallock compares retail media’s current stage to the early days of programmatic advertising and explains why “clunky” doesn’t mean insignificant.[07:30] Anna Laura Zane discusses why retailer data, not sponsored product ads, is becoming the industry's most valuable asset.[08:30] The real risk facing retail media: retailers copying the same playbook without making meaningful investments in growth and innovation.Links & ResourcesThe Agentic AI Revolution is here. The competitive edge belongs to those who move faster than disruption itself. Join Mirakl Ads and myself in New York City for Outpace on June 10, 2026. Strategies, insights, and connections built for the era of agentic commerce. Save your spot.Subscribe to Andrew Lipsman's newsletter Media, Ads + CommerceFollow Anne Hallock, VP Americas at Mirakl Ads, on LinkedInFollow Ana Laura Zain, Chief Marketing Officer at MetaRouter, on LinkedInRead my related articles:Is Retail Media Actually Kinda 'Mid'?Is Retail Media Actually Kinda 'Mid'? PART 2Dark Search, Broken Signals, and What Comes Next for Retail MediaIn Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! 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
- 1 weeks ago13 min
The Growth Demon Inside Retail Media: Why Profitability Will Define the Next Era (Demons Series Part 1 of 3)
Retail media has spent years chasing top-line revenue growth, but what happens when growth alone is no longer enough? In this episode, I’m joined by Anne Hallock, VP Americas at Mirakl Ads, to kick off our three-part series, The Demons Inside Retail Media. Together, we unpack the first and perhaps most pressing challenge facing the industry today: the growth demon.We explore why retailers are beginning to scrutinize retail media profitability, how internal pressures are reshaping expectations for retail media networks, and why driving the broader retail business — not just ad revenue — has become the new benchmark for success. From Costco’s member-first approach, to Home Depot’s self-serve scaling strategy, this conversation reveals the realities that retail media leaders can no longer afford to ignore.This episode is sponsored by Mirakl AdsTimeline[00:00] Introducing The Demons Inside Retail Media series and the industry's biggest internal challenges.[02:00] Why top-line revenue growth can become a trap, and why profitability is emerging as the new scorecard.[03:25] Anne explains why profitability pressure is coming from inside the retailer, not from retail media teams themselves.[05:15] How consulting firms, budget shifts, and internal politics are changing retail media accountability.[06:45] Lessons from Costco: why retail media must strengthen the retailer’s core business flywheel.[09:45] The role of technology, automation, and self-serve platforms in building profitable retail media networks.[11:15] What Home Depot’s latest retail media investments reveal about the next phase of industry growth.Links & ResourcesThe Agentic AI Revolution is here. The competitive edge belongs to those who move faster than disruption itself. Join Mirakl Ads and myself in New York City for Outpace on June 10, 2026. Strategies, insights, and connections built for the era of agentic commerce. Save your spot.Follow Anne Hallock, VP Americas at Mirakl Ads, on LinkedInRead my related articles:Growth Beyond Amazon: Retail Media's Broader OpportunitiesLong-Tail Advertisers Are A Quiet Growth Engine For Top Performing RMNs'Brand Media Lowers the Tax You Pay on Growth,' says Gildan's Jason O'TooleIn Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! 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
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