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 solutionThis episode is sponsored by GrowthLoopTimeline00:00 – 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 & ResourcesA 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