In this episode, I dive into one of the biggest questions facing retail media leaders today: how can retailers and brands adapt as AI-driven shopping agents and zero-click discovery start reshaping how consumers buy? With sponsored search revenue under pressure and growth slowing across the industry, it’s time to look at creative alternatives to the traditional onsite, offsite, and in-store ad models.

I spotlight three fascinating companies that are doing just that: Rokt, Swish, and Nift. Each of them is monetizing overlooked customer moments in fresh, high-impact ways, from post-purchase offers to AI-driven gifting experiences. These companies are turning everyday customer touchpoints into new opportunities for engagement, brand discovery, and long-term loyalty — proof that innovation still thrives even as the industry shifts beneath our feet.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Retail media’s new threat: how AI shopping agents and zero-click search are changing ad revenue dynamics.
[02:16] – Why 200+ retail media networks are all fighting for just 16% of ad dollars, and why differentiation is key.
[02:45] – Company #1: Rokt – Turning post-purchase moments into premium ad inventory.
[05:00] – Company #2: Swish – Treating the product itself as media through full-size sample placements in online grocery orders.
[06:45] – Company #3: Nift – “Gifting as acquisition” by using AI to match consumers with brand gifts after key customer actions.
[07:54] – Why these innovations could be more “AI-proof” than traditional retail media strategies.
[08:45] – My closing thoughts on the importance of thinking beyond ad slots to build meaningful brand-retailer partnerships.

Links & Resources

• My original article, Beyond Banner Ads: How Retailers Are Monetizing the Moments That Actually Matter was published in The Drum on October 21. Read the full piece for deeper analysis on why these approaches work now and what it means for mid-tier networks trying to escape the doom loop.
• Read the new research from eMarketer and Bain
• Learn more about Rokt
• Learn more about Swish
• Learn more about Nift
• Read my article The Secret Hopes & Dreams of RMN Leaders
• Read my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Read my article 2 Ways Retailers Can Compete In An AI-Enabled Shopping Future
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

How many times have you not hit publish, not applied, or not shared your achievements because of fear of what others might think? In this episode, I’m diving into the concept of Tall Poppy Syndrome - a cultural tendency to cut down those who stand out - and how it feeds into FOPO, the fear of other people’s opinions.

After being named one of the National Retail Federation’s 2026 Top Retail Voices, I found myself wrestling with the same insecurities so many of us face: “Will people think I’m full of myself if I share this?” This episode is a candid, honest look at why it’s so hard to own our success, and why we need to do it anyway. Whether it’s hitting publish on your next blog post, launching your podcast, or applying for that award, I’m here to remind you: apply for the damn award!

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Reflecting on imposter syndrome after being named a National Retail Federation 2026 Top Retail Voice.

[01:00] – Introducing Tall Poppy Syndrome and how it affects ambitious professionals.

[02:15] – Understanding FOPO: the fear of other people’s opinions.

[03:05] – Why applying for awards feels uncomfortable—and how to reframe it.

[04:30] – My five practical steps for getting past FOPO and putting yourself out there:

[06:00] – Access my Notion database of retail media industry awards to help plan your 2026 goals.

[06:30] – Closing reflections and what’s coming next on the podcast.

Links & Resources

• Check out the full list of 2026 Retail Voices by NRF honorees
• I have compiled a living database of awards relevant to the retail media industry, with dates, rules, and how to apply. You can access it here.
  The database is open-source: if you work for a company that hosts industry awards which are relevant for people & companies in the retail media & ecommerce space, please feel free to add your award (or update any out-of-date info I have here!)
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

In this 'Snips' episode, I’m adding commentary to clips of one of my favorite ecommerce podcasts: Cocktails & Commerce with Brian Walker and Bill Friend. These two industry veterans bring on some of the sharpest minds in digital commerce, and in this snippet, they’re joined by John Andrews, co-founder and CEO of Cimulate, a generative AI company focused on commerce platforms.

If you’ve been seeing the term 'CommerceGPT' floating around and wondering what it actually means (like I was), this is the perfect primer. John breaks down the idea behind CommerceGPTs: what they are, how they might transform the way brands connect with customers, and why they could soon become the “brains” behind future retail experiences. We also hear fascinating insights into the rise of “answer engines” like ChatGPT and Perplexity, how they’ll change product discoverability, and what brands can do right now to stay visible in this new era of AI-driven commerce.

This episode is sponsored by Mirakl Ads

Timeline

[01:00] – John Andrews explains the concept of a CommerceGPT and how it represents a new layer in the commerce technology stack.
[02:15] – What it means for a model to truly “understand” customer behavior and use that knowledge to enhance shopping experiences.
[03:00] – Imagining a focused AI model that knows everything about a product category or retailer (and uses it to drive smarter engagement).
[05:00] – The rise of answer engines like ChatGPT and Perplexity, and what that means for product discoverability.
[06:15] – How brands can position themselves to be seen by these AI systems, and why visibility will require new kinds of data accessibility.
[08:05] – The future of “agent-to-agent commerce” — where AIs talk directly to each other to fulfill transactions.
[09:30] – Brian Walker’s perspective on consumer trust, behavioral change, and how long it may take for AI-powered commerce to go mainstream.
[11:15] – My takeaway: perfection isn’t the goal. Brands that experiment now will be best positioned for what’s next.

Links & Resources

• Listen to John Andrew's full Cocktails & Commerce episode
• For more info about CommerceGPTs check out Brian Walker's essay Surf’s Up! The Next Wave of Commerce is Here - Amplified and Shaped by AI
• Subscribe to the Cocktails & Commerce podcast on Spotify
• Subscribe to the Cocktails & Commerce newsletter on Substack
• Read my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Read my article Meet The First Retail Media Federations & Consortiums
• Follow John Andrews, CEO and Co-Founder of Cimulate on LinkedIn
• Follow Brian Walker from Cocktails & Commerce on LinkedIn
• Follow Bill Friend from Cocktails & Commerce on LinkedIn
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

Despite the buzz surrounding in-store retail media, most retailers are still struggling to move beyond the pilot phase. But Sam’s Club? They’ve done it, and done it well. After touring one of their clubs in Murfreesboro, Tennessee, with Harvey Ma, Head of Sam’s Club’s Member Access Platform, I witnessed firsthand how they’ve turned what’s typically a complex, fragmented endeavor into a well-oiled, data-driven ecosystem.

In this episode, I break down exactly how Sam’s Club is scaling its in-store retail media efforts, uniting their teams, and rethinking the shopper experience. From tech-powered measurement to their innovative “Retail Experience Network,” Sam’s Club is setting a new benchmark for what in-store retail media can achieve. If you’ve been curious about how physical retail can deliver digital-level insights and measurable sales impact then this episode is for you.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[01:12] – Why most in-store retail media programs get stuck in pilot purgatory.

[02:20] – The massive infrastructure and organizational hurdles that make scaling so tough.

[02:43] – Sam’s Club’s early investment and the simple principle guiding their approach: advertising exists to sell more things.

[03:07] – Introducing the “Retail Experience Network” and how it redefines in-store activations.

[04:00] – Behind-the-scenes of Sam’s Club’s IndyCar sponsorship and what made it a success.

[05:11] – How everyday tech like floor scrubbers and Scan & Go contribute to measurement and personalization.

[07:00] – Rethinking Joint Business Planning (JBP): how Sam’s Club integrates media and merchandising conversations.

[08:22] – A reality check on in-store media spend projections and why Sam’s Club’s model stands out.

Links & Resources

• Read my full article in The Drum, Sam’s Club shows how in-store retail media should really work
• Read my article Best Buy Wants To Become An Ad Platform, Not Just Another RMN
• Read my article The Last Mile of America: Inside Austin Leonard's Plan For Dollar General Media Network
• Read my article Brian Monahan's 'Bloody Obvious' Bets Are Shaking Up Albertsons Media Collective
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

I’m a total podcast junkie, and today I’m bringing you another episode in my 'Snips' series, where I share bite-sized highlights from fascinating conversations and add my personal commentary. This one’s a crossover between Commerce Media Matters and Mind the Model, a newer podcast that’s quickly made its way into my regular rotation (find both shows under 'Links & Resources' below).

The snips I’m sharing today tackle a fascinating and urgent question for our industry: What happens to a retailer’s data advantage when AI platforms like ChatGPT start processing transactions? Spoiler alert: the answer might not be as bleak as you think.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[01:07] – Who owns transaction data in an AI-driven world?

[03:28] – Retailers gaining new data signals

[04:15] – Losing exclusivity vs. gaining context

[06:38] – Content as a competitive advantage

[09:01] – Owning content, audience, and data

[09:45] – Not all doom and gloom

Links & Resources

• Listen to the Commerce Media Matters x Mind the Model crossover episode in full — AI: The New Face of Commerce
• Subscribe to Commerce Media Matters
• Subscribe to Mind the Model
• Read my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Read my article Ads in AI Are Older Than You Think
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

Last week, I got a first look at groundbreaking new research from EMARKETER and Bain that flips the retail media conversation on its head. Instead of surveying brands and media buyers, this study goes straight to the source, the leaders of Retail Media Networks (RMNs), to uncover their honest perspectives on what’s working, what’s not, and where the industry is headed next.

In this episode, I unpack some of my personal highlights from the preview webinar. From the surprising honesty RMN leaders are showing about their measurement challenges, to their quiet anxiety about the impact of agentic AI on the retail media landscape. Simply put; we’re entering what I like to call the “awkward teenage years” of retail media. Plus, I draw a parallel between retail media’s growing pains and the iconic babyccino!

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:00] – A first look at new Bain & EMARKETER research that shifts the lens to RMN leaders.
[01:00] – What the humble babyccino can teach us about growing up (and retail media’s maturing phase).
[02:30] – Public confidence vs. private reality: the top challenges RMN leaders admit to behind the scenes.
[03:00] – Measurement and attribution: why nearly half of RMNs say it’s their biggest hurdle.
[03:30] – The “Retail Media Doom Loop” and how tech and talent gaps are keeping networks stuck.
[05:00] – Agentic AI and GenAI search: the top disruptive forces worrying retail leaders.
[06:00] – Bain’s Stephen Mewborn hints at new partnership models.
[06:30] – Retail media growing up, facing scrutiny, and learning to move beyond trade dollars.

Links & Resources

• Watch the EMARKETER & Bain webinar on demand, Retail Media, Unfiltered: What RMNs Told Us About Scaling, Struggling, and Succeeding
• Read my article The Retail Media Doom Loop
• Read my article The 3 Ways Agentic Commerce Could Destroy Retail Media
• Read my article Why Agentic Shopping Poses an Existential Threat to Retail Media (Part 1)
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

In my recent LinkedIn Live with Andreas Reiffen, co-founder and CEO of adtech company Pentaleap, we dove into one of the most intriguing shifts happening in retail media right now: the rise of multi-retailer ad networks. This isn’t just about another layer of technology, it’s about simplifying one of the biggest pain points for brands and media buyers: the crushing complexity of managing ad spend across dozens of disconnected retailer systems.

We explored how these syndicated and programmatic retail media models are reshaping the landscape. From Amazon’s new retail ad service with Macy’s, to Instacart’s Carrot Ads and Best Buy’s ambitions to become a true ad network. Andreas and I discussed the historical irony of retail media returning to its ad network roots (just with more sophisticated tech and better use of first-party retail data).

If you’ve been wondering where retail media is heading next, this conversation is a must-listen.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[0:15] - The problem with fragmented retail media and the promise of multi-retailer networks
[1:20] - Revisiting pre-Amazon ad network models and why they might be making a comeback
[2:15] - Andreas on how programmatic buying could transform retail media
[4:40] - Why even large CPGs hesitate to expand across multiple RMNs
[6:45] - Amazon’s partnership with Macy’s and the emergence of three network models
[7:23] - Instacart’s Carrot Ads and other players joining the race
[8:35] - The irony of Amazon fixing the fragmentation problem it helped create
[10:15] - How programmatic networks and direct retail relationships will likely coexist

Links & Resources

• Watch the full livestream replay on LinkedIn
• Follow Andreas Reiffen on LinkedIn
• Read my article Meet The First Retail Media Federations & Consortiums
• Read my article Best Buy Wants To Become An Ad Platform, Not Just Another RMN
• Read my article Underrated Ecommerce Metrics That Tell The Real Story
• Read my article How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1)
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

We all know the usual suspects — ROAS, impressions, clicks — but what if the real indicators of retail media success are hiding in plain sight? In this episode, I ask four leading brand-side retail media experts a simple but revealing question: What’s the metric you’re obsessed with that everyone else seems to ignore?

You’ll hear why one leader swapped vanity metrics for incrementality and household penetration. Another reveals an underrated email metric that shows exactly what’s resonating with customers. We’ll also explore how branded search volume can be a crystal ball for future growth, and why new-to-brand might just be your most important indicator of scalable success.

If you’re ready to move beyond the same old KPIs and start measuring what really matters, this episode will broaden your perspective about retail media performance.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[0:00] – Why the most important retail media metrics might not be the ones you’re tracking
[1:00] – The power of “Revenue Per Recipient” in email campaigns
[2:00] – Turning influencers into brand ambassadors through “Posts Per Influencer”
[2:39] – Why branded search volume is a powerful leading indicator of brand strength
[4:25] – Why “New-to-Brand” reveals true growth, not just recycled buyers
[5:30] – Measuring incrementality, household penetration, and long-term brand salience

Links & Resources

• Follow Jyoti Malik, Senior Director of Ecommerce at Belkin on LinkedIn
• Follow Kelsey Knight, Chief Commercial Officer at Slumberkins, on LinkedIn
• Follow Neha Gupta Mallik, Head of Connected Commerce at Mizkan America, on LinkedIn
• Follow Chris Lowrey, Brand Director at Our Home, on LinkedIn
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn