In today’s 'Snips' episode, I’m diving into one of the biggest unlocks for retail media networks right now: earning the trust (and the budgets) of media agencies. As retail media growth slows and retailers look beyond performance budgets, everyone suddenly wants a slice of those top-of-funnel brand-building dollars. But as I unpack the insights from Viv Craske and Colin Lewis from the Retail Media Therapy podcast, tapping into those budgets isn’t as simple as showing up with a pitch deck full of demographic reach stats.I dissect what agencies actually want from RMNs, why most networks get their approach completely backwards, and what it really takes to become the obvious solution when a brief comes through. From identifying gaps in media plans, eliminating data gatekeeping, and building real, long-term agency relationships, this episode lays out a three-step strategy every RMN should be thinking about.This episode is sponsored by Mirakl AdsTimeline[00:42] – Why tapping into brand budgets is suddenly top priority for RMNs[01:53] – The agency perspective: what they really need from retail media networks [02:59] – The difference between demographic reach and true agency value [04:12] – Why data access rather than gatekeeping is the make-or-break factor [06:37] – The three-step, 6–9 month roadmap for building agency relationships [07:45] – The resource reality: why this can’t be a “side-of-desk” project [09:15] – The big miss: why most RMNs will fail to win brand budgets next yearLinks & ResourcesListen to the Retail Media Therapy episode in full - The Incrementality Myth and Winning With Media AgenciesSubscribe to Retail Media TherapyFollow Viv Craske on LinkedInFollow Colin Lewis on LinkedInRead my articles:Trade vs. Retail Media: Who's Really Eating Whom?DSPs Wanted: The Retail Media Revolution 96% of Advertisers CraveAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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10:01
AI-Fueled Shopping for The Holidays
This week, I’m breaking down a fascinating shift I’ve been watching closely: the moment AI-enabled commerce finally tips from novelty to norm, just in time for the holiday shopping rush. After a near-disaster of traveling without my wallet (which somehow wasn’t a disaster at all), I couldn’t help but notice how quickly behavior changes when technology quietly becomes infrastructure. And based on fresh Salesforce data, AI is hitting that same inflection point in retail.In this episode, I dig into what’s different this year, why AI shopping tools are suddenly actually useful, and how shoppers are blending personalized AI agents with retailer-owned chat experiences. Plus, I share some surprising insights about Gen Z’s in-store resurgence, and why the most AI-proof part of retail media might just be happening in the physical aisle.This episode is sponsored by Mirakl AdsTimeline[00:00] – The “forgot my wallet” travel moment and how quickly new behaviors become normal[01:06] – Why this holiday season marks AI’s first real commerce stress test[02:24] – The most meaningful new AI shopping tools consumers didn’t have last year[03:52] – Are shoppers using retailer chatbots, or bringing their own LLM sidekick?[06:29] – Salesforce data: retailers with AI chatbots are seeing 7× higher growth[07:28] – The gap between retailer chatbots and personal AI assistants[08:22] – Gen Z’s unexpected return to in-store shopping (with AI in hand)[10:12] – What I’m watching as $73B in projected AI-influenced sales plays out this weekLinks & ResourcesRead my articles:Maybe Ads in AI Don't Have To Suck?Vibe Marketing in Retail MediaWhy GEO Isn't Enough: What CPG Brands Actually Control in Agentic CommerceWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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10:49
Will Ads Ruin AI? Why Agentic Advertising Might Save the Internet
In this episode I’m digging into a question I’ve been thinking about for months: If ads inevitably show up inside AI interfaces… do they actually have to suck? With billions invested into AI infrastructure and only modest subscription revenue to offset it, advertising is the most likely economic engine powering the next wave of AI platforms. But I’m not convinced it has to lead us down the same messy, cluttered path that search and marketplaces took.Drawing from an op-ed I recently wrote for The Drum, I explore why AI ads spark so much anxiety, how agentic advertising offers a fundamentally different model from surveillance-era targeting, and what all of this means for retailers, advertisers, and the future of trust online. This is a nuanced conversation about economics, ethics, innovation, and why this moment might actually give us a chance to rebuild advertising on better foundations.This episode is sponsored by Mirakl AdsTimeline[00:15] – Why subscription revenue alone can’t support the massive cost of AI infrastructure[01:23] – How AI is intercepting retail search behavior before shoppers ever reach a retailer’s site[03:04] – The trust problem: what we fear when ads enter our most intimate digital spaces[05:17] – The real economics of the internet and why advertising keeps it freely accessible[07:00] – What “agentic advertising” actually is, and how it flips the traditional targeting model[09:31] – Why conversational advertising could be more relevant (and less creepy) than legacy ad formats[10:20] – The high-stakes implications for retail media when AI captures intent upstreamLinks & ResourcesThis article originally appeared in my column for The Drum on November 6, 2025 as Why the arrival of advertising in AI Search may not be the catastrophe many fearBrian O’Kelley, co-founder and CEO at Scope3, outlined the Ad Context Protocol (AdCP) in a Fast Company op-ed Read my article Real Time Bidding: Retail Media's Savior Or Saboteur?Read my article How an RMN's tech stack impacts your advertising resultsAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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10:59
Get on the Damn Stage: Why 2026 Is Your Year to Step Into the Spotlight
In this reprise episode, I’m bringing back one of the most timely conversations we can have as we gear up for 2026 conference season: getting on the damn stage. After so many of you resonated with my encouragement to apply for the damn award despite imposter syndrome, it felt like the perfect moment to revisit this message. Because the truth is no one cares about your future as much as you do, and if you’re waiting for permission to step forward, you’ll be waiting forever.Whether you’re on the brand side navigating approvals, or on the solution-provider side navigating sponsorships, there are concrete strategies you can use to share your point of view, elevate your career, strengthen your partnerships, and make events infinitely more rewarding. I’m also revisiting insightful community comments from LinkedIn that expand the conversation in really meaningful ways. Let’s get you on that stage in 2026!This episode is sponsored by Mirakl AdsTimeline[01:00] Why I’m bringing back this episode and how it connects to imposter syndrome.[02:30] How brand-side leaders benefit personally and help their organizations by speaking publicly.[03:45] The “Speaker” effect: how having that badge transforms your experience at events.[05:30] How to navigate internal approvals, stick to your expertise, and decide when to go off-script responsibly.[07:30] Why solution providers often have to “pay to play”, and why it can still be totally worth it.[09:10] The power of original research as your ticket to the stage.[09:55] Community insights on panels, real tactical content, and balancing restrictions with value.Links & ResourcesRead my article Its conference season. Get yourself on the stage!Read my article Apply For The Damn AwardAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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11:32
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11:32
Inside Mars’s Retail Media Investment Matrix — Why Only the Top 6 Retail Media Networks Win
Last week at the Path to Purchase Institute LIVE conference, I heard something that most retail media networks probably don’t want to hear out loud: Mars has built a structured, data-driven investment matrix that decides exactly who gets budget and who doesn’t. In today’s episode, I’m breaking down what Mars revealed, why scorecards are becoming standard across major CPGs, and the uncomfortable truth hiding underneath all this new structure.I dig into why even networks that “score well” may not see increased spend, the operational ceiling that keeps most brands locked into 5–6 RMN relationships, and the growing divide between top-tier retail media networks and everyone else. If you’re a retailer, a media buyer, or working inside an emerging RMN, this conversation will give you real insight into how budgets are actually allocated, and why the bar keeps getting harder to clear.This episode is sponsored by Mirakl AdsTimeline[00:00] Mars introduces its formal retail media investment matrix and scorecard approach.[00:30] Mars evaluates RMNs on two dimensions: capabilities and commercial growth.[01:29] ANA guidance urges brands to adopt structured scorecards for RMN evaluation.[02:30] A senior retail media buyer explains why meeting capability requirements doesn’t guarantee spend.[05:22] The four main reasons brands cap their RMN relationships begin with platform fragmentation.[08:57] What mid-tier RMNs must do to break into the top six (drive displacement or offer superior capabilities)Links & ResourcesRead my article How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1)Read my article Best Buy Wants To Become An Ad Platform, Not Just Another RMNRead my article 3 New Developments In RTB (Real Time Bidding) For Retail MediaRead my article Retail Media's Measurement Problem: It's Not Just the RetailersRead my article Managing a Multi-Retailer RMN Stack: The Operational RealityRead the ANA's Retail Media Internal Management GuidanceAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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