Growth Beyond Amazon: Tapping Into Retail Media's Broader Opportunities (Part 2 of 3)
Amazon may dominate the retail media landscape, but is your brand missing growth opportunities by focusing too narrowly? In the second installment of this 3-part series, I’m joined once again by Cody Tusberg, EVP of Digital Commerce and Retail Media Services at Acosta Group, to explore what it really takes to win in retail media beyond Amazon.We dive into why shoppers’ habits demand a broader channel strategy, how to evaluate which retail media networks (RMNs) deserve your investment, and what smaller or emerging networks can offer that the big players can’t. You’ll also hear insights on overcoming operational complexity, proving ROI without clean attribution, and how to turn retail media into a true growth lever within joint business planning.Whether you’re a brand leader trying to expand your retail footprint, or simply want to understand how the landscape is evolving, this episode will give you a fresh perspective on the opportunities that lie outside of Amazon’s shadow.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[0:35] - Why brands should look beyond Amazon and Walmart in retail media[1:10] - Shopper behavior data that reveals untapped opportunities[2:12] - How to evaluate which retail media networks deserve investment[3:01] - The operational challenges of expanding to new retailers[4:00] - Measurement, ROI, and dealing with fragmented attribution[5:15] - Advice for smaller brands with limited resources[6:10] - Bringing retail media into joint business planning conversations[7:17] - Shifting from “stick” penalties to “carrot” incentives in retail media spendLinks & ResourcesRead Part 1 of this series Brands Are From Mars, Retailers Are From VenusFollow Cody Tusberg on LinkedInRead my article Brands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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ROAS Isn’t Enough — The Buyer’s Checklist for Retail Media
Too often, retail media performance gets boiled down to a single number: ROAS. But is that really enough to guide smart investment decisions? In this episode, I share another highlight from the Retail Media Tech Jam livestream with Tom Limongello and Scott Messer from The Middlemen podcast. Together, we unpack why relying solely on ROAS can be misleading, and what metrics and insights media buyers should be demanding instead.You’ll hear us explore the buyer’s checklist for retail media success, from securing log files to evaluating PDP quality scores, and why brands themselves now need to think more like publishers. We also dig into marketplace dynamics, the evolving role of creative optimization, and whether retail media could ever move toward performance-based pricing models.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - Setting the stage: why ROAS isn’t enough[01:19] - Asking the right questions: site lists, log files, and media plans[02:37] - Understanding retail media as a marketplace[03:15] - PDP quality scores and their growing influence[05:20] - Comparing networks through efficiency, not just ROAS[06:18] - Why creative optimization matters more than ever[08:04] - Audience question: will retail media move to CPA models?Links & ResourcesWatch the full Retail Media Tech Jam: The Middlemen X Retail Media Breakfast Club livestream replay on LinkedInListen to The Middlemen podcastFollow Tom Limongello on LinkedInFollow Scott Messer on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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The Retail Media Doom Loop
Retail media has exploded in recent years, but is it already falling into a dangerous cycle? In this episode, I share highlights from a recent LinkedIn Live I hosted with Tom Limongello and Scott Messer from The Middlemen podcast. We dove into why retailers are so secretive about their tech stacks, what that means for brand-side buyers, and whether this lack of transparency is slowing growth across the entire industry.You’ll hear us explore the “retail media doom loop,” how initial revenue gains mask deeper challenges, and why media buyers are begging for clarity. If you’ve ever wondered what’s really happening behind the curtain of retail media networks (or why it matters for your brand) this conversation will connect the dots in a way that might change how you think about the future of retail media advertising.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[01:18] - Why retailers keep their tech stacks so secretive[02:00] - Breaking down the “retail media doom loop” and stalled growth[03:15] - Where true incremental opportunities still exist[04:28] - Are brands applying enough pressure on retailers to evolve?[06:07] - Survey results: what 67 brand-side media buyers had to say[07:30] - What buyers really want from retail media tech providers [09:15] - Transparency vs. reality: what media buyers say vs. what they doLinks & ResourcesWatch the full Retail Media Tech Jam: The Middlemen X Retail Media Breakfast Club livestream replay on LinkedInListen to The Middlemen podcastFollow Tom Limongello on LinkedInFollow Scott Messer on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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AI Agent Shopping & Existential Threats To Retail Media
Could AI shopping agents fundamentally disrupt retail media as we know it? In this episode, I share highlights from my recent appearance on the Commerce Media Matters podcast with Nick Morgan and Paul Blackburn. We explored how the rise of AI-driven shopping experiences might shift consumer behavior away from retailer websites and apps. And what that could mean for retailers, brands, and the value of first-party data.We dig into big questions: will sponsored product placements lose their relevance if AI agents take over the purchase journey? How will retailers protect their margins when third-party agents aggregate transaction data? And could AI agents actually become the best 'customers' a retailer could ask for? This conversation is part cautionary tale, part roadmap for adapting to one of the most important shifts on the horizon for commerce media.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - Setting up the big question: could AI agent shopping disrupt retail media?[01:23] - The theory: how AI threatens both onsite and offsite monetization models[03:28] - Why trade marketing remains resilient despite digital disruption[05:29] - The challenge of data aggregation across multiple retailers[06:45] - Walmart vs. Amazon: two different approaches to AI agents[08:00] - Advice for retailers: treat AI agents like VIP customersLinks & ResourcesListen to the full episode 'How to Master Retail Media with Kiri Masters' on the Commerce Media Matters podcastSubscribe to Commerce Media MattersFollow Nick Morgan on LinkedinFollow Paul Blackburn on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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Brands are from Mars, Retailers are from Venus: Getting Inside the Head of Retailers (Part 1 of 3)
As a brand, working with retailers can often feel like navigating two completely different worlds. Retailers operate as complex ecosystems where merchants, trade marketing, and retail media teams each have their own goals and agendas. In Episode 1 of this three part series, I’m joined by expert Cody Tusberg, EVP of Digital Commerce and Retail Media Services at Acosta Group, to unpack these dynamics and help brands better understand how to align with retailers.We dive into why merchants often call the shots, how silos between retail media and trade marketing create challenges, and the common mistakes brands make when they don’t account for a retailer’s internal politics. You’ll also hear how brands can get proactive, build trust, and set themselves up for success when negotiating budgets and planning retail media investments.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[01:17] – The role of merchants in retail media and why sales remain their top priority[02:43] – How divided org structures impact brands and their budgets[04:36] – The big mistakes brands make when they overlook retailer politics[05:39] – Why brands should be “nosy” about where their dollars go[06:20] – How Acosta Group bridges the gap between trade and retail media[07:36] – The challenge of annual retailer planning cycles vs. real-time retail media optimization[09:05] – How brand-side silos mirror retailer silos and what that means for alignmentLinks & ResourcesFollow Cody Tusberg on LinkedInRead my article Brands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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