Retail Media Breakfast Club

Retail media has a fragmentation problem. We have better dashboards, better reporting, and better measurement than we did a few years ago. But media buyers are still being asked to navigate an ever-growing number of retail media networks and walled gardens.In this episode, I look at what’s happening in the UK, where two major retail media aggregation plays launched over the summer: RMX by Plan-Apps from SMG and the dunnhumby network alliance, involving Tesco, B&Q, John Lewis and Waitrose. I also share snippets of a conversation from the Retail Media Therapy podcast with Co-op Media Network’s Dean Harris about why these platforms are emerging now, and why the real driver may have less to do with retailers wanting to collaborate and more to do with what advertisers and agencies increasingly expect.But there’s a bigger question underneath all of this: what is retail media aggregation actually for? Is the value simply having one place to buy across multiple networks, or is it about being able to reach a particular audience in one place? And if competing retailers put their audiences into the same marketplace, do we risk turning retail media audiences into commodities and pushing CPMs down, just as programmatic advertising did to publisher audiences? That tension could determine whether retail media aggregation becomes a genuine solution to fragmentation or creates an entirely new set of problems for retailers.This episode is sponsored by GrowthLoopTimeline[00:00] - Why retail media federations have suddenly become a much bigger story in the UK[01:35] - Dean Harris on the advertiser pressures driving retail media aggregation[03:18] - Why media buyers increasingly want simplicity, not another retail media platform[04:49] - The real value of aggregation: buying audiences across an entire retail sector[07:17] - The programmatic lesson: could retail media aggregation drive CPMs down?[08:19] - The strategic risks retailers need to consider before joining an aggregator[10:04] - What the publishing industry's history can teach us about retail media consolidationLinks & ResourcesListen to the full Dean Harris episode of Retail Media Therapy with Viv Craske and Colin Lewis.Subscribe to Retail Media TherapyFollow Dean Harris, Head of Co-op Media Network, on LinkedInRead my related articles:How Alliances Could Solve Retail Media's Fragmentation ProblemMeet The First Retail Media Federations & ConsortiumsWhat It Actually Takes to Build a Retail Media FederationCheck 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

Last Thursday, Ace Hardware took over Wrigley Field in Chicago for the first upfront from Redvest Media, its roughly year-old retail media network. I wasn’t there myself, so I called my friend Tom Limongello, host of The Middlemen Podcast, who was on the ground. I wanted to know what was happening beyond the press releases: who Ace put on stage, what the retailer was really trying to communicate, and what advertisers were saying afterwards.We dig into what Ace’s executive lineup reveals about the growing integration of retail media with the broader business, why audience innovation and weather targeting matter to Ace’s advertisers, and how partnerships like DoorDash are helping the retailer reach new customers. We also talk about why retail media networks may need to think differently about upfronts, vendor days and industry events — and why creating an experience that makes advertisers want to believe in the retailer could be a powerful part of the pitch.This episode is sponsored by GrowthLoopTimeline[01:29] - How Ace is integrating retail media with merchandising and the broader business[03:21] - Why Redvest’s new brand and custom audience capabilities could enable better test-and-learn[04:31] - The message behind Ace’s executive presence and its growth investment[07:00] - Why advertiser trust is becoming critical for a newer retail media network[09:21] - Why weather targeting suddenly matters to Ace’s advertisers[12:00] - How DoorDash is helping Ace reach new customers, particularly Gen Z[14:30] - Why Wrigley Field may be a smarter retail media pitch than another industry conferenceLinks & ResourcesCheck out The Middlemen's interview with Ace Hardware's Molly Hjelm: When Campaign Results Aren't Enough — Molly Hjelm, RedVest MediaSubscribe to The MiddlemenFollow Tom Limongello, host of The Middlemen Podcast, on LinkedInFollow Molly Hjelm, Corporate Vice President and Head of Retail Media at Ace Hardware, on LinkedInRead my related articles:Ace Hardware's RedVest Media: Notes From My Interview With Molly HjelmIs Retail Media Kidding Itself?Bring the "Retail" back to Retail MediaCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.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

Amazon already captures roughly 40% of every dollar spent online in the US, yet it continues to grow at an impressive pace. So I wanted to look at a question we don't hear nearly enough: where does Amazon spend its own advertising money? Because while Amazon gives brands advertising recommendations every day, I think its own media plan may be the more interesting lesson.In this recap of my recent article for The Drum, I dug into three years of Sensor Tower data to see where Amazon is putting its advertising dollars, which channels are getting the biggest investment, and how its mix is changing. I also look at the shift from desktop display to video, why Amazon is willing to pay more for potentially fewer impressions, and what advertisers can learn from the company's approach to emerging channels.This episode is sponsored by GrowthLoopTimeline[02:09] - Breaking down Amazon's $2.7 billion US advertising spend in 2025[03:54] - Why Amazon's media plan looks surprisingly conventional[07:23] - How Amazon can measure Meta impressions against actual Amazon purchases[08:00] - What Amazon is actually advertising, from AWS and Prime to devices and the retail store[09:10] - The striking gap between Amazon's rising ad spend and relatively flat impression growth[10:20] - Why Amazon is shifting dramatically from desktop display into video[12:15] - The three habits I see in Amazon's media buying strategyLinks & ResourcesRead my full article on The Drum: The best advertising advice Amazon gives isn't in a slide deckCheck out Sensor Tower, who measure the full digital consumer journey, from mobile apps to web, ads, gaming, and beyond.Follow Ross Walker, Head of Retail Media @ Acadia, on LinkedInRead my related articles:Have Retailers Lost Discovery to AI for Good?Some Retailers Want to Power Other Retailers' Ad Businesses. Will It work?Amazon Q2 Earnings: What Industry Experts Say About Power Buying, Ad Overload, and AI ThreatsCheck 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

There’s a particular kind of vertigo that comes from watching a podcast you started get better without you. I launched the Ecommerce Braintrust podcast back in 2017, and while I’m no longer running it, I still listen because the team at Acadia is in the trenches every day doing the work.A recent conversation between my old Acadia colleagues on measurement really got me thinking about a question I hear from brands all the time: if every advertising platform says it’s winning, why don’t the business results reflect that? When Meta, Google, Amazon and retail media networks all claim credit for conversions, the numbers can quickly become impossible to reconcile. In this episode, I share snippets from a recent Ecommerce Braintrust episode that dig into the idea of “engine inflation,” why multi-touch attribution is struggling in 2026, and what brands should be using instead to understand what is actually driving incremental growth.This episode is sponsored by GrowthLoopTimeline[00:00] - The measurement problem every advertiser is wrestling with: when every platform claims to be winning, why don't the business results add up?[01:45] - Introducing “engine inflation” and why platform-reported revenue can exceed actual business revenue.[03:56] - Why multi-touch attribution isn't coming to save us and why Acadia has moved away from MTA.[04:52] - The three-pillar measurement framework: media mix modeling, incrementality testing, and platform optimization.[06:15] - Why the growth of retail media networks makes a holistic view of total media spend increasingly important.[08:34] - Why measuring Amazon and Walmart simply by retail media network and ad type can produce the wrong conclusions.[09:46] - How defensive branded search can look incredibly efficient while doing very little to drive incremental growth.Links & ResourcesListen to the full Ecommerce Braintrust episode: The 2026 Measurement Crisis: Why Your Media Efficiency is Probably a Lie With Sally Kazin and Ross Walker - Episode 438Subscribe to Ecommerce Braintrust on Apple PodcastsFollow Sally Kazin, Head of Analytics @ Acadia, on LinkedInFollow Ross Walker, Head of Retail Media @ Acadia, on LinkedInRead my related articles:Retail Media's Measurement Problem: It's Not Just the Retailers'Not 100% altruistic': ad measurement veteran on what retail media is really optimizing forAs Retail Media Spending Soars, Brands Face A Measurement CrisisThe Other Side of the Story: Why Retailers Struggle with Media Measurement & StandardizationCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.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

What makes one retail media network stand out when so many seem to promise the same thing? In this episode, I explore a fascinating psychology concept called the 'effort heuristic', and explain why it has huge implications for retail media. When buyers can't easily judge technical quality, they look for visible signs that a retailer is investing, innovating, and genuinely building something worthwhile.I also share why transparency can become a competitive advantage, highlight Costco's retail media strategy as a standout example, and discuss where the line is between showcasing meaningful progress and creating announcement fatigue. If you're building, selling, or buying retail media, this episode offers a fresh perspective on what actually influences decision-making before performance data ever enters the conversation.This episode is sponsored by GrowthLoopTimeline[00:00] The psychology study behind the effort heuristic, and why perceived effort influences perceived quality.[01:47] How the effort heuristic applies to retail media buyers evaluating competing retail media networks.[03:19] Why Costco's transparent approach to its retail media tech stack stood out, and what other retailers can learn from it.[05:43] The danger of over-marketing: when every product update becomes an "industry-first" announcement.[06:33] Why the largest retail media networks play by different rules than emerging RMNs competing for test budgets.[07:21] My advice for retailers and technology partners: show your work, earn credibility, and build trust through transparency.Links & ResourcesThe Effort Heuristic by Kruger, Wirtz, Van Boven and Altermatt.Read my related articles:Costco Is The First US RMN To Reveal Its Entire Tech StackWhy RMNs Keep Their Tech Stacks SecretThe ‘Costco Velocity’ Tech Stack Is Coming Together. Here's How the Pieces Fit.Check 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

I've been wrestling with a question that's becoming impossible to ignore: will agentic media buying fundamentally reshape retail media, or even eliminate parts of today's ecosystem? As AI-powered agents begin making more decisions across ad buying, optimization, and measurement, it's worth asking who wins, who loses, and whether the way advertising dollars flow today will look anything like it does a year or two from now.In this episode, I share highlights from an insightful conversation on the Ad Tech Therapy podcast, where Scott Messer and Jana Meron responded to my question about the future of agentic media buying. They unpack whether AI will truly collapse the ad tech stack, why history suggests the industry is more likely to evolve than disappear, and what all of this could mean specifically for retail media. If you've been wondering how AI will impact agencies, retailers, brands, and ad tech platforms, this episode is for you.This episode is sponsored by GrowthLoopTimeline00:00 – The question I can't stop asking: Will agentic media buying disrupt retail media as we know it?01:03 – Why I posed this question to Scott Messer and Jana Meron, and the challenge I gave them.02:00 – Fear, disruption, and why concerns about AI replacing jobs are both rational and useful.03:30 – Will AI eliminate layers of the ad tech ecosystem or simply make them more efficient?06:30 – How retail media's technology stack differs from traditional programmatic advertising.09:00 – My biggest takeaway: Retail media isn't losing layers, it's reorganizing them.Links & ResourcesListen to the full AdTech Therapy episode: Where the Puck Are We Going?Subscribe to AdTech Therapy on Apple PodcastsSubmit a question to AdTech Therapy via their Patient PortalFollow Scott Messer, AdTech Therapy host, on LinkedInFollow Jana Meron, AdTech Therapy host, on LinkedInWhy retail media supply-side platforms alone won’t save your ad business by Jon Flugstad on the Moloco blogRead my related articles:How an RMN's tech stack impacts your advertising resultsAI in retail: selecting solution providers that deliver real value, not just hypeAI in real life: how retailers and brands are leveraging AI (real numbers)Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.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

We've spent the last year watching retailers race to launch AI shopping assistants, but I think we're asking the wrong question. Instead of obsessing over who has the smartest chatbot, we should be asking: What job are shoppers actually hiring these AI assistants to do?In this episode, I unpack insights from a fascinating recent conversation on Jason Del Rey's newsletter The Aisle with former Amazon and Walmart product leader Mukesh Jain, explore why "nobody wakes up wanting to chat with a retailer," and explain why the future of AI shopping may have far less to do with conversation than we think. Along the way, I revisit one of my own predictions about retailer AI, and explain why recent research has changed my perspective.This episode is sponsored by GrowthLoopTimeline00:00 – Why Clayton Christensen's "Jobs to Be Done" framework is still the best way to think about AI shopping assistants.02:15 – The three distinct shopping jobs AI needs to solve, and why chatbots aren't the answer for every one of them.03:32 – The quote that changed how I think about retailer AI: "Nobody wakes up wanting to chat with a retailer."06:00 – Will ChatGPT and Gemini win shopping discovery, or can retailers build assistants shoppers actually return to?08:28 – Why I changed my mind about Amazon Rufus, and what Kantar's latest research revealed about what consumers really value.10:00 – My biggest takeaway: today's retail AI chatbots are just the beginning, not the finished product.Links & ResourcesCheck out Jason Del Rey's interview with Mukesh Jain on The Aisle. Follow Mukesh Jain, Co-founder, SignalAI, on LinkedInSubscribe to The AisleRead Wave 1 of Kantar's AI-Enabled Commerce PulseSubscribe to Watson Weekly on Apple PodcastsFollow Rick Watson, Founder, RMW Commerce, on LinkedInFollow Holden Bale, Global Chief Strategy Officer at Merkle, on LinkedInRead my related articles:What it means for retail media when AI chat has only 2 ad slotsThe agentic media buying race has a problem: nobody's asked the buyersAI-Enabled Shopping Hits 74% AdoptionCheck 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

When I launched my first podcast back in 2017, I worried I'd already missed the opportunity. Nine years later, I'm asking a different question altogether: does the format even matter anymore?In this episode, I dig into what my latest LinkedIn audience poll revealed about how retail media professionals actually consume information. And why, despite the explosion of AI-generated content, newsletters and written analysis remain the preferred format. I also explore what "AI slop" means for creators, marketers, and corporate leaders, and why I believe the real competitive advantage isn't the medium you publish in — it's the quality of your judgment. If you're building your career, your content, or your company's influence in the age of AI, this episode is for you.This episode is sponsored by GrowthLoopTimeline00:00 – Why I thought I was too late to start podcasting and why I was wrong.01:24 – What changed (and didn't) in my LinkedIn poll on how retail media professionals consume industry news.03:00 – The rise of AI-generated "slop" on LinkedIn and why platforms are starting to push back.04:30 – Why newsletters continue to outperform other formats for busy B2B professionals.06:14 – If AI can generate text, audio, and video, what actually creates lasting value?07:30 – The internal communication strategy that's becoming obsolete: and what leaders should do instead.Links & ResourcesCheck out my first podcast Ecommerce Braintrust on Apple Podcasts.Read my related articles:AI in retail: selecting solution providers that deliver real value, not just hypeAI in real life: how retailers and brands are leveraging AI (real numbers)AI in Retail Media: Practical Applications to Get Started NowCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.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

This week, I'm sharing snippets of a conversation from The Watson Weekly, one of my favorite podcasts, where host Rick Watson sat down with Holden Bale, Global Chief Strategy Officer at Merkle. One statistic mentioned completely stopped me in my tracks: 11% of consumers believe they've already purchased products directly through AI assistants like ChatGPT and Gemini. Even though, in most cases, that simply isn't possible.What fascinated me wasn't that consumers are wrong: it's why they're wrong. We explore what this tells us about the future of AI-powered shopping, why perception may matter more than transaction data, and how today's "halo effect" could shape tomorrow's commerce landscape. We also dig into one of the biggest challenges facing AI assistants: building enough personal context to become truly useful shopping companions.This episode is sponsored by GrowthLoopTimeline00:00 – Why one surprising AI shopping statistic immediately caught my attention01:26 – The "misunderheard" consumer: why 11% believe they've already shopped through AI02:18 – What social commerce teaches us about consumer perception versus actual transactions04:49 – Why consumers believing they shopped with AI may be more important than whether they actually did06:45 – The missing ingredient for AI commerce: personalization, memory, and shopping context09:30 – Why marketplaces and order history could determine who wins the AI shopping race10:46 – A preview of my own experiment using Amazon purchase history inside an LLMLinks & ResourcesListen to the full Watson Weekly episode: 88% Have Deployed AI. 6% Can Prove It WorkedSubscribe to Watson Weekly on Apple PodcastsFollow Rick Watson, Founder, RMW Commerce, on LinkedInFollow Holden Bale, Global Chief Strategy Officer at Merkle, on LinkedInRead my related articles:ChatGPT Ads Are Here. I'm Not Panicking.AI-Enabled Shopping Hits 74% AdoptionMaybe Ads in AI Don't Have To Suck?Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series talking shop. The latest episode dropped last weekI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

What if the biggest mistake a retail media network can make is trying to copy Amazon?In today's episode, a recap of my recent article for The Drum, I unpack a fascinating conversation I had with Dave Young, GM of Retail Media at Dick's Sporting Goods. Dave has intentionally moved away from the term retail media network in favor of something much more reflective of what they're actually building: a commerce-enabled sports network. I explore why that distinction matters, why differentiation has become essential for specialty retailers, and what Dick's unique approach could signal for the future of retail media.I also break down why so many retail media networks fall into the same commodity trap, how first-party sports data from the GameChanger youth sports app creates a different competitive advantage, and why organizational structure may be just as important as technology when building a successful media business.This episode is sponsored by GrowthLoopTimeline[00:00] Why Dave Young is intentionally avoiding the term "retail media network."[01:26] Why copying Amazon's retail media playbook is a losing strategy for specialty retailers.[03:00] How GameChanger gives Dick's Sporting Goods a unique first-party data advantage beyond purchase history.[05:45] Why reporting into the CMO changes the way retail media partnerships are built.[07:21] Inside Dick's World Cup campaign with Adidas — and why differentiated campaigns matter more than sponsored products.[09:36] The biggest lesson: retailers win by building media businesses around their own strengths, not someone else's playbook.Links & ResourcesMy original article for The Drum: The retail media lesson inside Dick’s World Cup pushPR Newswire: DICK'S and adidas Celebrate FIFA World Cup 2026™ with Star-Studded "Where It All Kicks Off" CampaignRead my related articles:Why retail media’s ‘mid’ moment may be its turning point (The Drum)Why Home Depot put its merchants on stage at its retail media upfronts (The Drum)Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series talking shop. The latest episode dropped last weekI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Every year, Cannes Lions promises to bring the advertising world together. But if you work in retail media, you've probably noticed that our corner of the industry heads home long before the festival's biggest creative awards are handed out. After hosting an invite-only breakfast with Mirakl Ads on Thursday morning, I wanted to share the conversations that stuck with me before everyone scattered back home.In this episode, I unpack why the gap between commerce and creativity still exists, where I saw genuine progress this year, and why in-store retail media, measurement, and creative storytelling dominated the discussion. From Dollar General's approach to bringing leadership into the conversation, to Albertsons' bold experiment with original branded content, there are signs that retail media is evolving: but not necessarily in the ways many expected.This episode is sponsored by Mirakl AdsTimeline[00:00] Why the commerce crowd leaves Cannes before the festival's biggest creative moments.[02:14] My biggest takeaway from this year's Cannes: fewer retailers, stronger side conversations, and why the divide still exists.[03:15] Why Dollar General Media Network's decision to bring its CMO could signal an important shift for retail media leadership.[04:30] The real challenge with in-store retail media: why not every screen is actually valuable advertising inventory.[06:41] Mirakl Ads and Broadsign announce a partnership aimed at unifying online and in-store retail media campaigns (and the measurement questions that remain).[07:21] Albertsons and P&G's scripted series Rico's Tacos offers a glimpse into how retail media data could shape creative work from the very beginning.Links & ResourcesBroadsign and Mirakl Ads partner to help retailers deliver a more unified shopper experienceGrocery Dive: Albertsons turns to microdramas for new retail media offeringRead my related articles:When Sam's Club "Connects" With Walmart, What Actually Connects?Cannes Field Notes: stock tracking, creator networks & a Dollar General DOOH firstPayPal Ads had nothing to announce at Cannes. That was the point.Cannes Confessionals #1: Where are all the brands?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

When I sat down with Harvey Ma at Cannes Lions this week, I wanted to understand what was really happening behind Walmart’s announcement that it was bringing Walmart Connect, Walmart Connect International, and Sam’s Club’s retail media business into closer alignment. On the surface, it looks like a straightforward consolidation storY. But as Harvey explained, the reality is much more nuanced.In this episode, I unpack what the new Sam’s Club Connect brand means for advertisers, how Walmart and Sam’s Club plan to share technology and measurement capabilities, and why maintaining distinct shopper experiences may be more important than achieving scale. I also explore the surprising differences between Walmart shoppers and Sam’s Club members, and what this tells us about the future of retail media consolidation.This episode is sponsored by Mirakl AdsTimeline00:24 – Walmart announces a major restructuring of its global advertising business, bringing Walmart Connect and Sam’s Club closer together.02:05 – What the launch of Sam’s Club Connect actually means and why “operate separately, increasingly aligned” is the key phrase to understand.03:31 – Harvey explains how Sam’s Club’s deterministic member data creates a unique measurement advantage that can benefit Walmart.04:10 – How Sam’s Club’s experiential retail media expertise—from demos to sampling—could influence Walmart’s broader strategy.06:19 – Harvey shares why the overlap between Walmart shoppers and Sam’s Club members may be much smaller than advertisers assume.07:57 – The biggest misconception about the announcement: why Walmart isn’t trying to create “one blob” of retail media.09:05 – What the Sam’s Club Connect rebrand reveals about retail media consolidation, commerce media networks, and the limits of scale.Links & ResourcesFollow Harvey Ma, VP & GM, Sam’s Club Connect Retail Media, on LinkedInRead my related articles:'Not A Tax': How Sam's Club Is Fixing Retail Media's Trust Problem (Forbes)Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did ItSam's Club Bets Big on 'Experiential' Retail MediaWhat if there really are too many commerce media networks?I am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn

Reporting from Cannes Lions, I sat down with Dr. Mark Grether, SVP & General Manager at PayPal Ads, to explore a different perspective on retail media, one that cuts through the constant stream of announcements and focuses on solving real advertiser challenges. We discussed why PayPal is choosing not to chase the latest product launch headlines and instead is doubling down on helping the market understand the unique advantages of its existing capabilities.We also dug into one of the industry's most debated topics: shoppable ads. Why have so many shoppable ad initiatives struggled in the past? What makes PayPal’s approach different? And how could identity, payments infrastructure, and changing consumer behavior — especially in an AI-powered world — reshape how brands reach and convert shoppers? Tune in for a fascinating conversation about the future of retail media, commerce, and customer acquisition.This episode is sponsored by Mirakl AdsTimeline[00:56] Dr. Mark Grether explains PayPal Ads’ biggest differentiator: transaction visibility across merchants and why that changes measurement.[02:11] Why advertisers struggle with fragmented retail media networks and the industry's growing need for simplicity.[03:30] The vision behind industry collaboration and creating a more accessible retail media ecosystem.[04:15] What makes PayPal’s shoppable ads different: identity resolution, payments infrastructure, and frictionless commerce.[06:05] How “storefront ads” extend a merchant’s storefront beyond their website and drive incremental customer acquisition.[07:34] The consumer experience behind shoppable ads and how collapsing the purchase journey can improve conversion rates.[09:47] Why AI and LLM-driven shopping behavior may increase the importance of shoppable ads for merchants in the future.Links & ResourcesFollow Dr. Mark Grether, SVP & General Manager at PayPal Ads, on LinkedInPayPal Ads Delivers Bottom-Line Growth Advertisers Can MeasurePayPal Unleashes the Power of Retail Media for Small BusinessesAscendant Network’s inaugural SHOWCASE upfront on Sept 2, 2026 in NYCI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubCatch me at Cannes 2026, check out all my EventsSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn