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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10:01
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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9:50
9 Ways Retailers & Brands Can Make Loyalty Programs Attractive... To AI Agents
In this episode, I dive into what loyalty really means in an era of agent-driven shopping. Recently, loyalty expert Stephanie Meltzer-Paul challenged my thesis on loyalty as the “last moat” for retailers, and today I’m unpacking her insights into what retailers and brands must do if they want to stay relevant. Spoiler: standing still won’t cut it!I explore why loyalty programs must evolve into machine-readable preference engines, what that means for both retailers and brands, and how to turn these shifts into opportunities for deeper customer connections and new revenue streams. From making data agent-friendly to expanding beyond discounts and forging powerful partnerships, I’ll walk through the playbook that could define the future of loyalty.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:28] - Why loyalty programs must evolve to survive the agentic era[01:28] - Making loyalty data agent-friendly so AI can actually use it[02:03] - Moving beyond discounts and coupons to experiences and access[02:24] - How integrating loyalty with retail media creates new value[03:10] - The power of brand partnerships and co-branded rewards[04:10] - Reducing friction in redemption to make loyalty truly useful[05:24] - Why brands must build their own loyalty hooks, not just rely on retailers[06:07] - A smart DTC loyalty program example[07:00] - Negotiating dual loyalty credits inside retailer ecosystemsLinks & ResourcesSubscribe to Stephanie Meltzer-Paul's So Many Points, a newsletter for loyalty and CRM marketersFollow Stephanie Meltzer-Paul on LinkedInRead my article How Loyalty Programs Give Retailers the Edge in an AI Shopping FutureRead my article Sam's Club Bets Big on 'Experiential' Retail MediaNew research from Yale & Columbia, What Happens When AI Does Your Shopping?Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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7:58
Your AI Agent Just Got Hacked
Today I take you inside a chilling scenario that started with a simple eBay hack and led me to a much bigger question: what happens when AI agents start shopping for us with full autonomy? As commerce shifts into the age of agentic AI, entirely new fraud frontiers are emerging. And the risks are far greater than anything we’ve faced before.In this episode I break down why our traditional defenses are crumbling, what kinds of vulnerabilities agent-driven transactions open up, and how companies are racing to build new trust systems. From biometric iris scans to digital agent passports, I explore the massive stakes as we approach a future where trillions of dollars in transactions could be handled by autonomous AI.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[00:00] - The story begins with my hijacked eBay account and the unsettling realization it sparked.[01:28] - The nightmare scenario: fraudsters compromising AI agents instead of accounts.[02:18] - Why retailers must verify not just people, but the agents acting on their behalf.[03:00] - How deepfakes and AI-powered fraud are rendering old defenses obsolete.[05:12] - The cutting-edge solutions being developed.[06:51] - PayPal’s bold projection: 25% of all e-commerce agent-driven by 2030.[07:30] - Why new trust systems (not just blocking) are essential for the future of commerce.Links & ResourcesRead my article How Open AI's "Operator" Will Change Retail As We Know ItGlobal identity verification company TruliooAI fraud management company RiskifiedHuman verification company WorldSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
Ireland