In this episode of the Retail Media Breakfast Club, I reflect on a recent conversation from the a16z Podcast and the surprisingly relevant lessons that venture capital can teach retail media networks. Listening to Marc Andreessen, Ben Horowitz, and Margit Wennmachers talk about how a16z deliberately broke VC’s long-standing “code of silence” reminded me so much of the paradoxes I saw back when I ran my Amazon agency. In short; everyone wanted transparency, but no one wanted to contribute to it.

Today I'm breaking down five powerful marketing lessons from the world of VC that retail media networks can apply right now to stand out and build real relationships with brands. From redefining who the true customer is, to creating genuinely useful content, to bundling value in ways that go far beyond ad inventory — these highlights completely reframed how I think about RMN differentiation. 

This episode is sponsored by Mirakl Ads

Timeline

[00:00] Why clients loved my agency's work but refused to give testimonials (and how this quandary mirrors retail media’s transparency problem)
[01:11] Lesson 1: Redefining who the real customer is (and why retailers struggle with B2B motions)
[03:04] Lesson 2: Creating content that actually serves brand advertisers instead of repeating the same three USPs
[05:39] Lesson 3: Building direct channels instead of relying on trade-press-only PR strategies
[07:36] Lesson 4: The “bundling” model inspired by Hollywood talent agencies (and its RMN equivalent)

Links & Resources

• Watch full a16z episode on YouTube - The Secret Marketing Strategy That Built a16z: From Zero to Legendary VC Firm
• Subscribe to the a16z Podcast
• Read my related articles:
  • Why RMNs Keep Their Tech Stacks Secret
  • How Can RMNs Tap Upper-Funnel Brand Budgets
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn