Today I dive into the 'retail media doom loop' and share seven actionable ways retailers can break free. If you’ve ever wondered why retail media networks stall after initial wins, or how AI agents and agentic commerce are shaking up the industry, this episode is for you. I highlight opportunities ranging from in-store experiences to long-tail marketplace activation, loyalty programs, and even cross-retailer collaboration.

Retail media doesn’t have to be trapped in a cycle of margin extraction. I share real-world examples from retailers like Sam’s Club, Lowe’s, Macy’s, and innovative ad tech solution providers that are helping the industry rethink what’s possible.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Introducing the retail media doom loop and why most networks stall after early wins.

[02:06] – Double down on in-store and experiential media that AI agents can’t bypass.

[03:00] – Activate long-tail advertisers and marketplace sellers for real growth.

[04:30] – Stop trying to out-Amazon Amazon and leverage your unique strengths.

[06:09] – Transparency and access — make it easy for media buyers to invest.

[08:00] – Create ad formats that drive purchases and harness loyalty programs.

[09:41] – Explore cross-retailer collaboration to unlock scale and efficiency.

Links & Resources

• Read my related articles:
  • The Retail Media Doom Loop
  • Why OpenAI’s ad announcement should worry retail media networks (The Drum)
  • Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did It
  • The Case for the ‘Long Tail’ of Retail Media Networks
  • Retailers Are Becoming Retailers Again: Building Better Partnerships
  • Costco just revealed its entire retail media tech stack. Why? (The Drum)
  • Why RMNs Keep Their Tech Stacks Secret
  • DSPs Wanted: The Retail Media Revolution 96% of Advertisers Crave
  • Beyond banner ads: how retailers are monetizing the moments that actually matter (The Drum)
  • How Loyalty Programs Give Retailers the Edge in an AI Shopping Future
  • Meet The First Retail Media Federations & Consortiums
  • While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn