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 Group

Timeline

[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 spend

Links & Resources

• Read Part 1 of this series Brands Are From Mars, Retailers Are From Venus
• Follow Cody Tusberg on LinkedIn
• Read 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 newsletter
• Follow Kiri on LinkedIn