In this episode I’m digging into a question I’ve been thinking about for months: If ads inevitably show up inside AI interfaces… do they actually have to suck? With billions invested into AI infrastructure and only modest subscription revenue to offset it, advertising is the most likely economic engine powering the next wave of AI platforms. But I’m not convinced it has to lead us down the same messy, cluttered path that search and marketplaces took.

Drawing from an op-ed I recently wrote for The Drum, I explore why AI ads spark so much anxiety, how agentic advertising offers a fundamentally different model from surveillance-era targeting, and what all of this means for retailers, advertisers, and the future of trust online. This is a nuanced conversation about economics, ethics, innovation, and why this moment might actually give us a chance to rebuild advertising on better foundations.

This episode is sponsored by Mirakl Ads

Timeline

[00:15] – Why subscription revenue alone can’t support the massive cost of AI infrastructure
[01:23] – How AI is intercepting retail search behavior before shoppers ever reach a retailer’s site
[03:04] – The trust problem: what we fear when ads enter our most intimate digital spaces
[05:17] – The real economics of the internet and why advertising keeps it freely accessible
[07:00] – What “agentic advertising” actually is, and how it flips the traditional targeting model
[09:31] – Why conversational advertising could be more relevant (and less creepy) than legacy ad formats
[10:20] – The high-stakes implications for retail media when AI captures intent upstream

Links & Resources

• This article originally appeared in my column for The Drum on November 6, 2025 as Why the arrival of advertising in AI Search may not be the catastrophe many fear
• Brian O’Kelley, co-founder and CEO at Scope3, outlined the Ad Context Protocol (AdCP) in a Fast Company op-ed 
• Read my article Real Time Bidding: Retail Media's Savior Or Saboteur?
• Read my article How an RMN's tech stack impacts your advertising results
• Are you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register here
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

In this reprise episode, I’m bringing back one of the most timely conversations we can have as we gear up for 2026 conference season: getting on the damn stage. After so many of you resonated with my encouragement to apply for the damn award despite imposter syndrome, it felt like the perfect moment to revisit this message. Because the truth is no one cares about your future as much as you do, and if you’re waiting for permission to step forward, you’ll be waiting forever.

Whether you’re on the brand side navigating approvals, or on the solution-provider side navigating sponsorships, there are concrete strategies you can use to share your point of view, elevate your career, strengthen your partnerships, and make events infinitely more rewarding. I’m also revisiting insightful community comments from LinkedIn that expand the conversation in really meaningful ways. Let’s get you on that stage in 2026!

This episode is sponsored by Mirakl Ads

Timeline

[01:00] Why I’m bringing back this episode and how it connects to imposter syndrome.

[02:30] How brand-side leaders benefit personally and help their organizations by speaking publicly.

[03:45] The “Speaker” effect: how having that badge transforms your experience at events.

[05:30] How to navigate internal approvals, stick to your expertise, and decide when to go off-script responsibly.

[07:30] Why solution providers often have to “pay to play”, and why it can still be totally worth it.

[09:10] The power of original research as your ticket to the stage.

[09:55] Community insights on panels, real tactical content, and balancing restrictions with value.

Links & Resources

• Read my article Its conference season. Get yourself on the stage!
• Read my article Apply For The Damn Award
• Are you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register here
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

Last week at the Path to Purchase Institute LIVE conference, I heard something that most retail media networks probably don’t want to hear out loud: Mars has built a structured, data-driven investment matrix that decides exactly who gets budget and who doesn’t. In today’s episode, I’m breaking down what Mars revealed, why scorecards are becoming standard across major CPGs, and the uncomfortable truth hiding underneath all this new structure.

I dig into why even networks that “score well” may not see increased spend, the operational ceiling that keeps most brands locked into 5–6 RMN relationships, and the growing divide between top-tier retail media networks and everyone else. If you’re a retailer, a media buyer, or working inside an emerging RMN, this conversation will give you real insight into how budgets are actually allocated, and why the bar keeps getting harder to clear.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] Mars introduces its formal retail media investment matrix and scorecard approach.
[00:30] Mars evaluates RMNs on two dimensions: capabilities and commercial growth.
[01:29] ANA guidance urges brands to adopt structured scorecards for RMN evaluation.
[02:30] A senior retail media buyer explains why meeting capability requirements doesn’t guarantee spend.
[05:22] The four main reasons brands cap their RMN relationships begin with platform fragmentation.
[08:57] What mid-tier RMNs must do to break into the top six (drive displacement or offer superior capabilities)

Links & Resources

• Read my article How Alliances Could Solve Retail Media's Fragmentation Problem (Part 1)
• Read my article Best Buy Wants To Become An Ad Platform, Not Just Another RMN
• Read my article 3 New Developments In RTB (Real Time Bidding) For Retail Media
• Read my article Retail Media's Measurement Problem: It's Not Just the Retailers
• Read my article Managing a Multi-Retailer RMN Stack: The Operational Reality
• Read the ANA's Retail Media Internal Management Guidance
• Are you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register here
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

In today’s 'Snips' episode, I’m diving into one of the conversations that has been rattling around in my head for a while now. While listening to the Unpacking the Digital Shelf podcast with my friends Lauren Livak Gilbert, and Peter Crosby, I found myself nodding as their guest Natalija Pavic from Kibo Commerce unpacked the rise of agentic AI and AI shopping agents. She articulated (brilliantly, I might add) something that’s been quietly needling me: we’re not just adding AI to commerce… we’re watching the entire discovery layer slip out of retailers’ hands.

With my commentary, I explore what happens when consumers stop interacting with retailer websites and instead funnel their shopping journeys through conversational LLMs. From the loss of the “pane of glass”, to the real technical foundations retailers need (hint: your keyword search may actually be a liability), I break down why this shift matters, and what retailers must reconsider if they want to remain relevant. No doom and gloom here — but definitely a call to honest introspection and bold innovation.

This episode is sponsored by Mirakl Ads

Timeline

[00:30] – Why agentic AI isn’t just a feature — it’s actually replacing the interface layer
[01:15] – The “pane of glass” retailers optimized for decades may soon have a new owner
[02:24] – How agentic AI shifts the value of personalization engines
[03:09] – Why retailer control over discovery is evaporating
[04:15] – The need for retailers to rethink their unique value proposition
[06:19] – Natalia breaks down the technical reality: synonym search vs. vector search
[08:15] – Why launching shopper agents without vector search is “lipstick on a pig”
[09:15] – Natalia’s broader advice: innovate early, experiment often
[09:44] – My closing thoughts on curiosity, experimentation, and the shifting discovery layer

Links & Resources

• Listen to Natalija's full episode on Unpacking the Digital Shelf — The Path to Agentic Commerce Readiness, with Natalija Pavic, Senior Director Product Marketing at KIBO Commerce
• Subscribe to Unpacking the Digital Shelf
• Follow Natalija Pavic, Product Marketing Executive at Kibo Commerce on LinkedIn
• Read my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay Attention
• Read my article Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic Commerce
• Read my article 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 on LinkedIn

What is Unboxed, really? This week, I was in Nashville for Amazon’s signature advertising event — a showcase where the tech giant reveals its latest innovations in retail media, automation, and ad tech. After taking it all in (and chatting with a few familiar faces from the industry), I’m breaking down the key announcements, the unspoken messages, and what they mean for advertisers and partners moving forward.

In this episode, I unpack my biggest takeaways from Unboxed 2025. From Amazon’s relentless reinvention of its ad business to the curious silence around Rufus, and how new “agent” tools could both empower and threaten the partner ecosystem. If you’re navigating Amazon’s retail media landscape, this recap will give you the insights and context you need to understand where the company’s heading next.

This episode is sponsored by Mirakl Ads

Timeline

[00:01:36] - How Amazon keeps evolving its advertising tools, making them simpler, smarter, and more accessible to advertisers of all sizes.

[00:02:42] - Why brands like Advantice Health say Amazon’s ad console outpaces competitors by simplifying data visualization and actionability.

[00:04:10] - A look at Amazon’s “paranoid” culture of continuous innovation, and why that mindset fuels their dominance in retail media.

[00:04:15] - Amazon takes aim at The Trade Desk with lower DSP fees, while still protecting its own walled garden.

[00:06:06] - Why Amazon’s much-hyped AI assistant Rufus went unmentioned during Unboxed, and what that silence might signal about its real-world performance.

[00:08:45] - The return (and rebranding) of agencies and tech vendors as “partners”, and how Amazon’s new AI tools could reshape that dynamic.

[00:12:14] - Reflections on Amazon’s fine line between democratizing ad tools and competing with its own partners.

Links & Resources

• Read my article Amazon Unboxed 2025: Key Announcements & Takeaways for Brand Advertisers
• Read my article for The Drum, Amazon bets on 'crystal box' transparency in ads product upgrade
• Check out the ADOTAT piece Prime Predator: Amazon DSP Takes a Bite Out of The Trade Desk
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

In this episode, I share snippets of my recent livestream with Andreas Reiffen, CEO and co-Founder of Pentaleap, to unpack one of the most debated topics in retail media today — Real-Time Bidding (RTB). Once dismissed as a messy, low-quality relic of early programmatic advertising, RTB is now being reimagined as the key to unlocking retail media’s next phase of scalable growth.

Note: I encountered unfortunate technical difficulties during my livestream with Andreas, resulting in choppy video and audio. I've done my best to use palatable snippets in this podcast, but regardless the audio quality is not perfect, please accept my apologies.

Andreas shares why he believes RTB will soon connect fragmented retail media ecosystems, make it easier for brands to access budgets at scale, and even open the door to programmatic innovation in the B2B sector. We cover everything from onsite vs. offsite ad opportunities to how retailers can tap into new revenue streams while maintaining control over their inventory.

This episode is sponsored by Mirakl Ads

Timeline

[00:00:00] – Introducing the debate: Why RTB still carries baggage in retail media

[00:01:00] – How real-time bidding connects platforms like Google and The Trade Desk directly to retailer inventory

[00:02:00] – Andreas’s bold prediction for how much retail media could eventually run through RTB

[00:03:40] – Exploring whether RTB can expand beyond onsite ads to offsite display and video

[00:05:00] – How retailer-led ad networks are evolving with RTB at their core

[00:07:45] – The surprising role RTB could play in B2B commerce and professional buyer targeting

[00:10:00] – Segmenting audiences and optimizing bids for professional vs. consumer shoppers

[00:11:00] – Wrapping up: Why RTB might finally be ready to scale responsibly in retail media

Links & Resources

• Rather than linking to the livestream replay which has choppy audio, here's the transcript of our conversation - Real Time Bidding: Retail Media's Savior Or Saboteur?
• Follow Andreas Reiffen on LinkedIn
• Read my article Some Retailers Want to Power Other Retailers' Ad Businesses. Will It work?
• Read my article for The Drum Why the arrival of advertising in AI Search may not be the catastrophe many fear
• Read my article Best Buy Wants To Become An Ad Platform, Not Just Another RMN
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

I’m coming to you fresh from Amazon’s Unboxed event in Nashville, where Amazon dropped a wave of updates that show just how far their advertising ambitions are reaching. Beyond retail, beyond search, and even beyond reality itself!

In this episode, I unpack the biggest product launches and innovations revealed at the event including AI-powered campaign tools, creative automation for Prime Video, and Amazon’s intriguing new “Crystal Box” transparency positioning. I also share my early reactions and what these changes could mean for advertisers, agencies, and third-party software providers.

If you want to stay ahead of what’s next in Amazon Ads — from AI-native analytics to the future of full-funnel campaigns — this recap will bring you right inside the action at Unboxed.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Remembering the early days of Amazon Ads and reflecting on how far the platform has come.
[01:11] – Unified Campaign Manager – merging DSP and Sponsored Ads into one seamless platform for cross-format buying and measurement.
[02:30] – Ads Agent – Amazon’s new AI-powered campaign assistant that allows natural language queries, leveling the playing field for advertisers of all sizes.
[04:17] – Creative Agent – generative AI tools for display, audio, and video ads, with outputs now good enough for Prime Video inventory.
[07:30] – “Crystal Box” positioning – Amazon’s transparent alternative to the “black box” automation approach from Meta and Google.
[09:13] – Preview of full-funnel optimization campaigns coming in 2026, closing the loop between awareness and performance.
[10:00] – AI-native analytics – conversational data exploration within Amazon Marketing Cloud, no SQL skills required.
[10:45] – Final thoughts and teaser for my full column in The Drum on Amazon’s “Crystal Box” approach.

Links & Resources

• Find the link to my new article about transparency within Amazon's new ad ecosystem on my profile for The Drum
• Read my article Retail Media's Measurement Problem: It's Not Just the Retailers
• Read my article Managing a Multi-Retailer RMN Stack: The Operational Reality
• Are you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register here
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

I first met Molly Hjelm, Head of Retail Media at Ace Hardware, during a panel at the RMN Ascendant Event in Silicon Valley, and right away I was struck by her candor and data-driven mindset. In this episode, I share the highlights from our conversation that didn’t make it into my full profile piece for The Drum.

We dive into how Ace Hardware has intentionally taken its time entering retail media, what it means to integrate retail media into a merchant’s P&L, and how Molly’s pragmatic approach to data, partnerships, and culture is helping Ace build Red Vest Media the right way. From leveraging Epsilon as a transparent tech partner, to bringing print back into in-store media, Molly’s perspective challenges a lot of industry assumptions, and offers a refreshing blueprint for sustainable growth in retail media.

This episode is sponsored by Mirakl Ads

Timeline

[01:01] – The #1 theme: retail media should show up in the merchant’s P&L (not as a tax, but as a tool to hit business KPIs).

[02:07] – How data storytelling and reporting shifted internal conversations from “you’re cluttering my site with ads” to “let’s solve this problem together.”

[02:45] – Why Ace Hardware went all-in with Epsilon as a full-stack tech partner (and why transparency and simplicity matter to advertisers).

[04:39] – Red Vest Media’s unconventional start with print-based in-store media, and how independent Ace operators are already innovating locally.

[06:03] – Molly opens up about the toxic dynamic of unrealistic growth projections, and why breathing room to set your own targets is game-changing.

[07:12] – Wrapping up with Molly’s guiding principle: retail media should be a precision tool, not a revenue tax

Links & Resources

• Read my full Molly Hjelm profile for The Drum - Here’s how Ace Hardware is breaking down the silos between merchants and retail media teams
• How a former agency founder is pushing grocery retail media beyond sponsored product ads - Brian Monahan's 'Bloody Obvious' Bets Are Shaking Up Albertsons Media Collective - 
• Why rural America's 90 million shoppers represent retail media's next frontier - Inside Austin Leonard's Plan For Dollar General Media Network
• How category specialists can become infrastructure for the entire industry - Best Buy Wants To Become An Ad Platform, Not Just Another RMN
• Follow Molly Hjelm on LinkedIn
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn

A lot of brands are focused on Generative Engine Optimization (GEO) right now — making sure their products surface when consumers ask ChatGPT, Perplexity, or Claude for recommendations. That’s a great first step. But as I explain in this episode, the next frontier isn’t just about being found — it’s about being bought.

We’re entering an era where AI agents won’t just recommend products, they’ll actually complete transactions on behalf of consumers. And that’s where Agent Commerce Optimization (ACO) comes in. I walk through how ACO differs from GEO, what consumer brands need to know to prepare for agent-driven commerce, and what’s in your control (versus what’s in your retail partner’s hands).

If you’re a CPG brand selling primarily through retailers, this episode is for you. I’ll break down the nine-step ACO framework from Retailgentic and share actionable advice for how brands can start these crucial conversations with their retail partners today.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] - The rise of generative engine optimization (GEO) and why it’s only half the story
[01:34] - Introducing Agent Commerce Optimization (ACO) aka preparing for AI agents that buy on behalf of consumers
[02:12] - GEO vs. ACO: discovery versus transaction
[03:15] - Why CPG brands need retailers to open their sites to agent crawlability
[05:00] - The nine-step ACO framework — what’s in your control and what isn’t
[06:00] - Expanded attributes and contextual data: helping AI agents understand how and why products are used
[07:30] - Tracking product cards and digital shelf analytics for AI-driven search
[09:00] - How to collaborate with retailer partners to ensure your products are agent-ready
[09:56] - Where to learn more: Retailgentic ACO framework and other resources

Links & Resources

• Check out Scot Wingo's original Agentic Commerce Optimization (ACO) framework at Retailgentic
• Read the blog version of this podcast - Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic Commerce
• Subscribe to Retailgentic
• Read my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay Attention
• Read my article AI-Enabled Shopping Hits 74% Adoption
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Scot Wingo on LinkedIn
• Follow Kiri on LinkedIn

In this episode, I dive into one of the biggest questions facing retail media leaders today: how can retailers and brands adapt as AI-driven shopping agents and zero-click discovery start reshaping how consumers buy? With sponsored search revenue under pressure and growth slowing across the industry, it’s time to look at creative alternatives to the traditional onsite, offsite, and in-store ad models.

I spotlight three fascinating companies that are doing just that: Rokt, Swish, and Nift. Each of them is monetizing overlooked customer moments in fresh, high-impact ways, from post-purchase offers to AI-driven gifting experiences. These companies are turning everyday customer touchpoints into new opportunities for engagement, brand discovery, and long-term loyalty — proof that innovation still thrives even as the industry shifts beneath our feet.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Retail media’s new threat: how AI shopping agents and zero-click search are changing ad revenue dynamics.
[02:16] – Why 200+ retail media networks are all fighting for just 16% of ad dollars, and why differentiation is key.
[02:45] – Company #1: Rokt – Turning post-purchase moments into premium ad inventory.
[05:00] – Company #2: Swish – Treating the product itself as media through full-size sample placements in online grocery orders.
[06:45] – Company #3: Nift – “Gifting as acquisition” by using AI to match consumers with brand gifts after key customer actions.
[07:54] – Why these innovations could be more “AI-proof” than traditional retail media strategies.
[08:45] – My closing thoughts on the importance of thinking beyond ad slots to build meaningful brand-retailer partnerships.

Links & Resources

• My original article, Beyond Banner Ads: How Retailers Are Monetizing the Moments That Actually Matter was published in The Drum on October 21. Read the full piece for deeper analysis on why these approaches work now and what it means for mid-tier networks trying to escape the doom loop.
• Read the new research from eMarketer and Bain 
• Learn more about Rokt
• Learn more about Swish
• Learn more about Nift
• Read my article The Secret Hopes & Dreams of RMN Leaders
• Read my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Read my article 2 Ways Retailers Can Compete In An AI-Enabled Shopping Future
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn