Every publisher wants a bigger slice of ad revenue. In retail, that only happens if you can prove ads drive incremental sales, not just clicks.

In this conversation, I sit down with Danilo Tauro (ex–Global Director of Media, Tech & Data at Procter & Gamble; former Head of Product for Amazon Ads; ex–GM of Uber Eats Advertising; now Managing Partner at Cardigraphy AI) to unpack how retail media networks (RMNs) and commerce media networks (CMNs) really grow.

We cover:

The difference between retail media and commerce media – and why RMNs are a subset of CMNs

Where each model has the “right to win” and how to break through growth plateaus

The next wave: off-site, CTV, sponsorships, and data products

Why ROAS alone is a terrible North Star and how to think in terms of incrementality, margin, and LTV

How to build smarter data partnerships and clean room strategies

Build vs buy: where to differentiate, where to partner, and how to keep your stack modular

Where AI is actually being used today in retail and commerce media (creative, optimization, and beyond)

If you work on a retail media network, commerce media network, or you buy media from them, this is a deep dive into the strategies and trade-offs that will matter over the next few years.

I’m James Deaker, The Yield Doctor. I advise publishers, app developers, and ad tech companies on yield, pricing, and operations. If you’d like help applying these concepts to your business, feel free to reach out.