Retail media has exploded in recent years, but is it already falling into a dangerous cycle? In this episode, I share highlights from a recent LinkedIn Live I hosted with Tom Limongello and Scott Messer  from The Middlemen podcast. We dove into why retailers are so secretive about their tech stacks, what that means for brand-side buyers, and whether this lack of transparency is slowing growth across the entire industry.

You’ll hear us explore the “retail media doom loop,” how initial revenue gains mask deeper challenges, and why media buyers are begging for clarity. If you’ve ever wondered what’s really happening behind the curtain of retail media networks (or why it matters for your brand) this conversation will connect the dots in a way that  might change how you think about the future of retail media advertising.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[01:18] - Why retailers keep their tech stacks so secretive
[02:00] - Breaking down the “retail media doom loop” and stalled growth
[03:15] - Where true incremental opportunities still exist
[04:28] - Are brands applying enough pressure on retailers to evolve?
[06:07] - Survey results: what 67 brand-side media buyers had to say
[07:30] - What buyers really want from retail media tech providers
[09:15] - Transparency vs. reality: what media buyers say vs. what they do

Links & Resources

• Watch the full Retail Media Tech Jam: The Middlemen X Retail Media Breakfast Club livestream replay on LinkedIn
• Listen to The Middlemen podcast
• Follow Tom Limongello on LinkedIn
• Follow Scott Messer on LinkedIn
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn