In today’s episode, I dive into a surprising paradox in the retail media world. While nearly 9 out of 10 brands say a retailer’s tech stack influences how they allocate ad spend, most retailers are still treating their technology decisions like state secrets. From awkward RFP scenarios to brand-side frustrations, we explore why this secrecy exists and how it could be slowing the entire industry down.

I also unpack the results of a recent LinkedIn poll showing just how much brands and agencies care about transparency, share the four main reasons retailers keep things under wraps, and highlight one retailer that’s breaking the mold with refreshing openness. If you’ve ever wondered why retail media networks feel like a black box, and what needs to change, this episode is for you.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[0:45] - A surprising RFP story that shows how secretive retailers can be.

[2:30] - Poll results: why 88% of brands say tech transparency matters.

[4:15] - The four main reasons retailers hide their tech stack.

[7:25] - How tech opacity stifles programmatic buying and scalability.

[8:30] - A closer look at Home Depot’s transparent approach with Orange Apron Media.

[10:04] - The hidden costs of secrecy: stagnation, budget migration, and trust deficits.

[11:40] - Why transparency is now a competitive necessity in retail media.

Links & Resources

• Forbes article by Kiri Masters - Why Retail Media Networks Hide Their Tech Stacks From The Very Brands They Want To Attract
• Retail ad-tech stack LinkedIn poll results
• Forbes article by Kiri Masters - Why Real-Time Bidding Is Retail Media's Next Frontier
• Forbes article by Kiri Masters - Home Depot's Retail Media Chief Puts Suppliers At The Center
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn