Today I’m tackling a big shift that’s got everyone buzzing in the world of retail media. The IAB has just redefined the landscape, moving us from “retail media” to the broader, bolder umbrella of “commerce media.” What does this really mean? Is it just a new name — or are there real implications for brands, budgets, and how we measure success?
In this episode, I break down the new IAB definition, share brand-side perspectives from leaders at Hanes, Monster Energy, and Advantis Health, and explore why commerce media could unlock bigger opportunities (and headaches) for marketers. And yes, I even ask the question: should I be rebranding this very podcast? Grab your coffee and let’s dive in.
This episode is sponsored by Connected Commerce at Acosta Group
Timeline
[0:00] - Launching the show as Retail Media Breakfast Club… but is it time for a name change?
[1:00] - Explaining the IAB’s new definition: what is commerce media really?
[2:08] - The six verticals under commerce media: from retail to travel, fintech, automotive, and beyond.
[3:25] - How budget sources might expand beyond trade to brand and performance dollars.
[4:23] - Why retail media still offers unmatched SKU-level attribution — and what other commerce media platforms lack.
[4:46] - Insights from Jason O'Toole at Hanes on reorganizing teams around connected commerce.
[5:30] - Ben Galvin from Monster Energy on testing non-retail platforms and the measurement challenge.
[6:36] - Ash McMullen from Advantis Health on first-party data’s rising importance for DTC brands.
[7:15] - My takeaway: beyond naming, brands are already thinking bigger — but pragmatism around ROI and data remains key.
Links & Resources
Amazon just dropped its Q2 2025 earnings—and the numbers sparked plenty of hot takes across the retail world. In this episode I distill the smartest analyst commentary into three can’t‑miss story lines: the unstoppable growth of Amazon Ads, the surprising resilience of its core retail engine, and how the company’s AI push might reshape shopping (for better or for noisier). Stick around to hear why paid media is becoming a non‑negotiable toll booth, how regional fulfillment hubs are juicing margins, and what tariffs—and talk of tariffs—really mean for sellers.
This episode is sponsored by Connected Commerce at Acosta Group
Timeline
Links & Resources
In this quick breakdown of my latest Forbes piece, I walk you through Walmart’s new four-part agentic AI roadmap—Sparky for shoppers, Marty for suppliers/advertisers, an Associate agent for store teams, and a Developer agent for internal builders. The headline? Walmart executives say Sparky’s multimodal interface will eventually make the classic search bar feel as ancient as the old Yahoo! directory days, fundamentally changing how we find and buy products
I also unpack why Walmart’s open-ecosystem gamble starkly contrasts Amazon’s walled-garden push with Rufus and Alexa—and how that sets the stage for true agent-to-agent commerce, where your personal AI haggles with Walmart’s systems on your behalf
Timeline of Highlights
Links & Resources
every new retailer needs its own game plan—copy‑pasting your Amazon playbook is a budget trap. In just ten minutes, three seasoned ecommerce leaders—Justin Bomberowitz, Director of E‑Commerce at WILDE Brands; Nemanja Lazić, MBA, E‑commerce Channel Manager at Zevia; and Simon Swan, Director of Digital Marketing & Media at Karo Healthcare—share the hard‑won tactics that spared their budgets and boosted returns when they pushed beyond Amazon.
You’ll learn why instinctively bidding on your Amazon winners can torch ROAS on Instacart, how to use low‑stakes auto campaigns to build early relevancy, and why every launch should start by asking “What’s the business objective?” before a single keyword goes live. Whether you’re plotting your first non‑Amazon rollout or trying to rescue one that’s stalled, these bite‑size lessons will set you up to win.
Timeline
🔗 Links
Display advertising in retail media is still in the dark ages. That’s because the tech and mechanisms it was built on were never designed for retailers in the first place.
In today’s ten-minute Retail Media Breakfast Club, I walk you through the real-world headache Macy’s faced when fragrance demand outstripped inventory while apparel inventory sat idle—and why fixed-price CPMs offered no way out. Drawing on Melanie Zimmerman’s recent Criteo essay, I unpack the disconnect between publisher-built display stacks and the unique commerce goals of retail media.
You’ll hear a lightning history of display advertising, learn how legacy tools like Google Ad Manager fall short for merchants, and explore the three pillars of a modern, retail-first display solution: dynamic auctions that reward relevance, full self-service controls for brands, and shoppable, retail-native formats that blend storytelling with performance. Grab your coffee and let’s get smarter together!
Timeline of Key Moments
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Welcome Back to Season 2!
I'm kicking off Season 2 with a personal update and a few exciting announcements about what’s ahead for the Retail Media Breakfast Club. After an unexpected twist involving a Green Card win, a year of digital nomad life, and a less-than-glamorous welcome back to the States, I’m finally settled and ready to dive back into the world of retail media. But before we return to regularly scheduled programming, I’m reflecting on the lessons learned, the realities of remote life, and why community has never mattered more.
In this episode, I’m sharing our wild reentry story—from rat-infested storage units to the joys (and chaos) of rebuilding home life from scratch. Plus, I’ve got some exciting updates to share: a new sponsor, local meetups in Atlanta, and a call for brand-side panelists for upcoming shows. If you’re part of the retail media world, you won’t want to miss what’s coming next.
Episode Timeline
[0:00] - Life update: winning the Green Card lottery and going nomad for a year
[1:00] - Parenting and remote work: a spreadsheet for world schooling and summer camps
[2:00] - The chaotic return home and a rat-infested storage nightmare
[3:00] - Reflecting on the grass-is-greener fallacy and longing for routine
[5:00] - The toll of loss and rebuilding life from scratch
[6:00] - The importance of community and what’s ahead for Retail Media Breakfast Club
[6:45] - Announcing the first podcast sponsor
[7:15] - Atlanta meetups are back—how to join
[7:45] - A call for brand-side panelists for upcoming themed discussions
Links & Resources
Connect with me on LinkedIn
Cannes is over, and so is Season 1 of Retail Media Breakfast Club.
Thank you for joining me for this experiment I started in January. After pushing near-daily content for 5 months, I’m taking break for the summer. I’ll be in Europe with my fam for a few weeks before heading back to Atlanta in mid-July.
Here’s what to expect from RMBC in the second half of the year.
Finally, thank you so much for joining me here. I know there’s a lot of podcasts and newsletters out there that you could be reading and listening to. Putting the best commentary out there for the most passionate people in retail is something I wake up really excited to do every day.
Have a great summer and see you on the other side.
🔗 Links
Day three at the Cannes Festival of Creativity brought some of the most insightful conversations yet! I sat down once again with Lauren Livak, Director at the Digital Shelf Institute, and Colin Lewis, an experienced retail media commentator, to unpack the day's highlights. From global retail media strategies to the role of ad tech and B2B innovation, this episode captures the evolving narrative of our industry in real time.
This conversation, originally recorded as part of Lauren's podcast Unpacking the Digital Shelf, dives into some of the most provocative insights we heard at the Miracle Cabana and beyond. If you're curious about what it takes to bridge the gap between media and marketing, how Amazon's leadership style is influencing retail innovation, or what "leaning into your uniqueness" means in the age of AI, this one's for you.
Episode Highlights:
[1:31] - Kicking off from the Mirakl Cabana with two standout research presentations, including BCG's perspective on scaling retail media globally
[2:07] - Why tapping into brand budgets is the real prize for retail media and the need for teams who can "speak brand"
[3:59] - The importance of cross-functional collaboration between retailers, brands, and tech providers
[5:02] - Colin's chat with Amazon Advertising's Steef de Wever and the growing necessity for marketers to understand ad tech
[5:56] - A deep dive into Nectar 360's new "Pollen" platform that could set the standard for end-to-end retail media integration
[7:00] - How Lowe's is leveraging marketplaces and retail media to grow their B2B segment
[8:00] - Reflecting on Andy Jassy's insight: "Speed is a leadership decision"
[9:43] - Celebrating the Women of Retail Media Collective and the power of leaning into what makes you different
[10:41] - Colin's memorable takeaway: discover what you "came from the factory with" and make it your superpower
Links & Resources:
Cannes Confessional 3
In today’s episode of Cannes Confessional, I had the pleasure of sitting down with Paul Longo, GM of AI in Ads at Microsoft Advertising. Microsoft was actually the first to embed ads within the native chat experience of an LLM, which gives them a front-row seat to the evolving future of advertising in AI.
Later, I dropped in on a compelling panel from the Women in Retail Media Collective event hosted by Criteo. Elisabeth Rommel of eBay delivered some powerful advice on leadership, navigating male-dominated executive teams, and knowing your own value. And to cap it all off, we hear a riveting snippet from Andy Jassy's acceptance speech as Cannes Media Person of the Year. He makes a persuasive case for speed and experimentation as cornerstones of innovation at scale. It's an energizing listen from start to finish.
Timeline Summary:
[00:00] - Kicking off the conversation with Paul Longo of Microsoft Advertising.
[01:00] - How Microsoft refreshed ads in Copilot and why emotional intelligence matters.
[01:53] - Real performance metrics: 73% higher CTRs and 33% faster customer journeys.
[02:43] - The evolving consumer journey: from funnel to tunnel.
[03:00] - Elisabeth Rommel of eBay on breaking through the noise and leading with data.
[04:27] - Advice on career empowerment and staying curious when you don't have a seat at the table.
[06:00] - Mission of the Women in Retail Media Collective: gender equity in industry voices.
[06:39] - Andy Jassy on how Amazon maintains startup agility and embraces smart risk-taking.
[08:29] - Final reflections on speed, leadership, and keeping up with the pace of change.
Links & Resources:
If this episode inspired or intrigued you, please don’t forget to rate, follow, and share Cannes Confessional. I’ll be back tomorrow with more insights and commentary straight from the Croisette!
In this episode, I dive into some fresh insights straight from the Cannes Festival of Creativity, where I caught a fascinating research presentation at the Mirakl Cabana. Partnering with Forrester, Mirakl unveiled a report titled “Are You Sitting on a Retail Media Goldmine?”—and let me tell you, the findings are eye-opening. From cultural shifts in retail to tapping into the overlooked mid- and long-tail advertisers, we cover the evolving retail media landscape and what it really means for brands and marketplaces.
I also touch on my participation in the inaugural “celebrity death match” debate alongside Colin Lewis and Andrew Lipman—a spicy and engaging alternative to the usual panel talk. If you’re looking to understand where retail media dollars are headed and how retailers can unlock new growth, this episode is one you won’t want to miss.
⏱️ Episode Timeline
[0:05] - Behind the scenes at Cannes: from Miracle’s Cabana to the celebrity debate showdown
[1:11] - Introducing Forrester and Miracle’s joint research on retail media opportunities
[1:32] - Nikhil Lai explains where retail media funding is currently coming from
[2:18] - The challenge for retailers: moving beyond existing trade budgets
[3:00] - Why small advertisers and marketplaces are a goldmine for growth
[3:36] - Cultural and technical barriers that prevent tapping into mid- and long-tail advertisers
[5:00] - What retailers need: better tech, easier onboarding, and proving retail media value
[6:00] - Final takeaway: marketplaces are the key to unlocking long-tail advertiser potential
I just landed in Cannes, and wow—talk about a tale of two coastlines! On one side, CMOs and creatives are tucked away in the Palais soaking up award glamour, while out on the Croisette the retail-media crowd is wheeling and dealing under beach umbrellas. That split sets the stage for a whirlwind first day where Amazon steals the creative spotlight, non-retail heavyweights crash the commerce-media party, and industry insiders debate whether trade budgets can keep up with retail media’s rocket-fuel growth. I even squeeze in a quick tease of my latest Forbes deep-dive on the DSP tug-of-war reshaping programmatic commerce.
Stick around—by the end of this confessional you’ll have fresh intel on everything from Marriott’s flashy boardwalk activation to the “publishing apocalypse” one founder says is barreling straight for commerce media. Let’s dive in!
Timeline Highlights
Links & Resources
After five months and over a hundred episodes, I take a moment to reflect on what this journey with the Retail Media Breakfast Club has taught me so far—and wow, it’s been a ride. In this episode, I share five key lessons from launching and sustaining this daily(ish) content experiment, and walk through the most popular (and surprising) episodes to date.
Whether you’re a long-time listener or just tuning in, this one’s a behind-the-scenes look at the wins, the pivots, and even a few honest flops. Plus, I make a special announcement about what’s coming next.
Episode Highlights
[0:00] - Launching the podcast and newsletter: why I started and who it’s for
[1:32] - Real talk: battling impostor syndrome and leaning into accessibility
[2:47] - The top three most downloaded episodes (and why they hit home)
[6:31] - Five big takeaways: from LinkedIn hacks to the power of podcast intimacy to video experiemnts
[11:00] - Podcast Announcement - what’s ahead
[12:14] - A heartfelt thank you—and a call for your ideas
The top-downloaded content from Retail Media Breakfast Club so far this year:
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f you’ve noticed fewer Google searches and more ChatGPT queries lately, you’re not imagining things—AI is changing how we shop. In this episode, I share my top takeaways from the new Retailgentic podcast and newsletter by Scot Wingo. From the rapid emergence of AI agents in commerce to the existential questions facing retailers, this episode is packed with game-changing insights you won’t want to miss.
We explore why it’s not too early to lean into agentic AI, how new checkout and payment rails could disrupt traditional e-commerce, and what it means for retail media networks when human traffic gets replaced by bots. Plus, I reflect on what the future might hold for retail websites—are they becoming obsolete, or evolving into something more powerful? Tune in as I break down what’s next in retail’s AI-powered evolution.
Episode Highlights
[0:35] - Why the first place we shop might soon be an AI agent, not a search engine or retailer site
[1:58] - Sctt Wingo’s perspective on riding the AI curve vs. being flattened by it
[3:10] - Are AI agents partners, channels, or parasites? Retailers must choose wisely
[5:55] - Agentic payments: will consumers really let AI shop for them?
[7:50] - The looming threat to retail media networks if bots replace human traffic
[10:00] - Will retail websites die or evolve into hyper-personalized shopping experiences?
Links & Resources
In today's episode I dive into the real-world ways top retail brands are using AI—not just the flashy stuff you read about, but the practical tools that are truly moving the needle. From AI-driven share of search insights to tools that dissect customer reviews and even create product videos, these aren’t future ideas—they’re game-changing strategies already in play.
I spoke with four seasoned pros from the retail media space—Simon Swan, Elizabeth Rivas, Danny Silverman, and Luiz Antunes Filho—to hear how their teams are integrating AI into their daily workflows. Whether it’s optimizing product listings based on review insights, streamlining content creation, or letting AI manage ROAS targets, their stories reveal how AI is becoming a must-have tool in retail marketing. If you’re looking to get inspired and stay competitive, you’ll want to hit play on this one.
⏱️ Episode Timeline Highlights
[1:20] - Simon Swan explains how “My Telescope” uses share of search data across platforms like Google, Amazon, and TikTok to optimize media strategies in real-time.
[3:07] - Elizabeth Rivas shares how AI is transforming customer review analysis and boosting conversion rates by up to 74%.
[5:40] - Danny Silverman breaks down his use of ChatGPT for content creation and SEO tools to boost organic performance.
[7:09] - Luiz Antunes Filho discusses AI-generated video content and campaign automation using tools like Pacvue inside Amazon’s PPC dashboard.
[8:14] - Luiz also highlights how setting target ROAS/CPA allows AI to fine-tune advertising results.
🔗 Links & Resources
Connect with today's guests
In this episode, I unpack some eye-opening contradictions in consumer behavior when it comes to retail media. Sure, surveys say a lot—67% of shoppers claim to notice retail ads, and many express preferences for personalization. But are those sentiments actually guiding their spending? Spoiler: not quite.
We explore why what people say often doesn’t match what they do, and why marketers need to be cautious about relying on sentiment alone. From shoppers getting annoyed by video ads they later find useful, to those wanting eco-friendly products they don’t end up buying, the data tells a more nuanced story. This is a candid dive into why performance metrics—not opinions—should be your North Star in retail media strategy.
⏱️ Timeline Summary
🔗 Links & Resources
In this episode, I dive deep into why the technology stack behind these networks isn’t just a backend concern—it’s the backbone of your campaign outcomes. From ad server speeds to reporting capabilities and everything in between, we’ll look at why brands and advertisers need to get curious (and even demanding) about the RMNs they partner with.
I’ll share how platforms like Amazon and Walmart dominate with vertically integrated stacks and what that means for the rest of the market. I also explore what retailers’ tech decisions mean for advertisers and offer some essential questions you should ask any RMN partner before signing on. If you’re trying to make smarter ad investments and maximize ROI in the evolving RMN space, this episode is for you.
Episode Highlights:
[0:27] - Key considerations when switching newsletter platforms and what they reveal about user and audience trade-offs
[1:07] - How RMNs have evolved from all-in-one solutions like Criteo to specialized, competitive ecosystems
[2:27] - Why advertisers now face a more complex but more customizable RMN landscape
[3:07] - A preview of 10 questions advertisers should ask RMN partners (see blog for full list!)
[4:01] - Why Amazon and Walmart’s seamless platforms are exceptions—and what to watch for with others
[5:00] - The real cost of slow ad servers and how it kills conversions
[6:00] - Workflow matters: why dashboards, APIs, and real-time data should be non-negotiables
[9:00] - Understanding inventory allocation: how it affects pricing and placement access
Links & Resources:
EMARKETER's bold projection—AI-powered search ads surging from $1B to over $25B by 2029—isn’t just hype. From structured product feeds in LLMs to Shopify’s latest catalog API, the foundations of conversational commerce are already reshaping the retail media landscape.
I unpack the key infrastructure shifts, consumer behavior trends, and strategic moves by giants like Walmart, Amazon, and Shopify. Plus, I dive into why attribution is about to get messier—and what that means for brands navigating AI search advertising. If you’re in media buying, eCommerce, or just curious about where digital ads are headed, this one’s for you.
Timeline Summary:
[0:26] - How live product feeds are being wired into AI systems
[1:09] - Shopify’s new catalog API and what it means for real-time shopping
[2:03] - The growth path from $1B to $25B in AI search ad spend
[3:01] - Adobe survey insights on how consumers are already using AI for shopping
[4:00] - Why Shopify metadata now acts as performance media
[5:00] - The different AI retail strategies: Walmart, Amazon, Shopify
[6:10] - The attribution headache: When chat starts the journey and merchant wallets close it
[8:00] - What brands need to do now to get ready for AI-driven search advertising
Links & further reading
Conference season is here, and with it comes the ever-present question from leadership: “Why should we approve this expense?” In today’s episode of the Retail Media Breakfast Club, I tackle that head-on with advice and stories straight from the front lines of retail media. Whether you’re booking your first trip to Cannes or opening your first conference app, you’ll find actionable tips to make every handshake, session, and badge count.
You’ll hear from seasoned pros like Brian Dudzunski (ex KIND snacks), Bree Keening (Wilton), Louis Antunes Filho (Organika), and Danny Silverman (Silverstream Consulting) as they share their strategies for maximizing ROI, creating intentional networking goals, and discovering emerging tech before your competitors do. Let’s dive into how you can turn these hectic days into high-value wins.
Episode Highlights:
🔗 Links
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If you're heading to Cannes, sign up for the "celebrity death match: retail media edition" event, with me, Colin Lewis and Andrew Lipsman!
This episode, I dive into Mary Meeker’s long-awaited return to the tech trend spotlight with her massive 340-page AI report. If you’ve followed her legendary internet trend decks over the years, you know she doesn’t pull punches. Her newest insights confirm what many of us have sensed: AI is not just another tech wave—it’s the defining shift of our era. But what does that mean for those of us in retail, brand marketing, or the agency world?
In this episode, I share the key highlights from Meeker’s report that matter most to our world. From the evolution of clumsy chatbots into advanced AI agents to the reimagining of global logistics and the workforce itself, I unpack the practical implications you need to know. Whether you’re skeptical, overwhelmed, or already on board with AI, this is your cheat sheet for staying ahead.
Episode Timeline Highlights
[0:28] - First impressions of the 340-page AI report: no surprises, but plenty of validation.
[1:36] - The end of basic chatbots and the rise of AI agents—what this means for retailers.
[2:38] - The need for integration with AI agent ecosystems like Google’s Agent-to-Agent and MCP.
[4:02] - Global AI adoption has shattered speed records—how this shapes consumer expectations.
[5:00] - AI is remaking marketing: 75% of CMOs are already experimenting with generative tools.
[5:57] - AI revolutionizing supply chains: from autonomous trucks to dynamic inventory systems.
[6:41] - The new AI-centric workforce: senior leaders managing fleets of agents, not people.
[7:29] - The 32% still offline are coming online—with AI, not browsers. Global markets are changing fast.
[9:18] - A final quote that hits home: you don’t have to predict the AI winners—just don’t be the laggard.
Links & Resources
Mary Meeker's 340 page annual trends report: 'Artificial Intelligence'
Why AI Search Advertising Could Reach $25 Billion by 2029 – Forbes article
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In this episode, I dive deep into the future of advertising and tackle a burning question in the world of retail media: Will Amazon follow Meta’s path into fully autonomous, AI-driven “black box” advertising? With Meta and Google making bold moves toward automation that minimizes advertiser control, I unpack how Amazon is responding—and whether it’s headed down the same road.
We explore what Mark Zuckerberg’s “no creative, no targeting, no measurement” vision really means, how Google’s Performance Max campaigns are evolving, and what makes Amazon’s approach stand out. You’ll hear insights from industry experts and consultants who weigh in on whether Amazon’s transparency and control will hold up in an AI-dominated future. Whether you’re a brand leader, agency strategist, or retail media nerd, this one’s for you.
🔍 Episode Highlights
[1:00] - Mark Zuckerberg’s radical vision for the future of advertising
[2:00] - How Google’s Performance Max campaigns reflect early “black box” adoption
[3:13] - Is Amazon going to follow Meta and Google’s lead?
[4:08] - How Amazon’s GenAI tools are shaping a “copilot” model, not a “closed cockpit”
[5:37] - The unique challenges Amazon faces with data restrictions and product-based ad creatives
[7:24] - Why auto campaigns for Amazon Search could signal a shift toward greater automation
[8:33] - Why trust, transparency, and independent measurement are key differentiators for Amazon
🔗 Links
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