The retail media landscape is getting more crowded by the week. McDonald’s, Simon Property Group, Delta, and a growing list of other companies are launching commerce media businesses. But does the world actually need more retail media networks? In this episode, I share Matthew Fantazier’s latest ‘hot take’ on the explosion of commerce media and add my own perspective on the biggest question facing these new networks: who is this actually for?

I also dig into the rise of consumer-facing AI agents and what it could mean for advertising, commerce, and consumer trust. If AI agents start making purchases on our behalf, who gets paid, how will brands compete for those transactions, and could paid placement quietly become the next evolution of retail media? There are some big questions ahead, and I’m not convinced we’re ready for the answers.

This episode is sponsored by GrowthLoop

Timeline

[00:58] – Why the retail media network boom shows no signs of slowing down

[02:20] – The question every new commerce media business needs to answer: “Who is this for?”

[03:31] – Why brands may not want to add another 10 retail media networks to their media plans

[04:34] – The problem with retailers copying Amazon and Walmart instead of building on what makes them unique

[06:18] – What consumer-facing AI agents could mean for shopping and advertising

[09:15] – Who pays for AI agents — and why that question could transform retail media

[10:30] – Why paid rankings inside AI agents could create a major consumer trust problem

Links & Resources

• Today’s newsletter is contributed by Matthew Fantazier, Vice President, Data Partnerships at The Trade Desk. Matt’s newsletter, Matt’s Hot Take is one of my personal favorites. You can subscribe to it on LinkedIn or Substack. 
• Follow Matthew Fantazier on LinkedIn
• Here’s the links to the various ‘Hello World’ announcements from the various new retail media networks’ GMs on LinkedIn, if you want to see how they are crafting their USPs in real-time:
  • Chris Lindquist , VP/GM at McDonald’s Media Network
  • John Carlson, VP, Simon Property Group
  • Arvin Nuldloll, SVP Revenue and Audience Strategy at Citi
  • Keri Paison, MD & Head of Delta’s Media Network
• Read my related articles:
  • Some Retailers Want to Power Other Retailers’ Ad Businesses. Will It Work?
  • Retail Media’s Fermi Paradox
  • RMNs Have A Marketing Problem
• Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.
• I’m sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club’s daily newsletter
• Follow Kiri Masters on LinkedIn