LLM-Optimized Content Cache: www.nextipedia.com
AI-friendly mirror of www.nextipedia.com · 77 pages · 43,460 words · Updated April 15, 2026
Content
Homepage (1)
Main landing pages and site entry points
Retail media activated
Uncover monetization opportunities for your media operation with veteran guidance from industry pioneers, spanning ad-tech, media, retail and software.
Articles & Blog Posts (76)
Long-form content, blog posts, and editorial pieces
Connect your retail media ecosystem
Learn how we turn disconnected data, ad-tech, and retail operations into a connected ecosystem to maximize revenue opportunites.
Episodes from The Middlemen Podcast
The Middlemen Podcast features a variety of episodes focusing on the intersection of retail, publishing, and brand strategies. Key topics covered include the evolution of retail media, the role of data infrastructure in enhancing consumer journeys (as discussed by guests from Costco and PayPal), and advancements in in-store media and shopper marketing. Experts like Kiri Masters and Molly Hjelm provide insights into retail media frameworks and the need for retailers to evenly share marketing responsibilities with brands. Episodes also explore the impact of new technologies such as AI and programmatic advertising on the retail landscape. Overall, the podcast emphasizes the necessity for collaboration and innovation in retail media to remain competitive.
Latest Intel in Retail Media
Analysis, conversations, and signals shaping the retail media ecosystem. Explore insights driving the future of retail media.
Search results
No matching results were found for the search query.
sitemap-xml.html
The content primarily revolves around a series of podcasts and blog posts from Nextipedia focusing on retail media and its evolving landscape. Key topics include the integration of retail media with digital platforms, strategies for retailers, insights from industry experts, and trends affecting the commerce media ecosystem. Some episodes discuss specific business cases and technological advancements, emphasizing the necessity of orchestration in retail media and the need for retailers to adopt comprehensive strategies rather than relying solely on high-profile campaigns. The content underscores the importance of understanding the changing dynamics in consumer engagement and the role of data in optimizing retail strategies.
The Middlemen Blog
The Middlemen Blog focuses on significant trends in retail media and includes recaps of podcast episodes featuring industry leaders. Key topics discussed include the transition of retail media into orchestration, the transformation of digital platforms into storytelling avenues with contributions from Criteo, Kroger, and Amazon, and the strategic challenges faced by Kroger in comparison to Amazon and Walmart. The blog also emphasizes the importance of a cohesive strategy for retailers rather than relying solely on standout players. Lastly, there is a lighthearted comparison of retail media and CTV, suggesting their incompatible nature, while encouraging listeners to catch up on various podcast episodes available without paywalls.
The Middlemen Podcast
Insightful conversations about e-commerce, technology, and business growth with industry experts
🪄 Retail Media is already in its Orchestration Era
The article discusses the transition of retail media into the 'Orchestration Era', where the focus shifts from data ownership to effective data management and collaboration among agencies, retailers, and brands. Historically, retailers monopolized data access, leading to a fragmented ecosystem favoring only major brands. However, new partnerships are forming, enabling better access to onsite inventory and allowing agencies to use integrated marketing tools to streamline operations. Retailers like Albertsons are enhancing their capabilities by opening APIs for better outcome modeling, while Ahold Delhaize is shifting towards predictive targets. Measurement is emphasized as key to building trust in this evolving landscape, with companies like Circana working to unify marketing effectiveness and retail outcomes. Overall, this era aims to create a more interconnected and less siloed retail media environment.
https://www.nextipedia.com/middlemen-blog/retail-media-is-already-in-its-orchestration-era
A Colossal Misunderstanding?
The second episode of The Middlemen Podcast features hosts Tom Limongello and Todd Sawicki discussing the recent ad tech controversy involving Colossus SSP. They elucidate the technical nuances of cookies and ID bridging, addressing misconceptions that often fuel industry mistrust. By comparing supply-side platforms to real estate agents, they illustrate how operational hiccups can lead to ID mismatches, distinguishing them from fraudulent activities. The episode anticipates future trends in the digital advertising space, particularly as privacy regulations evolve and third-party cookies diminish, with a focus on the rise of retail media.
https://www.nextipedia.com/middlemen-episodes/middlemen-episode-2-colossus-ssp
Another Nike take, Teads-Outbrain, & Walmart Non-Endemic
In a recent episode of The Middlemen Podcast, hosts Tom Limongello and Todd Sawicki discuss key industry developments. They start by analyzing Nike's shift towards direct-to-consumer (DTC) sales, emphasizing the potential risks and effects on its brand and retail partnerships. The conversation moves to the Teads-Outbrain merger, with Todd providing insights on the strategic importance of achieving global scale and product complementarity. Finally, the hosts explore Walmart’s initiative to attract non-endemic advertisers through innovative in-store ad units, which could transform retail media and generate new revenue for the company. The episode addresses themes of disruption, competition, and the interplay between media, e-commerce, and advertising.
Are PLAs Enough? — Ari Paparo
Ari Paparo discusses the limitations of Product Listing Ads (PLAs) in a podcast focused on retail media advertising. He argues that while PLAs are technologically simple and help in SKU matching, they do not equate to a comprehensive advertising strategy as they lack personalization and identity matching. Paparo emphasizes the importance of log-level data for better ad performance and highlights the recurring attribution challenges faced by retail media networks (RMNs). He questions the necessity of ad servers in retail media, suggesting that RMNs may be repeating historical mistakes from the open web. The conversation provides insights into the evolving landscape of retail media and ad serving.
https://www.nextipedia.com/middlemen-episodes/are-plas-enough----ari-paparo
Beyond the Grid: Who’s Pushing Retail Media Into the Brand Era?
The article discusses the evolution of Retail Media, highlighting three key players: Criteo, Kroger, and Amazon, and their innovations in the sector. Criteo is revitalizing onsite display and video ads after previously lacking scale and creativity in Retail Media. Kroger is enhancing in-store experiences with branded digital signage and video content to create emotional connections, moving beyond traditional advertising methods. Amazon is scaling offsite video through their partnerships, leveraging first-party data and their extensive platform capabilities. The article emphasizes that Retail Media is maturing, creating a new landscape where brand budgets will increasingly align with innovative retailers, shifting focus from traditional methods to new opportunities for brand storytelling without requiring direct consumer engagement.
Bonus Episode - SLAP Happy!
In the bonus episode titled "SLAP Happy!" from The Middlemen podcast, hosts Tom Limongello and Todd Sawicki discuss the concept of 'SLAP' or Site List as a Product, initiated by The Trade Desk's announcement regarding their premium site list. The conversation highlights the importance of site lists in the ad tech landscape amid shifting audience targeting strategies. They humorously reference the industry's acronyms and include a Star Wars-themed visual to make their points. The episode addresses challenges in optimizing advertising campaigns, the necessity for transparency, and building publisher relationships in a post-cookie environment. Additionally, listeners are encouraged to watch or listen to the full episode on various platforms.
https://www.nextipedia.com/middlemen-episodes/middlemen-episode-4-ttd-slap
Building the One-Stop Ad Shop: Bobby Watts, Ahold Delhaize USA
Bobby Watts, Head of AD Retail Media USA at Ahold Delhaize, discusses the development of an AI-driven, omni-channel retail media platform known as the 'One-Stop Ad Shop.' This platform aims to integrate onsite, in-store, and offsite advertising, with the rollout of their new ad-tech foundation, Edge, expected in early 2026. Key topics include the transition from outsourced ad solutions to in-house capabilities, the importance of real-time and predictive audience targeting, and the future implications of AI in media planning for grocery retail. The conversation emphasizes the necessity of aligning technology, merchandising, loyalty, and creative strategies to optimize retail media effectiveness.
Can Financial Media Networks aggregate retailers? Tom Burgess, Snipp
In a recent episode of The Middlemen Podcast, hosts Tom Limongello and Todd Sawicki interview Tom Burgess, President of Snipp Interactive, about the evolution of financial media networks in retail. The discussion spans historical developments, particularly the UK’s Tesco Clubcard and the US’s Durbin Amendment, which shifted funding for grocery loyalty programs from banks to Consumer Packaged Goods (CPGs). Burgess articulates how Financial Media Networks can transform grocery loyalty and improve marketing by connecting banks with SKU-level data, enhancing targeted consumer offers. The podcast addresses the need for standardization within the industry and the challenges of managing an overly fragmented retail media landscape.
CES + NRF 2026: How In-Store Retail Media Is Changing
This article discusses the evolution of in-store retail media as observed during CES and NRF 2026. Key points include: 1. **Retail Media Growth**: CES showcases the maturity and scaling opportunities in retail media, exemplified by major retailers like Walmart and Albertsons emphasizing incrementality and measurement approaches. 2. **Varied Approaches**: NRF highlights the diversity of in-store media strategies among retailers, indicating that not all should emulate the largest players; this includes different technologies and setups tailored to specific retail constraints. 3. **Challenges with Early Approaches**: Previous highly customized retail media experiences were often too complex and costly, leading to caution among retailers about shopper experience and privacy concerns. 4. **Simplicity is Key**: Effective in-store media often prioritizes placement, context, and creative quality over advanced technology. 5. **Measurement and Future Directions**: While some measurement and sensing technologies are still developing, they indicate potential future advancements in in-store retail media strategies, emphasizing the balance between engagement and shopper flow.
https://www.nextipedia.com/middlemen-episodes/ces-nrf-2026-how-in-store-retail-media-is-changing
Commerce Media is a Layer (Not a Channel) — Conor McKenna, Luma Partners
The podcast episode features Conor McKenna from Luma Partners discussing the evolution of commerce media, distinguishing it as a layer rather than just a channel. Key points include the current state of retail media in its early phase, moving towards a performance-focused system. McKenna notes that industry progress is slowed by disillusionment and operational challenges, emphasizing the need for standardization and efficiency. He highlights the importance of a shift from sales-led to performance media, drawing parallels to successful platforms like Google and Amazon. The conversation also covers the challenges in measurement due to privacy concerns and the rise of probabilistic approaches facilitated by AI. For future strategies, McKenna advocates for unified data, streamlined workflows, and predictable optimization processes.
Costco Retail Media Comes to Google — Mark Williamson
Costco is expanding its retail media presence into Google Shopping, enabling brand partners to advertise products sold through Costco. This strategic move focuses on aligning data infrastructure to connect offsite demand with inventory and sales, ultimately enhancing visibility at the beginning of the consumer journey. Key topics discussed include the differentiation between Costco's approach and brands independently purchasing search ads, challenges faced by offsite retail media, and the importance of data connections in high-intent shopping situations. The conversation is framed around the significance of being 'available' to consumers during their purchasing decisions, particularly for high-consideration products.
https://www.nextipedia.com/middlemen-episodes/costco-retail-media-comes-to-google----mark-williamson
Creative is Half the Battle, Matt Krepsik, MediaRadar
In the episode of 'Creative is Half the Battle', Matt Krepsik, CEO of MediaRadar, discusses the significance of creativity in advertising success and how a data-driven approach is transforming the industry. He highlights MediaRadar’s comprehensive database that tracks over 300 attributes of millions of ad creatives, which assists advertisers in understanding spending trends and industry dynamics. The conversation also addresses challenges in retail media, the lack of true media assets in some networks, and how MediaRadar helps brands build effective native ad inventory. Additionally, Matt touches on the revival of ad networks, co-op advertising, and the role of AI in creative development, showcasing the importance of proprietary datasets for future advancements. The episode serves as a resource for marketers, publishers, and agency leaders interested in the future landscape of advertising.
https://www.nextipedia.com/middlemen-episodes/creative-is-half-the-battle-matt-krepsik-mediaradar
Creators are coming to Retail Media - Obviously's Mae Karwowski
Mae Karwowski, founder of Obviously, discusses the transformation of retail media through the creator economy. She reflects on her journey from the early days of influencer marketing to leading a sophisticated agency now acquired by WPP and collaborating with Walmart Connect. The podcast emphasizes the evolution of creators into savvy entrepreneurs, how brands are utilizing creator content for performance, and the role of data analytics in crafting personalized marketing strategies. Karwowski highlights challenges and opportunities for brands on platforms like TikTok Shop and the convergence of retail media and influencer marketing as a game changer for digital marketing.
Criteo's Long Game - Sherry Smith
Sherry Smith, Managing Director of the Americas at Criteo, discusses the distinction between commerce media and retail media, emphasizing the challenges in the fragmented retail and commerce media landscape. She highlights the industry's need for fewer dashboards and more actionable insights, as well as the evolving role of retailers as publishers. Smith elaborates on Criteo's transition from managed service to self-service, its unique position within the commerce ecosystem, and the company's use of AI for improved client outcomes. Key topics include the challenges of fragmentation, the demand for simplicity in media buying, and the future of commerce media.
https://www.nextipedia.com/middlemen-episodes/criteos-long-game---sherry-smith
Do You Know Your Reach Rate? Joe Dressler of Adform
Joe Dressler, an ad tech veteran at Adform, discusses the current landscape of ad tech and retail media on The Middlemen Podcast. The conversation covers key topics such as audience measurement challenges, the rise of curation in advertising, and the importance of accurate reach rates. Dressler reflects on his transition from Quotient to Adform and emphasizes the need for brands to reassess their audience data and measurement strategies. The episode highlights the difficulties of scaling retail media, in-housing technology, and the strategic decisions influencing market leaders. It aims to provide insights for both industry professionals and casual listeners interested in digital advertising trends.
https://www.nextipedia.com/middlemen-episodes/do-you-know-your-reach-rate-joe-dressler-of-adform
Does Grocery Search Actually Work? Blutag's Shilp Agarwal & Clive Humby on Gen AI Search
The Middlemen Podcast episode titled "Does Grocery Search Actually Work?" features hosts Tom Limongello and Todd Sawicki discussing the advancements in grocery shopping through generative AI and conversational search. Guests Shilp Agarwal (CEO of Blutag) and Clive Humby (co-founder of DunnHumby) highlight the limitations of traditional search methods in complex tasks like meal planning and how AI can enhance the shopping experience. They emphasize Blutag's proprietary retail language model that offers accurate, relevant results, and explore the importance of data, visual, and voice interfaces in retail. The episode includes a demo of Blutag's AI assistant, showcasing features like recipe generation and personalized recommendations aimed at improving consumer convenience and retailer conversions.
Doing More with Less - Austin Leonard, Dollar General Media Network
Austin Leonard from Dollar General Media Network discusses the retailer's development of an investment-grade retail media network, emphasizing its national scale and omnichannel identity. Dollar General, operating over 20,000 stores in 48 states, services diverse customer groups, from traditional shoppers to a growing digital audience using delivery apps. Leonard highlights how the company established a modern identity and measurement foundation despite low loyalty rates, collaborating with partners to enhance attribution and media effectiveness. This forward-thinking approach to retail media positions Dollar General as a leader in connecting in-store behavior with digital marketing, showcasing a model for efficiency and innovation in the sector.
Don't Overthink In-Store Retail Media - Marlow Nickell, Grocery TV
In a recent episode of the Middlemen Podcast, Marlow Nickell, CEO of Grocery TV, discusses the significance of simplicity in in-store retail media. He argues that high-tech solutions often complicate real-world adoption, advocating instead for scalable strategies like effective digital signage. Key insights include the value of utilizing the physical shopping environment—drawing on high dwell times and strategic placement at touchpoints like entrances and checkout areas. The podcast also addresses challenges in retailer adoption, emphasizing the need for authentic creative messaging and the potential future of media in retail that focuses on simplicity and context.
EPISODE
The podcast episode features Dave Johnson, the CEO of Thrasio, a company that rapidly grew by acquiring over 200 Amazon-based brands with four billion dollars in funding. The discussion highlights Thrasio's transformative journey, which included emerging from bankruptcy and restructuring its operations to improve efficiency after facing significant challenges integrating various brands. Johnson shares insights on Thrasio's new strategy focused on brand growth, leveraging digital-first advantages, and the complexities of navigating the retail landscape. The conversation also explores the role of influencers in marketing strategies, how retailers perceive digital-native brands, and the potential for insurgent brands to thrive in both online and traditional retail environments.
Friendship with Meta is Priceless - Carlos Garcia, Meta CPG Director
Carlos Garcia, Meta CPG Director, discusses the partnership between Meta and consumer packaged goods (CPG) brands, highlighting the evolution of retail media networks (RMNs) and their impact on omnichannel marketing. Garcia dispels myths about Meta, underscoring similarities between traditional and digital media in strategy and measurement. He explains the rise of 'lo-fi' content and its effectiveness, and covers attribution methods for campaign optimization in 2024. The conversation emphasizes Meta's role as a partner in retail media, exploring innovations such as Shops Ads and social commerce that shape the future for brands and retailers.
From Amazon Evangelist to the Omnichannel Future of Retail Media - Jeff Cohen, Skai
Jeff Cohen, former Amazon Ads evangelist and now Chief Business Officer at Skai, discusses the evolution of retail media in the latest episode of 'The Middlemen'. He emphasizes the transition from a focus on Amazon's keyword strategy to a future where omnichannel strategies are crucial for growth. Brands like Poppi and Liquid IV, which thrived on Amazon, now need to adapt to new methods emphasizing smarter channel connections. The episode highlights a shift in the retail media landscape, predicting non-Amazon channels will grow from approximately 15% to 50% of market share. This conversation is essential for brands, retailers, and ad-tech operators looking to navigate the changing environment in retail media.
From Casual to Causal: Proving In-Store Works with Liz Roche of Albertsons
The article discusses Liz Roche from Albertsons Companies and their approach to in-store retail media, emphasizing the shift from pilot programs to scalable operations. It highlights the challenge of measurement in traditional in-store advertising, which has relied on ad plays rather than actual visibility. Albertsons is implementing a strategy that focuses on validated impressions linked to real shopping behavior, improving ad alignment with foot traffic and enhancing inventory management. The discussion stresses the importance of building a sustainable operating model that guarantees consistent performance across hundreds of stores, prioritizing reliable measurement standards over mere screen placement. This approach helps brands understand the causal effects of in-store media, making it a pivotal resource for future marketing strategies.
History of Retail Media 4, dunnhumby edit - Peter Bond of the CPG Guys
In the latest episode of The Middlemen Podcast, Peter Bond from the CPG Guys discusses the evolution of retail media and the pivotal role of loyalty data, highlighting dunnhumby's partnership with Kroger. The conversation covers the transition from early direct mail campaigns to modern personalized marketing strategies fueled by data-driven insights. Key points include the foundational importance of loyalty data in crafting effective marketing approaches, the challenges faced in 1990s data collection, and the innovations that arose from these limitations. Additionally, the episode examines the dynamics of the retail landscape, including the implications of the failed Kroger-Albertsons merger and the competitive strategies of major players like Walmart and Amazon. Listeners gain insights into the significance of customer behavior understanding and the future of retail marketing.
Holiday End Cap
In the final episode of the year, the hosts reflect on 35 conversations in retail media. Key themes include the importance of merchandising, the breakdown of performance retail media, the resurgence of managed service models, the discipline enforced by in-store media, and the significance of federation and standards for scaling. The episode emphasizes synthesis over predictions, recounts the show's evolution and future plans for more on-site recordings, and includes a lighthearted moment regarding one host's new cat. Overall, it serves as a recap of valuable insights gained throughout the year.
https://www.nextipedia.com/middlemen-episodes/holiday-end-cap
Horizon Built a Multi-Retailer Ad Platform? Dr. Ram Singh of Night Market
Dr. Ram Singh, Chief Data Officer at Night Market, discusses the NEON platform developed by Horizon Media for multi-retailer ad buying. The platform addresses challenges faced by agencies in managing fragmented campaigns and helps optimize budgets, measure incremental ROI, and transition from isolated processes. The conversation highlights the importance of standardized analytics and the ongoing shift of ad spending towards retail media, indicating a more integrated and agency-driven future. NEON’s neutral approach is being embraced by various clients, unveiling new opportunities for both endemic and non-endemic advertisers.
How Cool CPG Brands Buy Retail Media with Eleanor Hayden
Eleanor Hayden, an expert in retail media, discusses effective strategies for indie CPG brands on The Middlemen Podcast. She emphasizes the shift from traditional shopper marketing to integrated approaches combining in-store and digital media. Key points include the importance of hands-on campaign management, a typical revenue investment of 2-4% in retail media, challenges with attribution models, and the role of evolving platforms. Listeners gain insights into maximizing ROI, direct platform engagement, and the future trajectory of retail media.
In-Store Media brings a veteran to the plate, Sean Cheyney, Vistar Media
In this episode of The Middlemen Podcast, co-hosts Tom Limongello and Todd Sawicki speak with Sean Cheyney, the new Head of Retail Media at Vistar Media. They discuss Vistar's recent acquisition by T-Mobile and its implications for in-store advertising, emphasizing the importance of integrating in-store media with retail strategies. Sean highlights the need for education and infrastructure to maximize the impact of in-store advertising, addressing key performance indicators like foot traffic and customer experience. The conversation also covers collaboration among retail and media teams, alongside discussions of major industry events such as Ascendant and ShopTalk, marking this episode as the conclusion of a four-part series on the future of in-store retail media.
In-Store Retail Media with Trevor Sumner of Raydiant
In the episode of The Middlemen Podcast, Trevor Sumner from Raydiant discusses the evolution of in-store retail media, highlighting its transformation from basic digital screens to advanced, data-driven displays integrated into retail spaces. Key examples include successful campaigns for Jo Malone and Unilever's Dove that showcase the use of technology for providing product information and personalized offers. Sumner addresses the challenges retailers face, such as data accessibility and monetization, and how innovations like retail media networks, computer vision, and programmatic advertising are addressing these issues, making in-store media a profitable channel for all retail sizes. He emphasizes the necessity for retailers to view themselves as media platforms, indicating a shift in the retail landscape where in-store media serves as a significant revenue driver.
https://www.nextipedia.com/middlemen-episodes/in-store-retail-media-with-trevor-sumner-of-raydiant
Keith Bryan on launching BestBuy's RMN & why Retailers will buy Publishers
Keith Bryan discusses the launch of Best Buy's Retail Media Network (RMN) in an episode of The Middlemen podcast. He outlines the challenges and strategies involved in creating media networks in retail environments, emphasizing the need for merchants to be central to retail media strategies. Key topics include the integration of first-party data, the significance of engaging content experiences for shoppers, and the potential trend of retailers acquiring publishers to enhance customer journeys. The episode serves as a critical insight for those in digital media, retail, and publishing, highlighting evolving strategies and partnerships that may shape the future of commerce.
Kevel's James Avery - Retail Media is just the perfect native ad
The podcast episode features James Avery, CEO of Kevel, discussing the evolution of native advertising and its integration into retail media. Starting as Adzerk, Kevel has transitioned into a platform that powers retail media networks. The conversation highlights native ads' initial struggles in traditional media and their revival in retail, driven by better targeting and server-side ad serving. The growth of retail media, especially during the pandemic, is linked to retailers' attempts to replicate Amazon's monetization strategies. Challenges faced by smaller retailers and the importance of API-driven platforms are also emphasized, along with industry trends like consolidation and the future of omnichannel retail media.
Kroger at the Krossroads
The article discusses Kroger's recent CEO change amid challenges stemming from a costly breakup fee with Albertsons. It examines the competitive landscape versus Walmart, noting that both retailers lack the scale of their larger competitor. The content explores two strategic paths for Kroger: adopting an Amazon-like marketplace model focusing on data-driven retail media or imitating Walmart's data ownership approach. The Amazon model relies heavily on data sharing and unique product selections, while Walmart leverages its customer data for brand insights. The author questions whether Kroger should prioritize omnichannel strategies like Walmart or continue its current methods. The article also highlights potential impacts on brands, particularly regarding their reliance on data aggregators and the challenges faced by emerging brands in traditional retail settings.
https://www.nextipedia.com/middlemen-blog/kroger-at-the-krossroads
Kroger’s Big Screen Moment - Christine Foster
Kroger has partnered with Barrows to innovate in-store media, focusing on experiential design and digital integration to enhance the shopping experience. In a podcast featuring Christine Foster, SVP of Commercial Strategy & Operations at Kroger Precision Media, key topics include transforming stores into experiential spaces inspired by Disney, utilizing loyalty data for personalized brand storytelling, and the launch of a Fresh Content Studio in collaboration with Roku. The discussion highlights the evolution of retail media, the importance of first-party data, and future trends in omnichannel marketing. This initiative sets a new standard for customer engagement in the retail industry.
https://www.nextipedia.com/middlemen-episodes/krogers-big-screen-moment---christine-foster
Lean Back, We Got This: Marcus Pratt on Agencies and Offsite Retail Media
The Middlemen Podcast features Marcus Pratt, SVP at Mediasmith, discussing the evolution of off-site retail media. He highlights the adaptation of agencies to higher-funnel channels like Connected TV and the challenges in measurement. Key topics include shortcomings of traditional shopper marketing metrics, the importance of incrementality and media mix modeling, and the strategic role of agencies in enhancing brand success. The episode comprises several chapters covering Pratt's background, measurement challenges, technical complexities, and future trends in retail media.
Marc Walkin of QSIC - High Fidelity for Every Aisle
Marc Walkin, CMO of QSIC, discusses the evolution of in-store audio as a potent, data-driven retail media platform on The Middlemen Podcast. QSIC, founded by AV enthusiasts in Australia, transforms traditional audio services into dynamic marketing tools using real-time POS data and AI for targeted ads. Walkin emphasizes the integration of in-store audio with digital strategies, citing convenience stores like 7-Eleven as innovators in this space. He highlights the growing need for holistic measurement and coordinated marketing efforts in retail media to enhance effectiveness and accessibility.
https://www.nextipedia.com/middlemen-episodes/marc-walkin-of-qsic---high-fidelity-for-every-aisle
Mastering the four corners of Retail Media with Kiri Masters
Kiri Masters discusses the four corners of retail media—brands, retailers, tech providers, and media buyers—in a LinkedIn Live episode with Tom Limongello and Scott Messer. The conversation highlights the industry's misalignment, with many players operating in MarTech rather than ad tech, and discusses issues such as reliance on trade dollars for growth and the limitations of ROAS metrics. This episode serves as a crucial guide for those involved in retail media, focusing on key changes needed for industry maturation.
Neuralift's Jonathan Mendez - ok you have a CDP, so what?
In a recent episode of The Middlemen Podcast, Jonathan Mendez discusses the evolution of customer data platforms (CDPs) and his experience in online advertising. He highlights the shift from third-party to first-party data and the challenges brands face in extracting actionable insights from their data. Mendez explains how his company, Neuralift, uses AI to automate customer segmentation and enhance marketing strategies, aiming to unlock the value of significant data investments. The episode focuses on the limitations of traditional CDPs and emphasizes the benefits of AI in improving marketing outcomes.
https://www.nextipedia.com/middlemen-episodes/neuralifts-jonathan-mendez---ok-you-have-a-cdp-so-what
Nielsen IQ's Xavier Facon - Stop inventing tech & put the puzzle pieces together
Xavier Facon, SVP of Retail Products at NielsenIQ, discusses the potential of retail media in an episode of The Middlemen podcast. He emphasizes that existing technology can be effectively utilized by integrating fragmented data systems. Facon advises retailers to engage skilled media professionals and foster collaboration between retailers and brands. He highlights the shift towards retailer-centric models and the necessity of a cohesive approach to data and technology for sustainable growth, providing actionable insights for both seasoned and new entrants in retail.
Orchestration Is Much More Than We Think - Drew Cashmore, Vantage
Drew Cashmore, CSO at Vantage, discusses the critical concept of 'orchestration' in retail media on _The Middlemen Podcast_. He highlights that successful retail media relies on two main tracks: 'The Plumbing,' which encompasses the technological infrastructure that connects various systems and data, and 'The Collaboration,' which involves alignment among brands, marketers, and retail teams towards common goals. Cashmore stresses the importance of orchestration for retailers, arguing that those who effectively integrate trade, media, and merchandising will outperform competitors like Amazon, primarily through better alignment rather than just advanced advertising technology. Key topics include the complexity of current retail systems, the impact of trade budgets on retail media, and the evolving roles of agencies.
Parking Lots & AI Recipes: Shopper Marketing's Future with Josh Ginsberg
Josh Ginsberg from Breaktime Media discusses the evolution of shopper marketing on The Middlemen Podcast. He highlights a shift from traditional promotions to immersive, AI-driven brand experiences, illustrated by examples like Walmart parking lot BBQs and AI-generated recipes. The conversation covers the rebirth of experiential marketing, the merging of brand and shopper marketing, and the emergence of retail media networks as content hubs. Ginsberg emphasizes the importance of creating personalized, engaging content accessible to consumers in various settings. He asserts that generative AI will play a crucial role in future retail media innovation, promoting meaningful interactions between brands and consumers.
Permission to Measure Outcomes Across Retailers – Ben Kartzman, Attain
In this podcast episode, Ben Kartzman, COO of Attain, discusses the company's approach to collecting permissioned data from apps used by 10 million consumers. He emphasizes bridging the gap between retailers and publishers through first-party data, addressing the shift from third-party to first-party data, and the challenges faced by non-online retailers. Key topics include the importance of contextual partnerships in local media, measuring campaign effectiveness in real time, and the value of consumer consent in the evolving retail media landscape. The conversation provides insights into innovative strategies in data-driven marketing and the entrepreneurial spirit at Attain.
Programmatic Finds a Way - Koddi's Harsh Jiandani
The episode features Harsh Jiandani, President and Chief Commercial Officer at Koddi, discussing the evolving field of programmatic retail media. Key topics include the challenges faced, the integration of AI, and the necessity of identity resolution for cross-retailer opportunities. Jiandani emphasizes Koddi's flexible approach and its role in bridging traditional retail media and broader commerce media, transitioning from keyword-based to SKU-based targeting. The conversation highlights the importance of unified buying platforms and how technology and collaboration are reshaping the retail media landscape, aiming to solve fragmentation and create seamless buying experiences.
https://www.nextipedia.com/middlemen-episodes/programmatic-finds-a-way---koddis-harsh-jiandani
Putting Retail Media and CTV together is like forcing the marriage of Taylor Swift and Travis Kelce…it wouldn't last two years
The article discusses the challenges and limitations of integrating Retail Media with Connected TV (CTV) advertising, comparing the relationship to a fleeting celebrity marriage. While Retail Media holds valuable first-party data that can predict buying patterns, its effectiveness is primarily for driving sales within retailers rather than for widespread brand awareness campaigns on CTV. Using expensive Retail Media data on a broad CTV platform can dilute effectiveness and lead to low return on ad spend (ROAS). The author emphasizes the need to assess campaign goals and costs critically, especially when high CPMs in CTV lead to potential negative ROAS. Different data sources, including first-party Retailer Data and third-party Consumer Savings and Retail Aggregator Data, offer varying benefits and price points, yet nothing matches Retail Media's precision for bottom-of-the-funnel conversions. Overall, while there is potential for a successful partnership between Retail Media and CTV, achieving this requires careful consideration of data usage and campaign strategy.
Retail Fluency - Claudia Johnson - Flywheel Commerce Network
In a recent episode of The Middlemen Podcast, Claudia Johnson, Tech Advisor at Flywheel Commerce Network, discusses the vital concept of retail fluency in today's fragmented commerce landscape. She draws from her experiences at Target and Kimberly Clark to emphasize the blurring lines between shopper marketing, retail media, and marketplaces. Key points include the shifting power dynamics between brands and retailers, challenges in measurement and attribution, and the necessity for brands to invest in retail fluency to remain competitive. Johnson advocates for better measurement practices and encourages brands to stay curious amidst ongoing changes in the retail ecosystem.
Retail Media in Warehouse Mode - Costco's Mark Williamson
Mark Williamson, AVP of Retail Media at Costco, discusses the company's focus on a member-first approach, emphasizing the importance of value and long-term relationships over immediate advertising revenue. He highlights the role of the retail media 'growth team' in supporting the merchant organization and enhancing the in-store shopping experience, which is characterized by product discovery through tools like the Costco app's 'warehouse mode.' The conversation also addresses the challenges and prospects of in-store media, the alignment of retail media with merchandising strategies, and insights important for technology vendors and brands aiming to collaborate with Costco. Key points include the significance of top-line sales, the unique membership model, and the implications for personalized retail media.
Retail Media Isn’t Performance Yet — Jon Flugstad of Moloco
Jon Flugstad, VP of Commerce Media at Moloco, discusses on The Middlemen Podcast how retail media networks have not yet achieved the performance potential despite having access to first-party data and audiences. Key topics include the limitations of data in driving outcomes, Moloco's machine-learning integrated ad server inspired by YouTube, and the transition retailers must make from selling impressions to optimizing predictions. The episode covers various aspects of retail media evolution, AI use cases, and the challenges retailers face in the current market landscape.
Retail Media Must Be Planned, Not Allocated — Brian Monahan - Albertsons Media Collective
Brian Monahan, SVP of Albertsons Media Collective, emphasizes the need for strategic planning over simple allocation in retail media during a discussion on The Middlemen podcast. He argues for a shift towards audience-based planning rather than traditional metrics like gross merchandise value (GMV). The conversation highlights how retailers can transform stores into effective media platforms, enhancing the link between marketing and media measurement. Monahan's insights signal a broader evolution in retail advertising strategies, aiming at a comprehensive approach to audience engagement.
Retail Media Series Part 3 -The Oracle
In the final episode of their three-part series, Tom Limongello and Todd Sawicki analyze the future of retail media, focusing on the implications of Oracle's advertising business shutdown. The shift from third-party to first-party data is emphasized, with retailers enhancing their data strategies through loyalty programs and tokenization. The hosts highlight the collaboration between retailers and content publishers and emerging technologies affecting retail experiences. Challenges such as network fragmentation and pricing transparency issues are discussed, along with the competition between trade marketing and retail media teams. The episode concludes by noting that while retail media is on the rise, navigating the complex landscape is crucial for brands and retailers to realize its full potential.
Retailers Need a Super Bowl Strategy, Not Just a Star Player
The article emphasizes that retailers need a comprehensive strategy for retail media, akin to a football team's coordinated effort, rather than relying solely on standout products. Drawing parallels to the Philadelphia Eagles' Super Bowl victory, it highlights the importance of aligning retail media with in-store trade marketing to maximize effectiveness. Key insights include the necessity for cohesive collaboration between various retail strategies, the risks of operating in silos, and the evolution of retail media as it matures. The article notes that smaller retailers could face dire consequences if they do not integrate their strategies, as competition intensifies with major brands investing more in retail media. It concludes that a balanced approach, merging retail media and trade promotions, will better position retailers to succeed.
Retailers, Don’t Put the Full Burden on Brands — Molly Hjelm, Ace Hardware’s Red Vest Media
The article features Molly Hjelm from Ace Hardware's Red Vest Media discussing the importance of retailers sharing marketing responsibilities with brands. Key points include: - The necessity for enterprise marketing support over merely providing ad inventory. - A differentiation between Ace's co-op model and traditional banner advertising retailers. - Insights on the role of technology, such as Epsilon, in measurement and marketing strategy. - Future innovations in in-store and retail media. The conversation highlights how Ace Hardware is responding to brand concerns and evolving its marketing approach.
Shopify Part 1
The content discusses the role of Shopify in the e-commerce space, particularly for direct-to-consumer (D2C) brands. Hosts Tom Limongello and Todd Sawicki, along with guest Mira Hayashi, explain that Shopify is a customizable platform for brands to create their own online stores, distinguishing it from marketplaces like Amazon. Mira emphasizes the platform's scalability and the importance of owning customer data. The conversation highlights the complexities of Shopify's app ecosystem and the potential hidden costs associated with its services. The episode also addresses the strengths and limitations of Shopify's independent store model, with plans for future discussions on Shopify applications and strategies.
https://www.nextipedia.com/middlemen-episodes/the-middlemen---episode-7---shopify-part-1
Shopify Part 2
In this episode of The Middlemen podcast, hosts Tom Limongello and Todd Sawicki analyze the partnership between Shopify and Target Plus. They discuss how this collaboration impacts direct-to-consumer (D2C) brands seeking access to Target's platform, assessing whether the hype matches the reality. The discussion covers the mechanics of the partnership through a paid app, Target's curated marketplace approach, and its limitations for most Shopify merchants. They also compare Target's curation strategy with Amazon's model and highlight potential conflicts with private label products. The conversation aims to provide listeners with a balanced view of whether this move is transformative for e-commerce or merely a small step in retail evolution.
https://www.nextipedia.com/middlemen-episodes/shopify-part-2
Snowflake's Prabhath Nanisetty tells us to stop moving data
In this episode of The Middlemen Podcast, Prabhath Nanisetty, Retail Industry Lead at Snowflake, discusses the significant evolution of Snowflake's role in retail data management. He shares his experience transitioning from a customer to a leader in the retail industry strategy at Snowflake. Key points include: the innovative architecture of Snowflake that allows companies to utilize a single copy of data without the need for constant moving or duplication, its applications in advanced analytics, secure data clean rooms, and generative AI, as well as Snowflake’s interoperability across different cloud platforms. The podcast highlights how Snowflake can address real-world retail challenges, such as improving supply chain efficiency, and emphasizes the importance of their partner-built applications in enhancing data collaboration and value for users.
Stop Waxing Poetic: Sarah Marzano of eMarketer on In-Store Retail Media
The content discusses an episode of 'The Middlemen' podcast featuring Sarah Marzano, a Principal Analyst at eMarketer, focusing on in-store retail media and technology. Key points include: 1. Distinction between real and exaggerated in-store technologies. 2. The role of commerce media in blending digital and physical retail. 3. Trends in measurement, attribution, and omnichannel strategies. 4. Sarah's background in retail insights and future industry perspectives. Additionally, links to related eMarketer reports are provided, as well as subscription options for the podcast.
Sunshine by a Thousand Pinholes: Offsite Media’s New Era with Scott Messer
In this episode of The Middlemen Podcast, Scott Messer joins as a new co-host, focusing on the evolving landscape of online publishing. Key discussions include the rise of programmatic content distribution, challenges from AI-generated materials, and how transparency tools and standardized metrics are helping restore trust in offsite media. The episode covers the significance of media quality in retail networks, the necessity of yield optimization, and the growing importance of publisher expertise. Scott also previews his upcoming role at AdMonsters’ Sell-Side Summit in Nashville. Chapters of the episode include topics on industry shifts, curation, and future integration of publishing with retail media.
Thank you to our '24 guests!
The newsletter celebrates the guests featured on 'The Middlemen Podcast' in the latter half of 2024, showcasing various experts in programmatic advertising and retail media. Key discussions included: 1. **Mira Hayashi** on Shopify's ecosystem. 2. **James Avery** on Kevel's ad-serving platform for retailers. 3. **Xavier Facon** discussed global retail media networks and technology integration. 4. **Shilp Agarwal** explained generative AI in retail search. 5. **Jonathan Mendez** highlighted Neuralift's AI targeting for brands. 6. **Prabhath Nanisetty** provided insights on Snowflake's data collaboration. 7. **Joseph L. Dressler** addressed match rates vs. reach rates in advertising. 8. **Keith Bryan** emphasized organizational structure in retail media networks. 9. **Trevor Sumner** demonstrated end cap technology in in-store media. 10. **Matt Krepsik** and **Carlos Garcia** discussed creative agility and production strategies for social media. The newsletter concludes with anticipation for upcoming guests in 2025.
https://www.nextipedia.com/middlemen-blog/thank-you-middlemen-2024-guests
The Audience Enabler — Praveen Menon, Rippl
In the Middlemen podcast episode featuring Praveen Menon from Rippl, key topics include the evolution of retail media and the significance of identity in audience enablement. Contrary to misconceptions that retail media is merely retargeting or legacy ad tech, the discussion emphasizes how identity graphs and closed-loop measurement are utilized in new, impactful ways for retailers. The concept of audience enablement is introduced, showcasing how first-party retail identity enhances measurement, incrementality, and connected TV (CTV) capabilities. Additionally, the emergence of Federated Retail Media Networks is highlighted, focusing on their collaborative nature which allows multiple retailers to share identity infrastructure, creating scalability and improved data activation for brands. Overall, the episode illustrates that retail media represents a reconfiguration of established technologies tailored to meet retail needs.
https://www.nextipedia.com/middlemen-episodes/the-audience-enabler----praveen-menon-rippl
The Commerce Media Flywheel, Mark Grether, PayPal
This episode of The Middlemen features Mark Grether, SVP & GM of PayPal Ads, discussing PayPal's approach to integrating advertising within its payments infrastructure. Grether emphasizes building a merchant-first growth platform rather than just an ad network. The focus is on aligning advertising strategies with PayPal's core business goal of enhancing branded checkout experiences for consumers. The conversation touches upon the dynamics between CMOs and CFOs regarding budget allocation and performance metrics, highlighting a shift from traditional ROAS to broader market share considerations. PayPal's unique access to transaction data across various merchants and categories positions it to understand consumer behavior comprehensively. The overarching theme is that successful commerce media will hinge more on effective incentive design than on mere data.
https://www.nextipedia.com/middlemen-episodes/the-commerce-media-flywheel-mark-grether-paypal
The History of Retail Media
The podcast episode "The History of Retail Media" by Tom Limongello and Todd Sawicki discusses the evolution of retail media over the past century, debunking the notion that it is a modern invention. It traces the origins of retail media from local grocery stores that personalized customer relationships, to the rise of supermarkets introducing trade marketing, where brands competed for visibility and shelf space. With the digital age, e-commerce giants like Amazon began monetizing their platforms through ads, emphasizing the importance of first-party data for targeted advertising. The episode also highlights the growth of managed service providers and technology platforms assisting retailers in this realm. Looking ahead, it predicts continued growth and sophistication in retail media, positioning it as an enduring practice enhanced by technology and data.
https://www.nextipedia.com/middlemen-episodes/middlemen-episode-3-history-retail-media
The History of Retail Media Part 2 - The Current State of Retail Media
Episode 5 of The Middlemen Podcast discusses the current state of retail media, highlighting how retailers are adapting by in-housing technology. The hosts differentiate between true retail media networks and single-site publishers, emphasizing the significance of Costco's recent launch of an off-site retail media product. The episode analyzes the challenges retailers face with traditional display ads and points out that successful strategies now rely on sponsored search and native ads that enhance shopper engagement. Additional insights are provided on talent dispersion in the industry and future trends such as in-housing and first-party data utilization. The podcast concludes with an overview of the fragmented retail media landscape and upcoming developments.
https://www.nextipedia.com/middlemen-episodes/middlemen-episode-retailmedia-2
The House of Insurgent Brands - Thrasio CEO, Dave Johnson
Thrasio CEO Dave Johnson discusses the company's journey from rapid growth and acquisition of over 200 Amazon-native brands to bankruptcy and a strategic reset. He highlights lessons learned from operational chaos, the reduction of warehouses from over 300 to a select few, and a renewed focus on high-potential brands. The conversation addresses the challenges of transitioning digital-native brands into retail, and the changing dynamics between insurgent brands, influencers, and major retailers. Johnson's insights offer valuable perspectives on the future of consumer brands and the intersection of technology and commerce.
The Middlemen Podcast Episode 1: MFA
The first episode of The Middlemen podcast, hosted by Tom Limongello and Todd Sawicki, delves into Made For Advertising (MFA) sites and the critical role of identity in advertising technology. Key points include: - **Introduction to the Podcast:** Aimed at clarifying retail media and ad tech for listeners. - **Importance of Identity:** Discusses how identity is essential for user tracking and targeted advertising, impacting retail media dynamics. - **Misunderstandings in Ad Tech:** Examines recent controversies regarding identity technology in the ad industry. - **Retail Media's Rise:** Highlights how changing privacy standards make retailers' first-party data increasingly valuable in advertising. - **Future Episodes:** Promises deeper explorations of retail media, consumer engagement, and evolving advertising value. The episode sets a foundational understanding of identity's importance in retail media and advertising technologies.
https://www.nextipedia.com/middlemen-episodes/middlemen-episode-1-mfa
The Virtual Grocery Chain: How Independent Grocers Aggregate for National Scale
The article discusses the challenges independent grocers face in the retail media landscape and how aggregation efforts by RSA and Inmar are transforming this segment. Historically, independent grocers were overlooked due to fragmentation and uneven digital capabilities, making it challenging for national brands to engage with them. The discussion with RSA's Ravi Achanta and Inmar's Garry Church highlights the importance of aggregated loyalty audiences and digital infrastructure, enabling national consumer packaged goods demand to connect with independent grocers through incentives. This marks a significant shift in making a previously inaccessible market reachable for retail media.
Trade is Eating Retail Media - Troy Townsend, CEO of Zitcha
In the episode "Trade is Eating Retail Media," Troy Townsend, CEO of Zitcha, discusses the merging roles of trade and retail media in the retail landscape. He explains how retailers can leverage supplier relationships to control advertising strategies, creating a unified front door for inventory management. The conversation highlights operational challenges, the significance of optimizing creative efforts at the SKU level, and the need for a holistic approach in retail media. Townsend emphasizes that to unlock value, retailers must integrate trade marketing with digital advertising practices.
When Traffic Moves, Commerce Resets — Sharon Gee, Commerce
Sharon Gee discusses the shifting landscape of commerce as consumer traffic transitions from search and social media to marketplaces and answer engines. This shift necessitates a reevaluation of commerce infrastructure, emphasizing the repeated importance of elements like feeds, payments, identity, and fulfillment. The dialogue centers around understanding these foundational components rather than predicting future trends. The content also promotes the Middlemen Podcast, inviting listeners to catch up on discussions surrounding retail media and e-commerce.
Who Controls the Grid? Andreas Reiffen, Pentaleap
The content discusses the complexities of retail media and the balance between paid and organic rankings in retail search. It highlights the contrasting priorities of merchandising (focused on retail margin), retail media (focused on ad revenue), and search platforms (focused on relevance). The podcast features Andreas Reiffen and emphasizes the need for a unified ranking model that incorporates both retail margin and ad value for future retail media growth. Key points include the failure of 'rip and replace' migrations in retail systems and the importance of determining grid rankings without compromising retail performance.
https://www.nextipedia.com/middlemen-episodes/who-controls-the-grid-andreas-reiffen-pentaleap
Who’s Buying? A Sell-Side View with Shay Brog of Burt
Shay Brog, CEO of Burt Intelligence, discusses how Burt's data tools help publishers and retail media networks gain insights and benchmark performance in the podcast episode, "Who’s Buying? A Sell-Side View with Shay Brog of Burt." He shares his career journey in ad tech and highlights Burt’s unified analytics suite that addresses challenges in ad forecasting and data reconciliation. Brog explains how the company’s benchmarking tools aid publishers in assessing their performance relative to the market and introduces the Leads product for identifying sales opportunities. The conversation touches on retail media needs, seasonal forecasting, and the culture of data-sharing in the industry, providing valuable data strategies for professionals navigating programmatic advertising and commerce.
https://www.nextipedia.com/middlemen-episodes/whos-buying-a-sell-side-view-with-shay-brog-of-burt
Why TV operators love CTV + Retail Media: Alex Holtz, IDC
In a discussion on **The Middlemen** podcast, Alex Holtz from IDC emphasizes the convergence of **Connected TV (CTV)** and retail media, highlighting how TV operators are adopting retail media strategies for better targeting and measurement. Key points include the impact of **authenticated data** and identity graphs on audience purchasing, the potential of **FAST platforms** for local markets, and the role of generative AI in creative production. The conversation also explores possible shifts in advertising budgets as CTV's influence grows, with an emphasis on distinguishing hype from reality in this evolving landscape.
https://www.nextipedia.com/middlemen-episodes/why-tv-operators-love-ctv-retail-media-alex-holtz-idc
Why UK Retail Media remains ahead of the US - Sean Crawford, SMG
Sean Crawford from SMG discusses why the UK retail media landscape is ahead of the US in a podcast episode with hosts Tom Limongello and Todd Sawicki. He highlights the integrated media networks developed by UK retailers, emphasizing the importance of holistic campaign buying and the role of agencies in cross-retailer strategies. Crawford provides insights into the challenges of harmonizing retail operations and the value of measuring every touchpoint. He also illustrates opportunities in the travel retail space with WH Smith, offering actionable perspectives on measurement, attribution, and the future of retail media.
Your Ears are Always On - 7-Eleven Gulp Media, Qsic & Media Ads & Commerce
The episode discusses audio retail media in convenience stores, focusing on 7-Eleven Gulp Media and featuring guests including Mario Mijares and Andrew Lipsman. Key points include the potential for brands to affect impulse purchases in high-traffic environments, the need for creative advertising strategies, particularly for targeting Gen Z, and the significant role of first-party data and analytics in driving consumer engagement and brand loyalty. The conversation emphasizes the effectiveness of concise audio ads in reaching shoppers and anticipates the future growth of personalized advertising in this sector.
Resources
- llms.txt — AI crawler index (llmstxt.org spec)
- sitemap.xml — XML sitemap for crawler discovery
- robots.txt — Crawler directives
- About this cache — Methodology, technical details, and usage guidelines