Kiri Masters is an independent commentator, speaker, advisor, and podcast host covering the retail media industry.
Blog
The fear for many is that advertising, when introduced to a surface that has become the most intimate digital confidante for many people, will be bad. Creepy, intrusive, overwhelming. But maybe, ads within AI interfaces don't necessarily have to suck.
Blog
Let's talk about getting on stages, panels, and podcasts—and why you need to stop overthinking it.
Blog
Major CPG brands are building formal evaluation frameworks to decide which RMNs deserve budget. But here's the downer: even when networks make the cut on paper, it may not translate to media spend.
Blog
Retailers have spent the last decade optimizing every pixel of their digital properties. Personalization engines, A/B testing frameworks, predictive algorithms—millions invested to control what shoppers see at every touchpoint. Does any of that matter anymore?
Amazon
Candid takes on Amazon Unboxed: where various advertising features were announced to a huge audience of agencies, some big-spending brands, and tech vendors in the ecosystem.
Ad Tech
For many, RTB carries baggage from its early programmatic display days. But Andreas Reiffen, CEO and co-founder of Pentaleap, has a different take: RTB is the key to unlocking retail media's next phase of growth.
I'm going to show my age here. I remember when Amazon ads were limited to Exact match, Broad Match, and Phrase Match. IYKYK... Today of all days, its clear that Amazon's ads ambitions aren't limited to retail, to online search, or even to humans
Blog
Ace is "wonderfully late" to retail media—but that's by design. She's watched everyone else make mistakes, and now she's ready to pounce.
Ad Tech
Andreas Reiffen of Pentaleap talks about how RTB can help solve retail media's fragmentation problem.
AI
When AI agents start actually transacting—completing purchases on behalf of consumers—they'll need something beyond GEO (Generative Engine Optimization)
Blog
RMN leaders privately admit agentic AI keeps them up at night. These three companies might have stumbled onto something useful.
Personal
How many articles have you written but not published? How many awards have you not applied for? How many times have you thought "I should start that podcast" and then... didn't?