Kiri Masters is an independent commentator, speaker, advisor, and podcast host covering the retail media industry.
Blog
The gap between stated and revealed preferences isn't going away. But neither is the opportunity for brands who show up where shoppers are actually going—not where they say they'll go.
AI
Sometimes you just need to hear how other people are actually using AI in certain ways before the light bulb goes off.
Blog
But the really interesting part of Best Buy's upfront-style 'We Got Next' showcase was how the electronics giant positioned itself as infrastructure that other retailers can plug into for data collaboration and audience extension.
AI
New panel research shows that consumers are familiar with AI and are starting to use it throughout their shopping journey, and while familiarity with agentic commerce is low, most consumers are interested in the concept.
Blog
Social commerce—buying products directly within social media apps—is laziness as a business strategy. Meet customers where they're scrolling, remove friction, make buying as effortless as double-tapping a video.
Blog
The old question of "where should ecommerce sit?" feels increasingly irrelevant. The consumer journey doesn't respect departmental boundaries, so why should your organization?
Blog
How can brands actually manage, optimize, and prove ROI across multiple retail media networks that each operate differently?
Blog
The best partnerships aren't built on impressive portfolios alone, but on finding agencies that truly understand how to work with your business.
Blog
Part 3 of my exploration into a possible future of retail media consortiums and federations.
Federations and consortiums in retail media are already taking shape, hoping to solve the challenge of a 'long tail' of RMNs trying to find a seat at the table.
Blog
It takes effort to expand to additional retail media networks, but the payoff can be disproportionately high.
Ad Tech
The retail media transparency paradox isn't just about what retailers hide—it's about what buyers fail to demand.