Kiri Masters is an independent commentator, speaker, advisor, and podcast host covering the retail media industry.
This post was originally published on my column for Forbes.com on April 8, 2025 President Trump's sweeping tariffs, including a 54% rate on Chinese imports (now 145% since the original article was published), are forcing consumer brands to make difficult tradeoffs across their businesses. Beyond product pricing
Blog
I've been hearing a lot about 'vibe marketing' lately— podcasts, buzzy DTC marketers on X, and even recently in my LinkedIn feed. So naturally I got to thinking about whether marketing newest buzzword actually has any practical applications for brand marketers operating in the pointy end
Episode
Watch Episode Here Listen to Episode Here Show Notes In this episode, Kiri Masters explores how "vibe marketing" - a concept originating in tech circles - can be applied to retail media strategies. She breaks down how this AI-powered approach enables marketers to rapidly iterate emotional angles at
This post was first published to my column for Forbes on April 11, 2025 Walmart is pushing brands to increase their retail media spending by 25% year-over-year as part of joint business plans, despite many brands reporting stagnant sales growth from these investments. According to ADWEEK, brands are being asked
Episode
Watch Episode Here Listen to Episode Here Show Notes In this episode, the host Kiri Masters examines Walmart's reported push for brands to increase their retail media spending by 25% year-over-year as part of joint business plans, based on recent reporting by Adweek. She explores how the impressive
Blog
Last summer I took my 8-year old son to a carnival while visiting friends in Cleveland. We warmed up with some sedate rides and then turned our attention to the most exciting ride: The Wipeout. Like any 8-year-old, he's an aspiring YouTuber and so I dutifully filmed the
Episode
Watch Episode Here Listen to Episode Here Show Notes In this insightful episode, Kiri Masters analyzes data from Momentum Commerce that reveals a fascinating "frugal frenzy" emerging across Amazon's marketplace. She explores how consumers are simultaneously stockpiling products like baby formula (up 26 times week-over-week) while
Blog
The traditional marketing funnel has been a cornerstone of customer journey mapping for decades. But in today's fragmented digital landscape, is this linear model still relevant? With the explosion of touchpoints across social media, retail media networks, and digital marketplaces, the path to purchase has become increasingly complex
Episode
Watch Episode Here Listen to Episode Here Show Notes In this panel episode, industry leaders discuss the evolving nature of the customer journey in today's digital landscape. Josh Clarkson, Global Lead for Retail Media at Mars, and Chief Consultant at Edify Digital Commerce Consulting introduces the concept of
Blog
While brands increasingly demand greater transparency and standardization in retail media measurement, the retailer perspective often goes unheard. That's why I was thrilled to read a new 'Retail Media Playbook' from the Path to Purchase Institute's Retail Media Guild, which has a section on
Episode
Watch Episode Here Listen to Episode Here Show Notes This episode explores the complex landscape of retail media measurement, focusing on insights from the Path to Purchase Institute's Retail Media Guild report and industry experts. The discussion highlights the difficulties retailers face in achieving standardized and transparent measurement
Blog
This post originally appeared in my column for Forbes.com on Wednesday April 2. Link to orginal post The retail media landscape presents a striking paradox: Amazon and Walmart together command over 80% of all retail media spend according to eMarketer’s 2024 projections, yet more than 70 retail media