Unlocking Retail Media – Détails, épisodes et analyse

Host James Avery welcomes serial entrepreneur Scot Wingo to dissect the rapid rise of Agentic Commerce and its imminent impact on Retail Media Networks (RMNs). Wingo, the founder of Channel Advisor, explains how large language models (LLMs) like ChatGPT and Perplexity have evolved from simple search tools to "answer engines" and full-bore marketplaces, completing the "research, find, and buy" shopper's journey. They explore how this shift bypasses traditional retailer websites, threatening RMN ad revenue, especially since companies like Walmart are embracing the direct checkout model as a customer acquisition channel. Wingo offers a "call to action" for retailers, advising them not to ignore the trend , and details how RMNs must elevate the user experience, fix their broken product catalogs, and rethink ad strategies to be additive, drawing inspiration from Instacart's successful, coupon-driven model.

In this episode, James Avery and Matt Nichols discuss the evolving landscape of retail media, investment trends, and the impact of AI on consumer behavior. They explore how retail media has grown significantly, especially post-COVID, and the importance of integrating AI into retail strategies. The conversation also touches on supply chain innovations and the future of shopping, particularly in relation to Amazon's dominance in the market.

Retail media success hinges on giving brands what they truly need: measurable, incremental sales growth. This episode of Unlocking Retail Media with expert Mark Mannino—from VidMob, Amazon Ads, and Flywheel—focuses on strategic RMN packaging and measurement. Key takeaways include moving beyond simple ROAS to prioritize incremental ROAS and new-to-brand metrics. Retailers must clarify how they handle omnichannel attribution and utilize unique first-party data for both onsite and offsite targeting. To scale, smaller RMNs should adopt programmatic practices, like Private Marketplaces (PMPs), to attract demand without becoming commoditized, and all networks must operate with the primary rule: "first do no harm" to the core customer relationship.

In this conversation, James Avery and Mark Grether discuss the innovative advertising strategies being developed at PayPal, leveraging unique transaction data to create a differentiated advertising business. They explore the challenges faced by retail media networks, the importance of measurement and incrementality, and the future of commerce media in the context of AI advancements. Mark shares insights on the growth strategies for retailers and the significance of maintaining consumer relationships in an evolving digital landscape.

James Avery sits down with Michael Schuh, Global Head of Media at dunnhumby, to explore the evolution of one of the most sophisticated retail media ecosystems in the world. Drawing on his extensive experience building Kroger Precision Marketing, Michael discusses the shift from off-site and loyalty-driven data to the current surge in digitized in-store media. The conversation delves into the strategic necessity of maintaining a "customer-first" focus, the role of measurement standards in building brand trust, and why retailers must move beyond the "noise" of the industry to build bespoke solutions that align with their unique core value propositions. Michael also provides a forward-looking perspective on the impact of agentic commerce and how physical stores can serve as a "competitive moat" for retailers in an increasingly AI-driven landscape.

James Avery is joined by Melissa Burdick, Co-founder and President of Pacvue, to discuss the complex, multi-touchpoint journey of the modern consumer. Melissa breaks down the three pillars of commerce media: discovery, retail media, and the emerging world of agentic commerce. She also explains why brands are shifting their focus from basic ROAS to sophisticated incrementality (iROAS) models. The conversation highlights the technical necessity of an "API-first" strategy for retailers to attract top-tier brand spend and explores how tools like Amazon’s Rufus and AI-powered assistants are reshaping discovery and increasing basket sizes.

James Avery sits down with Andrew Covato, founder of Growth by Science, to demystify the complex world of advertising measurement. With a career spanning leadership roles at Google, Facebook, Netflix, and Snap, Andrew explains why traditional attribution is no longer enough and why sophisticated brands are moving toward incrementality (iROAS) and Marketing Mix Modeling (MMM).

James Avery talks with James Borow, advisor and lead for Universal Ads at Comcast, about the convergence of premium TV and digital self-serve advertising. Borow discusses how Universal Ads is making TV inventory approachable for brands of all sizes by removing traditional barriers like high minimum spends and complex creative requirements. The conversation covers the shift toward incrementality in measurement, the "halo effect" TV has on social media performance, and how retailers can leverage their first-party data for high-performance CTV reach extension. They also dive into the future of agentic commerce and "vibe coding," exploring how AI-driven tools are rapidly expanding digital consumption and creating a new "golden age" for personalized advertising.

James Avery sits down with Ben Johnson, Senior Director of Chewy Ads, to discuss the critical role of product management in building a successful retail media network. Drawing from his experience at both Chewy and Coupang, Ben explains why retailers must move beyond "cookie-cutter" playbooks to develop bespoke ad solutions that reflect their unique customer behaviors—such as Chewy’s high-growth subscription model. The conversation explores how to build internal credibility with established teams, the importance of establishing a "good, neutral, bad" framework for experimentation, and why hiring product leaders with cognitive diversity is more effective than simply sourcing ad tech experts.

James Avery is joined by Sam Wright, Kevel’s strategic advisor, to discuss the essential steps for launching and maturing a retail media business. Drawing from his experience globalizing Klarna Media, Sam breaks down how businesses of all sizes—from small startups to billion-dollar enterprises—can diversify their revenue through targeted advertising. The conversation explores critical growth strategies, including how to align C-suite leadership with product teams, transition from trade dollars to measurable performance media, and leverage granular SKU-level data to create a competitive "transaction graph". Whether navigating the tension between user experience and monetization or evolving into a sophisticated commerce media network, this episode provides a practical roadmap for scaling a modern ad business.

Get in touch with us! https://www.kevel.com/contact