This episode delves into the current landscape of retail media where Amazon and Walmart dominate market share, yet there are over 70 competing retail media networks in North America. The host Kiri Masters explores the fragmentation and inefficiencies brands face when managing multiple retail media relationships. She introduces real-time bidding (RTB) as a transformative solution to unify and standardize retail media, drawing parallels from its impact on digital display and connected TV advertising. The discussion covers the advantages of RTB in creating scale, enhancing measurement and transparency, and democratizing inventory access for advertisers. The challenges of latency and relevance in retail environments are also addressed, along with the efforts of the IAB and major tech players like Microsoft and Google to adapt RTB protocols for retail media. The episode aims to highlight the future of retail media through standardization and the potential benefits for both retailers and brands.

Link to Kiri's orginal forbes post referenced in the episode : https://www.forbes.com/sites/kirimasters/2025/04/02/why-real-time-bidding-is-retail-medias-next-frontier/

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CHAPTERS:

(00:00) About Today's Topic

(01:20) About the Show
(01:40) Introduction to Realtime Bidding in Retail Media
(01:54) Understanding Realtime Bidding
(02:20) Key Benefits of Realtime Bidding for Retail Media
(03:30) Historical Context and Adoption Challenges
(04:50) Technical Challenges in Retail Media
(06:09) Efforts to Standardize Realtime Bidding
(06:47) Major Players in Realtime Bidding
(08:32) Future Outlook and Conclusion
(09:49) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

YouTube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

Why Real-Time Bidding Is Retail Media's Next Frontier

Retail Media Breakfast Club