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 profit margins of retail media networks are creating pressure for continued growth, leading to what many brands describe as a "retail media tax" - mandatory advertising spending without proportional returns. While some brands are pushing back or even breaking agreements with major retailers like Walmart, Kroger, and Amazon, Kiri questions whether Walmart's increased spending requests might be tied to funding future capabilities like their $2.3 billion VIZIO acquisition for connected TV advertising.

Kiri's Forbes article referenced in the epsiode : https://www.forbes.com/sites/kirimasters/2025/04/11/walmarts-25-ad-spend-mandate-highlights-retail-medias-trust-problem/

PRODUCED BY:

CHAPTERS:

(00:00) About Today's Topic

(01:18) About the Show
(01:38) Retail Media Profit Margins
(02:50) Retail Media Tax Pressure
(05:19) Digital Shelf Space Dilemma
(05:34) Sam's Club Contrasting Approach
(07:02) Brands Pushing Back
(08:09) Walmart's VIZIO Investment
(09:26) Future Partnership Approach
(10:30) 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

Walmart puts the hard word on advertisers with 25% spend bump

Retail Media Breakfast Club