Does Size Matter in Retail Media? It Depends Who’s Buying

Podcast: Retail Media Breakfast Club · Kiri Masters

Opublikowano: 2026-10-13

Are there really only 10 or 20 successful retail media networks, or are we overlooking the value of the other 180? A recent LinkedIn post from Brian Spencer at Kroger Precision Marketing sparked a debate about what it takes to be a successful retail media network, and I wanted to dig into one of his key criteria: scale. Because while scale absolutely matters to some advertisers, I think the bigger question is: scale for whom? In this episode, I unpack why national CPG media teams gravitate toward the biggest retail media networks, what that means for smaller and...