Bring the “Retail” Back to Retail Media: 4 Fixes Every RMN Needs Now

Last week, I had the opportunity to moderate a powerhouse panel at the The Drum's inaugural Global Commerce Leaders Forum in Miami. And let me tell you, the insights that came out of our lightning round were too good not to share. I asked each expert a simple but loaded question: What’s one thing you’d fix in the next 12 months to make retail media networks more mature? The answers cut straight to the core of where this industry is headed.In this episode, I break down the most compelling takeaways. From why we need to reconnect retail media with its retail roots, to the urgent need for better collaboration, clearer measurement, and a long-term vision. If you’re building, buying, or scaling within retail media, this conversation will challenge how you think about growth and what really drives impact.This episode is sponsored by Mirakl AdsTimeline[00:00] – Setting the stage: Highlights from the Global Commerce Leaders Forum panel[01:05] – Why it’s time to “bring the retail back” to retail media[02:00] – How performance data is winning over merchants and driving adoption[03:30] – The industry’s biggest challenge: agreeing on measurement and “the math”[05:45] – Finding your North Star in a maturing and more competitive landscape[07:45] – Breaking down silos to unlock the next phase of retail media growthLinks & ResourcesContent from The Drum's 2026 Commerce Media Global Leaders’ ForumRead my related articles:Ace Hardware's RedVest Media: Notes From My Interview With Molly HjelmBrands Are From Mars, Retailers Are From VenusRetail Media's Measurement Problem: It's Not Just the RetailersOn Thursday May 7 I am hosting a LinkedIn Live event: How Kroger Precision Marketing Is Plugging Into National Brand Budgets ! Join me, Christine Foster (head of Kroger Precision Marketing) and Jon Flugstad (Metarouter) to hash out the details of Kroger's partnership with DV360 and how this development is a sign of maturity in the retail media ecosystem. Bring your questions, we'll be doing this LIVE.I'm keynoting at Xnurta's Signal to Scale summit on May 19 in Chicago. This is the room to be in if you work in retail media, care about what AI actually changes, and want to leave with something you can put to work. A full day focused on agentic AI, modern measurement, and the strategies the best teams are already building toward. Reserve your spot here.I am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn