My RampUp Notes: Why Data Collaboration Is Winning Ad Budgets

Last week I shared some of the hallway chatter from the RampUp conference. And in this episode, I’m emptying the rest of my notebook. One theme kept surfacing everywhere I turned: data collaboration. It wasn’t just a buzzword on stage; it was the real factor determining which retail media networks are winning brand budgets, which ones are falling behind, and who gets invited back next year.I walk through five of the most interesting insights — from how major CPG brands are scoring retail media networks against Google and Meta, to why platforms like DoorDash are climbing rapidly in media investment priority. I also unpack the growing push for self-service tools, the surprising complexity behind ad serving infrastructure, and what makes a customer event like RampUp genuinely impactful.If you work in retail media, brand marketing, or commerce media strategy, these observations offer a behind-the-scenes look at how the industry is evolving right now (and where the next wave of investment is headed).This episode is sponsored by Mirakl AdsTimeline[00:12] – Why data collaboration was the defining theme across sessions, panels, and hallway conversations at RampUp.[00:43] – How major CPG brands are using structured scorecards and investment matrices to rank retail media networks.[02:37] – Inside the panel I moderated: how DoorDash moved from a small test budget to a priority media channel for brands.[05:45] – Why CPG brands are pushing retailers toward self-service media platforms and how data access is driving that demand.[07:30] – The hidden operational complexity of retail media networks, including why some organizations run multiple ad servers.[09:03] – What LiveRamp’s RampUp event gets right—and why it’s becoming a blueprint for industry customer events.Links & ResourcesMy RampUp hallway convo recap from last week: "We're All Holding Our Breath"Read my related articles:Inside Mars's Retail Media Investment MatrixRetail Media's Next Challenge: Proving Real ResultsDark Search, Broken Signals, and What Comes Next for Retail MediaJoin me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn