Same Words, Different Forks: Recap of eMarketer & Sensor Tower Commerce Media Executive Briefing at Cannes Lions

Fresh from Cannes Lions, I'm unpacking one of the biggest themes that kept surfacing across analyst discussions: retail media's greatest obstacles aren't external — they're internal. While everyone is focused on AI, tariffs, and the next wave of disruption, the conversations I heard pointed somewhere much closer to home. Misaligned organizations, inconsistent measurement, and teams speaking the same language but meaning completely different things may be holding retail media back more than any emerging technology.I also share highlights from an analyst panel featuring Sarah Marzano, Andrew Lipsman, Debbie Aho Williamson and myself. We debated "dark search," AI-assisted shopping, attribution, and whether generative AI is fundamentally changing commerce, or simply accelerating trends that were already underway. If you're trying to understand where retail media is headed next, this episode connects the dots.This episode is sponsored by Mirakl AdsTimeline[01:00] eMarketer's forecast: Retail media surpasses $100 billion, and why slower growth could actually signal maturity.[02:16] The "same words, different forks" analogy explains why brands, retailers, and media teams keep talking past one another.[03:49] I share my perspective on "dark search" and how AI assistants are quietly reshaping product discovery before shoppers ever reach a retailer.[05:25] Andrew Lipsman challenges the "dark search" narrative, arguing the real issue is attribution, not visibility.[07:09] Our debate turns to agentic commerce: Is AI changing shopping behavior or simply improving search?[08:30] Debbie Aho Williamson shares real-world ChatGPT shopping examples and early advertising data that could reshape how retailers think about discovery.Links & ResourcesThanks to Sensor Tower for inviting me to speak at this event. You can check out their retail media insghts offering here.US retail media passes $100 billion by 2029eMarketer's survey of RMN leaders, run with BainReality Check(mate), Andrew Lipsman's most recent volleySensor Tower numbers on early ChatGPT advertisingRead my related articles:The Demons Inside Retail Media, Part 1: GROWTHDoes 'Dark Search' Help or Harm Retail Media?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