Why Retail Media Can’t Unlock Brand Budgets (Until Brands Fix This One Thing)

Retail media networks want brand dollars — that part isn’t new. But what is new (and honestly, under-discussed) is the uncomfortable reality that many brands are structurally incapable of spending those dollars through retail media… even when they want to.In this episode of Retail Media Breakfast Club, I’m sharing highlights from my recent LinkedIn Live with Jordan Witmer of Salt XC. We unpack what really happens when retail media networks go after brand marketing budgets. And why the biggest barrier isn’t capability or demand: it’s internal budget ownership, misaligned KPIs, and wildly different definitions of “credible reporting.” If you’ve ever wondered why retail media feels like a slam dunk in one meeting and a total mismatch in another, this conversation will connect the dots!This episode is sponsored by Mirakl AdsTimeline[00:22] – What actually happens when retail media networks come calling for brand budgets?[01:03] – The single strongest predictor of how a brand will evaluate retail media: who owns the budget.[01:47] – The friction between sales teams and brand media teams, and why “streaming that goes everywhere” creates tension.[02:23] – The infamous brief: “Build awareness and drive sales.” Why vague objectives lead to what Jordan calls “franking campaigns.”[04:45] – What “credible reporting” really means, and why that definition completely changes depending on who you're talking to.[06:45] – How platforms like Meta cemented themselves in brand budgets, and what retail media networks can learn from their approach.Links & ResourcesWatch the full replay of my LinkedIn Live with Jordan Witmer of Salt XCLearn about Salt XCFollow Jordan Witmer on LinkedInRead my related articles:How Can RMNs Tap Upper-Funnel Brand BudgetsBrands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?Why ROAS Refuses To DieAtlanta-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