{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retail Media Breakfast Club","title":"The Return To Onsite","html":"","width":"100%","height":180,"duration":878,"description":"Retail media has spent the last few years chasing growth through connected TV, influencer partnerships, social commerce, and in-store screens. But new research from eMarketer and Bain & Company suggests retail media network leaders are shifting their focus back to onsite advertising, where retailers have more control, higher margins, and a more established path to advertiser budgets. In this episode, an expansion on my recent article for The Drum, I explore why offsite retail media has been harder to scale than expected, what advertiser demand tells us about the industry's biggest growth opportunities, and why proving incremental revenue remains a challenge.\nI also look at the growing threat of AI shopping agents that could bypass retailer websites and disrupt traditional sponsored product ads. Is returning to onsite advertising a smart strategic move, or are retail media networks sacrificing future growth for easier wins today? Drawing on insights from eMarketer's Sarah Marzano and perspectives from the retail media community, I unpack the trade-offs facing retail media leaders and what it will take to unlock the next phase of growth.\n\nThis episode is sponsored by GrowthLoop\nTimeline\n[00:00] - Why retail media is moving back toward its roots, with onsite advertising emerging as a leading growth opportunity.\n[02:35] - Sarah Marzano explains why retailers have more control, fewer third parties, and higher margins with onsite ads.\n[04:11] - Why offsite retail media is harder to sell, including the challenge of reaching brand budgets beyond ecommerce and sales teams.\n[06:22] - The disconnect between retail media's promised growth and advertiser demand for social and in-store placements.\n[08:21] - The retail media doom loop: declining confidence in incremental revenue, talent shortages, and underfunded technology.\n[11:33] - How AI shopping agents could bypass retailer websites and put traditional sponsored product ads at risk.\n[13:20] - The debate over whether...","thumbnail_url":"https://img.transistorcdn.com/leXjG3eX2Oionus255cCT4ARULtDc4JRA6cGjzbnYvM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hNDU3/ODBmMzkwODY0NDEx/ZGJhNDk2NDc0MWY4/NzcwMS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}