{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retail Media Breakfast Club","title":"Are Audiences The Golden Ticket For RMNs?","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/6ac8cbb2\"></iframe>","width":"100%","height":180,"duration":830,"description":"Are bigger retail media networks automatically better? And what really makes a network worth investing in? In this episode, I'm picking up the debate sparked by Brian Spencer at Kroger Precision Marketing about what it takes to build a successful retail media network. Scale matters, but so do audience relevance, addressability, and technology.\nI also unpack GrowthLoop's 2026 Commerce Media Investment Index to explore what advertisers really want from audience targeting, whether faster audience fulfillment is worth paying more for, and what United's Connective restructuring reveals about the technology needed to turn valuable audiences into measurable results.\n\nThis episode is sponsored by GrowthLoop\nTimeline\n[00:30] – Brian Spencer's challenge: What really qualifies as a retail media network?\n[02:09] – Audience relevance versus audience size.\n[03:03] – Why specialty retailers can compete with the giants.\n[05:30] – What advertisers want from retail media audiences.\n[06:30] – Why more audience segments could drive greater spending.\n[08:17] – Is faster audience fulfillment worth the premium?\n[10:28] – United's lesson: Why audience data alone isn't enough.\n\nLinks & Resources\nGrowthLoop's new research report: The 2026 Commerce Media Investment Index\nLots of great discussion in the LinkedIn comments under my Does Size Matter in Retail Media? It Depends Who’s Buying newsletter from Tuesday\nThe contentious LinkedIn post from Brian Spencer that first sparked the debate\nFollow Brian Spencer, Marketing Director at Kroger Precision Marketing, on LinkedIn\nADWEEK reported this week that United has folded Kinective's media sales and operations team into the partnerships team for its MileagePlus loyalty program.\nRead my related articles:Does Size Matter in Retail Media? It Depends Who’s Buying\n7 Ways to Break the Retail Media Doom Loop\nThe Retail Media Doom Loop: 2026 Edition\nHow Can RMNs Tap Upper-Funnel Brand Budgets\nCheck out Basket Case, a project I’m part of with The Drum...","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}