{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retail Media Breakfast Club","title":"Are RMNs Finally Getting The Hang of This Collaboration Thing?","html":"","width":"100%","height":180,"duration":979,"description":"Are retail media networks finally getting the hang of collaboration? This week, two major announcements have me thinking about the transition from parallel play to collaborative play in retail media. Best Buy is expanding its partnership with Amazon to sell Fire TV ad inventory, while Instacart and Gopuff are teaming up on both delivery and advertising technology. And these aren’t just interesting partnerships on paper: they could change how brands buy, target, and measure retail media campaigns.\nIn this episode, I’m breaking down what each company gets out of these deals, why Best Buy’s audience data could be particularly valuable for connected TV advertising, and how Gopuff’s move to Instacart’s Carrot Ads platform could open up a much larger advertiser base. I’m also looking at what these partnerships mean for media buyers, the ongoing question of whether retail media tech providers can work with competitors, and what it takes to move from simply sharing the same space to genuinely collaborating.\n\nThis episode is sponsored by GrowthLoop\nTimeline\n[00:23] — Why I’m comparing retail media networks to toddlers learning the difference between parallel play and collaboration.\n[02:02] — Best Buy and Amazon expand their Fire TV partnership, giving Best Buy the ability to sell ad placements across Insignia TVs.\n[05:05] — How Best Buy’s purchase and Geek Squad data could bring more meaningful audience targeting to connected TV advertising.\n[09:23] — Instacart and Gopuff team up, combining Gopuff’s rapid delivery network with Instacart’s marketplace and Carrot Ads technology.\n[11:14] — Why the difference between a weekly grocery stock-up and a quick snack run matters for retail media advertisers.\n[13:00] — Gopuff’s move to Carrot Ads, access to 9,000 advertisers, and the challenge of scaling an advertising business.\n[15:07] — What these deals reveal about the future of retail media collaboration, and why the real test may come at renewal time.\n\nLinks & Resources\nGopuff...","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}