Retail Media Breakfast Club is a daily podcast and newsletter for people who need to understand what actually matters in retail media, ecommerce, marketplaces, and the growing role of AI in commerce.
Every day, this industry produces a flood of announcements, partnerships, product updates, hot takes, and recycled talking points. Some of it matters. Much of it does not.
Retail Media Breakfast Club exists to help smart people separate signal from noise.
I created RMBC in early 2025 to offer something I felt the industry needed more of: independent analysis with real operator context. Not press-release commentary. Not consensus-for-the-sake-of-consensus. Just a sharp, informed take on the trends, tensions, and opportunities shaping retail media.
I come to this work with one foot in media and one foot in the operator world. Before launching RMBC, I founded Bobsled Marketing, a specialist retail media agency, and led it through its acquisition in 2022. That background still shapes how I see the industry: through the lens of commercial reality, not just headlines.
Today, I’m also a weekly columnist for The Drum and serve on the IAB Commerce Board. Over the years, I’ve been quoted by outlets including Adweek, Ad Age, The Wall Street Journal, Digiday, and Business Insider, and recognized by organizations including NRF and RETHINK Retail.
What matters most to me, though, is building a publication that earns trust from the people doing the work. Retail Media Breakfast Club reaches a high-signal audience across retail media networks, brands, agencies, consultancies, and commerce tech, with a strong concentration of senior decision-makers.
If you’re here, you probably do not need more content. You need sharper thinking.
That’s what Retail Media Breakfast Club is for.
-Kiri Masters