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.
I 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.
This episode is sponsored by GrowthLoop
Timeline
[00:30] – Brian Spencer's challenge: What really qualifies as a retail media network?
[02:09] – Audience relevance versus audience size.
[03:03] – Why specialty retailers can compete with the giants.
[05:30] – What advertisers want from retail media audiences.
[06:30] – Why more audience segments could drive greater spending.
[08:17] – Is faster audience fulfillment worth the premium?
[10:28] – United's lesson: Why audience data alone isn't enough.
Links & Resources