Everything You Believe About Retail Media Is Wrong
A quarterly series for brand manufacturers & retail leaders. We expose the myths that are bleeding your budgets and reveal what actually drives profitable growth.
Choose Your Season
Each quarter brings new myths to bust. Select a season to explore its series.
Q4 2025: Foundation Myths
Debunking the most common myths that hold back retail media performance
Q1 2026: Advanced Strategies
Deep-dive into sophisticated retail media tactics and emerging trends
Q4 2025: Foundation Myths
Debunking the most common myths that hold back retail media performance
Q1 2026: Advanced Strategies
Deep-dive into sophisticated retail media tactics and emerging trends
Episodes Library
Beyond the 5-Year Lookback: Why Incrementality and Category Growth Drive Real Marketing Impact
Discover why extended historical data windows risk over-emphasizing the past at the expense of what truly matters today: incrementality, category dynamics, and forward-looking growth levers.
Beyond PDP Optimization: Why Price-Pack Architecture is the Real Growth Lever
Discover why no amount of SEO copywriting or keyword targeting can fix a fundamental issue: selling the wrong pack at the wrong price. Learn how Price-Pack Architecture drives both category growth and brand profitability.
Category Momentum > Last-Click Sales
Discover why retail media budgets allocated based on last-click attribution are reactive and starve emerging opportunities. Learn how Category Momentum drives proactive growth strategy.
Creative is the Bottleneck — and AI is the Unlock
Discover why the true bottleneck for retail media performance isn't algorithms or budgets, it's creative relevance. Learn how AI enables faster, cheaper, and more adaptive creative pipelines.
From New-to-Brand to New-to-Category
Discover why New-to-Brand metrics have limits and how New-to-Category insights unlock sustainable demand by capturing true category growth rather than just share shifts.
Retail Media = Tax, Not Investment
Discover why retail media functions less like an 'investment' and more like a tax—a cost of doing business required to maintain distribution and visibility. Learn how to reframe budgeting and measurement.
Why This Series Exists
The uncomfortable truths about retail media that nobody wants to address
Retail Media has become the shiny object.
Everyone's chasing dashboards, bragging about ROAS multipliers, and obsessing over last-click reports.
But let's be honest, those "success stories" rarely show up on the P&L.
Margins keep shrinking. Media feels more like a tax than an investment. And the "other retailers" tell you half-truths to keep you guessing.
That's the uncomfortable truth. And it's exactly why we created the Myth Busting Series.
True Incrementality
Not just tracking clicks
Category Focus
Beyond generic strategy
Creative First
Not just bidding wars
CFO Perspective
Bottom-line ready
Every quarter, we publish myths that need busting and the truths that actually unlock growth.
Who It's For
This series is designed for leaders who are tired of vanity metrics and want real results
Brand Manufacturers
Tired of vanity metrics
Retail Leaders
Who want strategy, not blogging
CFOs & Executives
Looking for clarity on where dollars really drive profit
This isn't about "optimizing the last mile."
It's about reshaping the way brands and retailers think about growth.
Why It Matters
Because myths are profitable, but not for you.
They serve platforms, retailers, and agencies who want to keep the illusion alive.
The Myth Busting Series is built to serve brands first, cutting through noise, exposing illusions, and giving leaders the tools to make decisions that actually move the business forward.
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