This episode is sponsored by Mirakl Ads

Timeline

I wasn’t expecting a transatlantic debate when I published a piece about Sam's Club’s in-store retail media success. But what followed was a lively pushback from European retail media leaders who argued that in-store has been operating at scale in their markets for years. That sparked a much bigger question: Are US retail media networks behind in physical formats, or are these markets fundamentally different?

This episode is a summary of my recent article for The Drum, in which I break down the critical structural and organizational differences between US and EU retail media operations. From regulation and budget flows, to ecommerce penetration and store density, I unpack why both sides are right, and why understanding these nuances matters if you want to build a smarter retail media strategy in 2026 and beyond.

Links & Resources

My full post on The Drum: Kiri Masters: The critical differences in US and EU retail media operations you need to understand
Drew Cashmore's Retail Media Leapfrog Series: What Europe can Teach the World about Retail Media and Trade, Shopper, Brand. All One Big Bucket of Money
Read my related articles:
Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.
Subscribe to Retail Media Breakfast Club's daily newsletter
Follow Kiri Masters on LinkedIn

US vs EU Retail Media: The 5 Structural Barriers Reshaping In-Store Advertising

Retail Media Breakfast Club