In August 2025 I broke down why so many retail media networks keep their ad tech stacks hidden. And to be honest, the reasons weren’t exactly flattering. But what happens when a major retailer does the exact opposite? In today's episode, I share highlights from my recent livestream with Mark Williamson, AVP of Retail Media at Costco, and Jon Flugstad, Chief Business Officer at MetaRouter, and unpack a bold move from Costco that’s turning heads across the industry: full transparency.

We dive into what really happened when Costco revealed its entire tech stack, why that matters for brands and agencies, and whether transparency is actually influencing ad spend, or simply generating buzz. Plus, I explore what this could mean for the future of retail media.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Why retail media networks hide their tech stacks (and the 5 real reasons behind it)
[00:24] – Survey results: 88% of brands say tech transparency impacts spend
[00:30] – Costco reveals its full tech stack live on stage — why it shocked the industry
[01:44] – What “transparency” actually means to advertisers beyond just reporting
[02:43] – Costco’s philosophy: winning trust through honesty (even with imperfections)
[03:15] – How Costco uses its tech stack to justify capabilities and limitations
[04:04] – The strict data principles guiding Costco’s retail media strategy
[07:21] – Is transparency driving real ad dollars or just curiosity?

Links & Resources

Full replay of my livestream with Mark Williamson (Costco) and Jon Flugstad (MetaRouter): Costco Retail Media & The Commerce Media Tech Stack 2.0
Follow Mark Williamson, AVP of Retail Media at Costco on LinkedIn
Follow Jon Flugstad, Chief Business Officer at MetaRouter on LinkedIn
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Costco Exposing Its Retail Media Tech Stack Might Change Everything

Retail Media Breakfast Club

Costco Exposing Its Retail Media Tech Stack Might Change Everything