Agentic Commerce Ads: Where Are We Today and Where are we Going? What's this mean for RMN? A Deep Dive With Kiri Masters🤿

Kiri and Scot explore intersection of Agentic Commerce and Ads. They explore: RMN today and where's it going with Agentic, the currently live/testing Agentic Ads and then speculate on the future.

Note - in this podcast we go through some visuals that you will not see in the audio version:

• The Agentic Ad formats that have been announced by Google, Amazon, ChatGPT and others.

• Examples of marketplace-based Ads that I think inform how many of the

• Instacart ads (Because Fidji)

That file is here for your reference→

Refibuy Agentic Commerce Ads Podcast Presentation

1.07MB ∙ PDF file

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Kiri Masters has been at the forefront of retail media since the first Prime Day. An entrepreneur, author, and founder of Retail Media Breakfast Club, Kiri started her journey in retail media back in 2015 when she left banking to launch Bobsled Marketing, an Amazon-focused agency born in the early wave of e‑commerce acceleration. After growing and selling her agency to Acadia in 2022, she’s turned her focus to commentary, analysis, and connecting the dots in a rapidly changing retail landscape.

This is Kiri’s second time on Retailgentic. In her first episode, Kiri joined us to unpack the early rise of retail media networks and what brands were getting wrong as marketplaces evolved from simple distribution channels into powerful advertising platforms. That conversation focused on the mechanics, how Amazon advertising scaled, why retail media margins were so attractive, and what it meant for brands navigating the shift.

Listen/Watch Our Interview:

Retail media has been a profit engine for retailers, especially onsite sponsored product ads with massive margins. But what happens when shopping shifts from browsing and searching to AI agents that “decide the SKU” before a shopper ever hits a retailer site? In this episode, Scot and Kiri map the collision course between retail media networks and agentic commerce, walk through emerging ad formats from Google, Amazon (Rufus), and LLMs, and dig into the hardest problem of all: monetizing AI attention without breaking trust.

What’s Covered:

• Why agentic shopping compresses the journey, and shrinks onsite ad inventory

• The “two threats” to onsite retail media

• How offsite retail media depends on audience signals that may dry up as browsing declines

• Why in-store media may be the most resilient channel

• Google’s “Direct Offers,” the rise of an agentic storefront, and what it unlocks

• The emerging idea of “Agentic PLAs” and retailers bidding at the SKU level (Buy Box vibes)

• Kiri’s wishlist: multimodal ads (video/try-ons), offsite audience extension, and contextual targeting over “creepy” behavioral retargeting
  

Agentic commerce won’t kill advertising, but it will force it to evolve fast. The winners will be the platforms that can monetize attention without sacrificing trust, and the brands/retailers that learn to show up in these new surfaces early.

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