In this Talks with Teads episode, Brian Monahan, Global Client President and Head of Retail Media Solutions at Dentsu, joins Katie Secret, EVP of Marketing at Teads, live from POSSIBLE Miami 2025 to discuss how brands can navigate — and win — in the rapidly evolving world of retail media.
Navigating a Crowded Retail Media Landscape
As retail media networks multiply, marketers are facing an increasingly complex and noisy marketplace. Brian notes that while the United States has been ahead of the curve — thanks to a consolidated retail environment and more flexible data laws — the growth of retail media is becoming a global phenomenon. With so many platforms emerging, brands are under pressure to figure out which partnerships to prioritize in order to stay competitive and maintain pricing power.
The Push for Standards and Simplification
Brian explains that marketers are often overwhelmed, sometimes literally sorting spreadsheets of retail media networks and drawing a line to pick just a handful they can realistically manage. He believes the industry will eventually consolidate or organize into more manageable networks, with clearer measurement standards and consistent data practices. These shifts will be critical to help marketers navigate the landscape with more confidence and less friction.
A Promising but Unfinished Space
Brian describes retail media as a “gangly teenager” — full of potential but still growing into its capabilities. As the industry matures, he predicts more consistent measurement frameworks and improved data standards will emerge, giving marketers the tools to achieve true competitive advantage. These innovations, he says, will empower brands to move faster and more effectively in a highly dynamic market.
For more conversations with industry leaders, explore the full Talks with Teads series.