S6E4 Exploring the rise of performance TV, off-site retail media, and what it means for retailers and brands.

Retail media is evolving fast, and if you're still stuck in 2022, you're already behind. In this episode of The Retail Razor Show, hosts Ricardo Belmar and Casey Golden sit down with retail media expert Andrew Lipsman to explore how Retail Media Networks(RMNs) are expanding into Connected TV (CTV) and off-site retail media to drive growth in 2026 and beyond.

From Amazon and Walmart’s bold moves into performance TV to the rise of off-site retail media as a full-funnel strategy, this episode is packed with insights for retailers and brands navigating the next wave of retail media strategy. Andrew breaks down the challenges of measurement, the myth of ROAS, and why CMOs and agencies need to rethink their approach to retail media.

What You’ll Learn in This Episode:

• Why connected TV is the next frontier for retail media networks
• How off-site retail media is growing 3x faster than on-site
• The real story behind ROAS and why it’s often misleading
• How Amazon and Walmart are dominating performance TV
• What smaller RMNs can do to compete through partnerships
• Why CMOs and agencies must evolve their retail media strategy
• How to build a full-funnel retail media approach that works

Whether you're building a retail media network or buying ad space for your next brand campaign, this episode is packed with the sharp insights you need to stay ahead.

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About our Guest

Andrew Lipsman. https://www.linkedin.com/in/andrew-lipsman-10b2162/

Analyst, Consultant, and Founder - Media, Ads + Commerce.

Andrew Lipsman is an independent analyst and principal consultant at Media, Ads + Commerce. His industry coverage specializes in retail media—which he is known for anointing as “digital advertising’s third big wave”—and other areas of the digital media, advertising, and commerce ecosystem. He has published more than a half dozen articles in the Journal of Advertising Research and is frequently quoted in The New York Times, The Wall Street Journal, The Economist, The Financial Times, and Advertising Age.

Media, Ads + Commerce. https://mediaadsandcommerce.substack.com

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