In this clip, retail media strategist *Andrew Lipsman* drops a real nugget of truth — retail media networks need to stop acting like retailers and start acting like media companies. If you're still measuring everything through a ROAS lens, you're missing the point — and the opportunity.
Retail media strategy is no longer just about on-site ads. With connected TV advertising and off-site retail media on the rise, retail media networks must evolve. That means speaking the language of CMOs, embracing traditional media measurement, and building real partnerships.
Amazon and Walmart are already leading the charge. If you’re not rethinking your retail media strategy, you’re already behind. Retail media networks that fail to act like media companies will get left behind in the performance TV era.
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from *The Retail Razor Show* #podcast
*S6:E4 The Retail Media Shift Nobody's Talking About"
*Released on March 27, 2026*
*Guest info*
*Andrew Lipsman* https://www.linkedin.com/in/andrew-lipsman-10b2162/
Analyst, Consultant, and Founder - *Media, Ads + Commerce*
https://mediaadsandcommerce.substack.com
*Chapters*
00:00 RMNs Think Like Media
00:11 Measurement Over ROAS
00:41 Partnerships Power Scale
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