Retail media is no longer a plucky, upstart new channel. It's rode the first wave of investment and excitement, but now is the time to prove its staying power.

On this episode of the Performance Marketing Unlocked podcast, host Joe sits down with two retail media experts, Ollie Shayer, Senior Director, Global Strategy and Innovation at SMG, and Daniel Knapp, Chief Economist, IAB Europe, to talk about the future of the channel.

Recorded on the ground at Retail Media Summit UK 2025, the respective interviews dive into what the "second phase" of retail media is going to look like, from deployment of the channel in the UK versus the US to its growth prospects amid a turbulent economy.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

Ollie Shayer on his move to SMG and the challenges surrounding retail media (1:29)

Daniel Knapp forecasts retail media's future and talks differences between the UK and US (9:03)

~ Further reading ~

Six spicy predictions for retail media in 2026

Rory Sutherland explains everything wrong with performance marketing

Iceland expands retail media network through Epsilon partnership

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Rory Sutherland famously dislikes much of what performance marketing offers, acknowledging that while the lower-funnel is important, many marketers are "painting themselves into a performance corner" to justify their existence.

On this episode of the Performance Marketing Unlocked podcast, Sutherland explains what marketers are doing wrong and how they can better utilise performance-orientated data to generate sustainable brand building. He also outlines retail media's role in generating 'brandformance' and why the success of the frozen paratha should propel a return to frozen food in Britain.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

What's wrong with performance marketing? (1:48)

How retail media can build a bridge between brand and performance (23:15)

Why frozen food needs to make a return in Britain (31:31)

~ Further reading ~

Investing in performance marketing is not enough, a view from Rory Sutherland

Havas Market’s Alex Walker on navigating adland in a time of ‘information overload’

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With OpenAI officially seeking a 'Growth Paid Marketing Platform Engineer', it appears that ChatGPT becoming an advertising platform is finally upon us.

On this episode of the Performance Marketing Unlocked podcast, PMW's editorial team dissect industry leaders' hot takes on the rumours, outlining how the innovation may impact marketers, whether or not competing large-language-models will follow suit, and how regulators can catch-up with generative AI's ever-growing expansion.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

What does adland make of ChatGPT's advertising potential? (1:26)

Are we about to see the formation of yet another monopoly? (13:39)

~ Further reading ~

ChatGPT ad plans revealed? OpenAI seeks ‘paid marketing’ engineer

‘A seismic shift’: How ChatGPT becoming an ad platform would impact adland

Hosted on Acast. See acast.com/privacy for more information.