{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/66912ea5fbb3fc8e8060b63c/69e68fa8abe143da5b39db1a?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"EP42 – The Trade Desk Vs HoldCos beef; Airline Media; and how to get hired","description":"<p>Retail Media Therapy – EP42</p><p>Hiring Boom, Industry Beef &amp; The Rise of Airline Media</p><p><br></p><p>This week, Viv Craske and Colin Lewis unpack three major shifts in retail media:</p><ul><li>A growing power struggle between holding companies and The Trade Desk</li><li>A surge in retail media hiring (and what it takes to stand out)</li><li>Why airlines are becoming retail media giants</li></ul><p><br></p><p>Topic 1: The Trade Desk vs Holding Companies</p><p>A major industry conflict is brewing:</p><ul><li>Omnicom joins Publicis, WPP, and Dentsu in investigating The Trade Desk</li><li>Official concern: transparency and platform fees</li><li>Unofficial theory: control and margin pressure</li></ul><p><br></p><p>Key Insight:</p><p>Holding companies may want to:</p><ul><li>Own media buying infrastructure (“the pipes”)</li><li>Monetize their own AI-driven targeting</li><li>Reduce reliance on third-party platforms</li></ul><p>Is The Trade Desk still a partner… or now a competitor?</p><p><br></p><p>Topic 2: Retail Media Hiring Boom</p><p>Retail media is officially mainstream.</p><p><br></p><p>What’s happening:</p><ul><li>26 new roles spotted in one week alone</li><li>Hiring across retailers, agencies, and platforms globally:</li><li>UK: Tesco, Ocado, Deliveroo, WPP</li><li>US: Macy’s, CVS, Dentsu</li><li>Europe: Douglas, ICA</li><li>Even banks launching media networks</li></ul><p><br></p><p>Skills You Need to Win:</p><ul><li>Commercial mindset + revenue focus</li><li>Retail and media expertise</li><li>Stakeholder management</li><li>Storytelling &amp; negotiation</li><li>Strategic + analytical thinking</li><li>Adaptability</li></ul><p><br></p><p>Colin’s 5 Winning Mindsets:</p><ol><li>Build expertise across disciplines (especially brand growth)</li><li>Develop personal agency (be a “doer”)</li><li>Master modern collaboration</li><li>Think like a showrunner (vision + detail)</li><li>Adopt a test &amp; learn mentality</li></ol><p><br></p><p>Topic 3: Airline Commerce Media</p><p>Airlines are quietly becoming powerful retail media platforms.</p><p><br></p><p>Why it matters:</p><ul><li>Airlines historically make ~$5–$7 profit per seat</li><li>Through retailing (upsells, hotels, cars), that can jump to $100+ per customer</li></ul><p>The Game Changer: Connectivity (e.g. Starlink)</p><ul><li>Real-time passenger data + loyalty profiles</li><li>Enables personalized, high-value advertising</li><li>Creates a captive, high-intent audience</li></ul><p>Opportunity:</p><ul><li>Turn onboard experiences into media channels</li><li>Replace generic ads with personalized content</li><li>Unlock high-margin revenue streams</li></ul><p><br></p><p>🔗 Follow &amp; Learn More</p><p>🌐 retailmediatherapy.com</p><p> ⭐ Don’t forget to rate &amp; follow the podcast</p>","author_name":"Grace & Co | Retail Media Experts"}