{"id":12375,"date":"2026-05-13T13:38:22","date_gmt":"2026-05-13T17:38:22","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/05\/13\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/"},"modified":"2026-07-13T10:26:29","modified_gmt":"2026-07-13T10:26:29","slug":"retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/","title":{"rendered":"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs"},"content":{"rendered":"<p><\/p>\n\n\n<p class=\"wp-block-paragraph\">On today\u2019s episode, we\u2019re joined by Steve Biddle, Chief Commercial Officer at Zitcha. With a career spanning Walmart, Meta, and now one of retail media\u2019s leading orchestration platforms, Steve brings a uniquely deep perspective on how the retail media ecosystem has evolved \u2014 and where it still faces major growing pains.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this conversation, we unpack the operational and structural tensions slowing the next phase of retail media growth, including fragmentation across platforms, the disconnect between merchant organizations and retail media teams, and why traditional advertising metrics don\u2019t always reflect real retail outcomes. Steve also shares his thoughts on the future role of AI in simplifying retail media execution, why transparency across networks matters more than ever, and how stronger integration between merchant data and media systems could fundamentally reshape the industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a thoughtful, candid conversation about where retail media stands today \u2014 and what needs to happen next.<\/p>\n\n\n\n<h3 id=\"h-listen-to-all-episodes-on-your-favorite-podcast-platform\" class=\"wp-block-heading\">Listen to all episodes on your favorite podcast platform:<\/h3>\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/retail-media-unboxed\/id1780604899\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/1uSKA81do3KoeDT4oNvBN6\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.youtube.com\/playlist?list=PLcTvMd3G4U68evC-AswSjfo-px8d_Jo1w\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<iframe title=\"Retail Media&rsquo;s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs\" allowtransparency=\"true\" height=\"150\" width=\"100%\" style=\"border: none; min-width: min(100%, 430px);height:150px;\" scrolling=\"no\" data-name=\"pb-iframe-player\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=unja2-1ac23fe-pb&amp;from=pb6admin&amp;pbad=0&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1b1b1b&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=60a0c8\" loading=\"lazy\"><\/iframe>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>On today\u2019s episode, we\u2019re joined by Steve Biddle, Chief Commercial Officer at Zitcha. With a career spanning Walmart, Meta, and now one of retail media\u2019s leading orchestration platforms.<\/p>\n","protected":false},"author":7,"featured_media":12376,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[23,33],"class_list":["post-12375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-podcast","topics-retail-media-unboxed"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs\" \/>\n<meta property=\"og:description\" content=\"On today\u2019s episode, we\u2019re joined by Steve Biddle, Chief Commercial Officer at Zitcha. With a career spanning Walmart, Meta, and now one of retail media\u2019s leading orchestration platforms.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-13T17:38:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-13T10:26:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/169stevebiddle.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs\",\"datePublished\":\"2026-05-13T17:38:22+00:00\",\"dateModified\":\"2026-07-13T10:26:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/\"},\"wordCount\":179,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/169stevebiddle.jpg\",\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/\",\"name\":\"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/169stevebiddle.jpg\",\"datePublished\":\"2026-05-13T17:38:22+00:00\",\"dateModified\":\"2026-07-13T10:26:29+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/169stevebiddle.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/169stevebiddle.jpg\",\"width\":1920,\"height\":1080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\\\/12375\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/","og_locale":"en_US","og_type":"article","og_title":"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs","og_description":"On today\u2019s episode, we\u2019re joined by Steve Biddle, Chief Commercial Officer at Zitcha. With a career spanning Walmart, Meta, and now one of retail media\u2019s leading orchestration platforms.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/","og_site_name":"AW360","article_published_time":"2026-05-13T17:38:22+00:00","article_modified_time":"2026-07-13T10:26:29+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/169stevebiddle.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs","datePublished":"2026-05-13T17:38:22+00:00","dateModified":"2026-07-13T10:26:29+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/"},"wordCount":179,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/169stevebiddle.jpg","articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/","name":"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/169stevebiddle.jpg","datePublished":"2026-05-13T17:38:22+00:00","dateModified":"2026-07-13T10:26:29+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/169stevebiddle.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/169stevebiddle.jpg","width":1920,"height":1080},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/retail-medias-growing-pains-steve-biddle-on-fragmentation-merchant-alignment-and-the-next-evolution-of-rmns\/12375\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Retail Media\u2019s Growing Pains: Steve Biddle on Fragmentation, Merchant Alignment, and the Next Evolution of RMNs"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12375","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=12375"}],"version-history":[{"count":3,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12375\/revisions"}],"predecessor-version":[{"id":17997,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12375\/revisions\/17997"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12376"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12375"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12375"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12375"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12375"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}