{"id":20854,"date":"2025-10-14T15:21:00","date_gmt":"2025-10-14T19:21:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20854"},"modified":"2026-11-04T13:41:43","modified_gmt":"2026-11-04T18:41:43","slug":"growing-brands-without-getting-in-the-customers-way","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/growing-brands-without-getting-in-the-customers-way\/20854\/","title":{"rendered":"Retail Media Starts With the Neighbor: How Tractor Supply Helps Brands Grow by Serving Its Customers"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Becky Johnson, Advertising Week Writer &amp; Podcast Host<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Next Era of Commerce Media: How Tractor Supply Is Building for What\u2019s Ahead\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/J4hzplpjtWg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Tractor Supply\u2019s retail media strategy begins with a question about the shopper: Does the advertising make the experience better? In our Advertising Week New York session, \u201cThe Next Era of Commerce Media: How Tractor Supply Is Building for What\u2019s Ahead,\u201d the retailer discussed how that principle guides its work with brands, its use of technology and its plans for expansion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/nicholasward?utm_source=chatgpt.com\">Nicholas Ward, President and Co-Founder<\/a> of Koddi, led the conversation with <a href=\"https:\/\/www.linkedin.com\/in\/victoriamitchell2?utm_source=chatgpt.com\">Tori Haynie, Director of Retail Media and Digital Initiatives<\/a> at Tractor Supply Company. Tori described a network built around customer relationships and retail operations, with an emphasis on helping advertisers reach people without overwhelming them.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-1024x576.jpg\" alt=\"\" class=\"wp-image-20857\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-2048x1152.jpg 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_330-320x180.jpg 320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Tori\u2019s background in economics, operations and analytics shapes how she explains retail media to brands. Some of Tractor Supply\u2019s vendors have little experience advertising through other retailers, making a clear explanation of how the investment works particularly important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That analytical approach has also required some adjustment. Tori described the importance of understanding each campaign\u2019s objectives and balancing creative strategy with measurement to evaluate its contribution to a brand\u2019s goals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The customer base is broader than outsiders might assume. Alongside customers caring for livestock and land, Tractor Supply serves first-time pet owners and families moving farther out of town.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe know our neighbors, not our customers,\u201d Tori said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tori described a relationship that extends beyond transactions, including employing people who live the lifestyle the retailer serves and supporting agricultural education through 4-H and FFA. Shopping patterns can also reveal changing household needs, from switching dog food to adding more animals.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-1024x576.jpg\" alt=\"\" class=\"wp-image-20858\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-300x168.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-2048x1152.jpg 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-320x180.jpg 320w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_324-640x360.jpg 640w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The network takes the same view across stores and the website. Tori said the location of a transaction matters less than understanding when customers need each channel, whether they are researching a large purchase online or seeking advice and supplies in a store.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Building retail media within that experience required addressing concerns from colleagues about adding too much advertising. Tori said the goal is to help people find what they need while respecting Tractor Supply\u2019s role as a needs-based retailer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt has to be enhancing to the experience in some way, and it has to feel true and respectful to both Tractor Supply and the brand,\u201d Tori said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That approach also creates opportunities for smaller brands. Physical stores have limited room for products, while digital advertising can help emerging vendors introduce themselves, demonstrate demand and build a case for broader distribution. Tori described retail media as a way to \u201cgive a small brand a big voice.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tori said campaigns should reflect each brand\u2019s position and goals. A newer vendor may need a program that clearly demonstrates the value of its investment, while an established brand may benefit from a larger category or seasonal opportunity, including the retailer\u2019s annual live-chick sales.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-1024x576.jpg\" alt=\"\" class=\"wp-image-20859\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-300x168.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-2048x1152.jpg 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_320-320x180.jpg 320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Moving away from separate reporting systems for different ad products helped the Tractor Supply team assemble a fuller picture of performance with less manual work, Tori said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI supports that oversight. With thousands of campaigns running, Tori uses Koddi\u2019s AI-enabled reporting tools to identify where she needs to focus, including potential problems that merit a conversation with the team or an advertiser.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The aim is to act before an issue grows and make recommendations while a campaign can still be adjusted. Tori drew a distinction between that use of technology and using AI to respond to clients, which she said can make a relationship feel impersonal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cLearn what the other person is worried about or struggling with or what makes them successful,\u201d Tori said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tori measures the strength of those relationships partly through advertisers who return year after year. Remembering a business problem and consistently making progress toward solving it matters more than a superficial personal touch, Tori said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Over the past 18 months, Tractor Supply has brought its ad products and reporting up to the standard of other networks, Tori said. Building relationships with merchandising and in-store marketing teams have helped the network work more efficiently and earn a seat at the table across the business. Her next priority is making more advertisers aware of what Tractor Supply Media Network can offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One example of the network\u2019s expanding capabilities is a sponsored brand format that combines a still image or video with a carousel of up to 16 products. Tori said presenting a promotion and its eligible products together can make shopping simpler than asking customers to search and filter for each item.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The network is also expanding in-store advertising and exploring connected TV. Tori said those plans will reflect where Tractor Supply customers spend time and are receptive to new products.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-1024x576.jpg\" alt=\"\" class=\"wp-image-20863\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-300x168.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-320x180.jpg 320w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_333-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">For advertisers planning larger partnerships, Tori encouraged early conversations and clear objectives. Approaching the network eight to 12 months ahead can create opportunities to connect a brand with retail events that are still being planned.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tori also outlined Tractor Supply\u2019s approach to branded search: the network does not allow competitors to buy advertising against another brand\u2019s own branded search.Tori closed with a policy she acknowledged could be controversial: Tractor Supply does not allow competitors to buy advertising against another brand\u2019s own branded search. The network\u2019s purpose, Tori said, is to help advertisers grow rather than require them to defend customers already seeking their products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI think your money should go towards driving something new, and I\u2019m not in the business of taking credit for what would have already happened,\u201d Tori said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That policy sits alongside investment in brand pages that help customers learn about vendors and their products. For Tori, those experiences should be accessible across brand sizes, with customer education remaining part of the retailer\u2019s responsibility.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-1024x576.jpg\" alt=\"\" class=\"wp-image-20864\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-767x431.jpg 767w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-2048x1152.jpg 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_343-320x180.jpg 320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em><a href=\"https:\/\/www.linkedin.com\/in\/sarah-merians-5921415\/\">Sarah Merians Photography<\/a> for Advertising Week<\/em><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nicholas Ward, President and Co-Founder of Koddi, led the conversation with Tori Haynie, Director of Retail Media and Digital Initiatives at Tractor Supply Company. Tori described a network built around customer relationships and retail operations, with an emphasis on helping advertisers reach people without overwhelming them.<\/p>\n","protected":false},"author":26,"featured_media":20855,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[55],"topics":[2],"class_list":["post-20854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awny-2026-partner","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Retail Media Starts With the Neighbor: How Tractor Supply Helps Brands Grow by Serving Its Customers | 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\/growing-brands-without-getting-in-the-customers-way\/20854\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail Media Starts With the Neighbor: How Tractor Supply Helps Brands Grow by Serving Its Customers\" \/>\n<meta property=\"og:description\" content=\"Nicholas Ward, President and Co-Founder of Koddi, led the conversation with Tori Haynie, Director of Retail Media and Digital Initiatives at Tractor Supply Company. Tori described a network built around customer relationships and retail operations, with an emphasis on helping advertisers reach people without overwhelming them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/growing-brands-without-getting-in-the-customers-way\/20854\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-14T19:21:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-04T18:41:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID749-THE-NEXT-ERA-OF-COMMERCE-MEDIA-HOW-TRACTOR-SUPPLY-IS-BUILDING-FOR-WHATS-AHEAD_323-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"becky\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/growing-brands-without-getting-in-the-customers-way\\\/20854\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/growing-brands-without-getting-in-the-customers-way\\\/20854\\\/\"},\"author\":{\"name\":\"becky\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/691c982d02f2c27abe252eb0ce31e03b\"},\"headline\":\"Retail Media Starts With the Neighbor: How Tractor Supply Helps Brands Grow by Serving Its 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