On today’s episode, we’re joined by Steve Biddle, Chief Commercial Officer at Zitcha. With a career spanning Walmart, Meta, and now one of retail media’s leading orchestration platforms, Steve brings a uniquely deep perspective on how the retail media ecosystem has evolved — and where it still faces major growing pains.
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’t 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.
It’s a thoughtful, candid conversation about where retail media stands today — and what needs to happen next.
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