In this episode, Keith Bryan, the architect behind Best Buy’s pioneering Retail Media Network, sits down with The Middlemen to unpack the evolution and future of retail media. Bryan shares the story of how he helped launch Best Buy’s RMN, the unique challenges of building media networks within specialty and high-frequency retail environments, and why the merchant organization must remain at the core of any successful retail media strategy. The conversation explores the increasing overlap between retailers and publishers, the critical role of first-party data, and the growing importance of content-rich experiences for shoppers. Bryan also discusses why retailers may soon acquire publishers to create more integrated, measurable, and engaging customer journeys—offering a candid look at the organizational, technological, and economic shifts driving this transformation. Whether you’re in digital media, retail, or publishing, this episode offers a front-row seat to the strategies and partnerships that could define the next decade of commerce and media.

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