Retail Media Networks are generating billions of dollars, but not all brands benefiting from them equally. Agility requires more than just shifting budgets to the newest channel; it demands a fundamental rethinking of how internal teams collaborate and how technology is applied to the unique environment of retail. Today, we're going to talk about the nuanced reality of Retail Media Networks. They represent one of the biggest shifts in marketing, but many brands are finding that the playbook from traditional digital advertising doesn't quite translate. We'll explore why simply plugging in programmatic tools isn't the silver bullet it's promised to be, how to navigate the internal budget battles between trade and media teams, and what it really takes for AI to deliver on its potential in a retail context. To help me discuss this topic, I'd like to welcome, Dave Simon, President of In-Store Marketplace at ISM. About Dave Simon David Simon, EVP of Advertising for Mood Media and President of Vibenomics and In-Store Marketplace (ISM), is a seasoned ad tech executive with extensive experience driving programmatic advertising growth across mobile app, CTV and web platforms. As former Chief Revenue Officer at Fyber, he led the mobile app ad monetization platform from $100 million to $500 million in revenue before its acquisition by Digital Turbine. His career spans leadership positions at Moloco, Jounce Media, Verizon Media, Vidible (acquired by AOL), Turn, Right Media and Yahoo. Simon specializes in programmatic strategy, marketplace development and bridging supply-demand gaps in retail media advertising. Dave Simon on LinkedIn: https://www.linkedin.com/in/davidjsimon/ Resources ISM: https://instoremarketplace.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agile Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company