The Drum caught up with Jenny Holleran, vice-president of Kroger Precision Marketing, at Shoptalk 2025 in Las Vegas to find out what it really takes to build a retail media network with staying power.

When it comes to retail media, everyone claims to have a network. But Jenny Holleran isn’t convinced. “You can monetize your website,” she says, “but that doesn’t make you a retail media network.”

When KPM launched, it used the data science business as a cornerstone. Holleran says there were only a handful of players in the space – and even calling yourself a “retail media network” was a bold and controversial statement.

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