Inside Kristi Argyilan’s RMN playbook: Lessons from the ‘godmother’ of retail media

Welcome to the era of the ad network arms race. Over the past year, retail media and other ad networks have been pulling out all the stops to convince media buyers that they’ve evolved from performance-driven tools into full-funnel media ecosystems.

With more than 250 ad networks — and counting — all fighting for the same ad dollars, the competition is getting stiff, and the RMN space is becoming increasingly crowded. Amid the so-called retail media gold rush, Kristi Argyilan, the global head of Uber Advertising, turns to her own RMN playbook.

Dubbed the “godmother” of retail media by AdExchanger, Argyilan has seen the ad network category from every angle — buyer, seller, publisher, and client. Argyilan’s retail media scorecard dates back to her stint as president of Target’s Roundel back in 2019, svp of retail media at Albertsons Media Collective in 2021 and global head of Uber Ads since last December.

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