Pundit
Andrew Lipsman
5 receipts • Tracked since Apr 2026
Media, Ads + Commerce newsletter; retail media and CTV convergence.
Affiliations
No firm affiliations on record.
— Filed —
5 receipts
2024
1 prediction- Jan 1, 2024Story still evolving.“Agentic Commerce Is (Still) a Collective Hallucination”
As of early 2025, AI agents for commerce remain largely in pilot/experimental stages with limited widespread adoption, supporting Lipsman's caution about the near-term feasibility of the grand 'agentic commerce' vision.
2023
2 predictions- Jan 1, 2023Called it.“‘…earning national media dollars will only come if retail media networks (RMNs) stop acting like retailers and start acting like media companies.’”
Major RMNs have increasingly repositioned themselves as media businesses, investing in richer measurement, self-service tools, off-site and CTV inventory, and sales organizations targeting national brand media budgets, aligning with his conditional prediction.
- Feb 22, 2023Called it.“Why 2023 will be retail media’s inflection point. ... If the ‘Retail Media 1.0’ era was primarily about search-driven ecommerce, then Retail Media 2.0 … will be about moving up the funnel and across retail channels. ... US retail media off-site digital ad spend will jump by nearly $2 billion this year to $6.54 billion, rising by 37.7%—about twice the rate of the rest of retail media, according to our forecast. Its current exponential growth trajectory points to even larger increases in net new ad spend in the coming years.”
Off-site retail media grew significantly, and retail media strategies have increasingly emphasized upper-funnel and cross-channel approaches, validating the qualitative aspects of the prediction. While exact dollar figures are proprietary, the directional trends materialized as described.
2018
2 predictions- Jan 1, 2018Called it.“back in 2018, that retail media would become the next major evolution in digital advertising”
Retail media has indeed become a major segment of digital advertising, with significant growth and establishment of retail media networks by major retailers.
- Jan 1, 2018Called it.“Retail media will likely come full circle, moving from brick-and-mortar to digital to TV and right back into the physical store—only this time through digital media displays. While brick-and-mortar signage is still in the early phases of adoptions, particularly in grocery stores where it wields the greatest potential, it’s inevitable that retail media will get reintroduced into this environment—albeit in a different format.”
The prediction came true, as Andrew Lipsman himself reaffirmed in 2025 that retail media is expanding into in-store environments as the "next major frontier," offering significant incremental reach, with examples like Walmart's CTV push via Vizio.