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# Retail media’s tech gap isn’t the tools — it’s the org chart
- URL: https://fabric.media/retail-medias-tech-gap-isnt-the-tools-its-the-org-chart/
- Published: 2026-09-08T21:10:39.000Z
- Updated: 2026-09-08T21:10:40.000Z
- Description: A Drum column traces four eras of retail media tech, from in-house builds to composable cloud stacks to AI-ready data, arguing today’s networks have more good technology available than ever but little organizational appetite to install it.
- Author: Fabric.Media Editorial
- Tags: Retail-media, Kiri Masters, The Drum: retailers make bad adtech decisions

**Why it matters.** Networks that chase composable, AI-ready stacks without the budget cycle or org runway to match end up in the “squeezed middle,” stuck with neither scale nor differentiation.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=fabric.media) *·* [*Kiri Masters*](https://fabric.media/tag/by-kiri-masters/) *·* [*read the original*](https://www.thedrum.com/news/why-good-retailers-make-bad-ad-tech-decisions?ref=fabric.media)*.*