The Power of Expertise in Retail Media

One of the things I really appreciate about the LinkedIn Top Voices program is its focus on expert voices—credible people who provide thoughtful, informed perspectives on topics that matter most.  Opinions are everywhere, but it’s the voices with real-world expertise that are truly worth listening to.

It’s a concept that’s relevant to my day-to-day work at The Desire Company. We’ve built a business on the belief that expertise matters—whether it’s helping someone make a better purchase decision or shaping how an industry evolves. When you elevate people who know their stuff, you raise the standard for everyone.

Which is why I was genuinely surprised to see that Retail Media isn’t a Top Voices category.

Retail Media Is No Longer Emerging. It’s Booming.

Given the sheer volume of conversation happening on the platform—and the fact that in 2024 US retail media ad spending grew to $52.3 billion with forecasts that it will overtake TV ad spend by 2026—it feels like a major gap. Retail media isn’t an emerging topic anymore. It’s here, it’s booming, and it’s reshaping how brands show up for their consumers.

A Lesson from Cannes Lions: Titles Reflect Industry Evolution

It actually took me back to 2013, when I was leading global brand PR at Coca-Cola. We’d just been informed that we were being awarded Advertiser of the Year at the Cannes Lions—the “Oscars” of the advertising world. It was an incredible honor, of course. But also… it felt a little off.

By then, advertising was just one piece of the marketing puzzle. We were building global narratives and connecting with consumers through multi-platform campaigns. So, on a call with the Cannes Lions executive team—alongside Coca-Cola’s then Head of Creative, Jonathan Mildenhall—we floated a suggestion: maybe Creative Marketer of the Year was a better name for the award?

They agreed. And Coca-Cola became the first-ever recipient under the newly renamed title. A symbolic shift that reflected a much larger one happening across the industry.

Which brings me back to LinkedIn.

LinkedIn, Let’s Evolve Again

Sometimes even the most obvious evolutions need a little nudge. So here I am:
LinkedIn—have you considered adding Retail Media to your Top Voices program? It’s time.

And when you do, I’d love to nominate someone who’s been a true trailblazer in this space. He also happens to be my co-founder (and yes, my husband), Eric Sheinkop. But titles aside, it’s the bold, visionary work he’s doing in retail media that makes him exactly the kind of voice this category deserves.

Thanks for continuing to elevate real expertise..

— Judith Levey COO & Co-Founder, The Desire Company