In episode 508 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Tyler Lusebrink, head of brand partnerships for retail media network RedVest Media at ACE Hardware, the world's largest hardware cooperative. Listen in as Lusebrink discusses retail media’s rapid growth (1:20) and how measurement is shifting to decision-driven approaches with closed-loop outcomes and real-time optimization (3:00). He discusses why retail media success varies by brand objectives (5:00) and highlights the need to connect media with merchandising, seasonality, and store execution (6:30). ACE Hardware aligns campaigns with inventory and omnichannel behavior using data from its 70 million-plus rewards members, real-time stock data, and tracking across in-store and online sales, supported by signage and audio pilots (9:00).

In addition, Lusebrink shares how artificial intelligence and data are enhancing real-time audience targeting, bid optimization, and faster decision-making in retail media (12:30). He advises brands to integrate retail media into broader commercial plans, eliminate silos, ensure full-funnel consistency, and reduce customer friction (14:30).

Tyler Lusebrink is head of brand partnerships for Ace Hardware’s retail media network, RedVest Media. In this role, he drives growth by cultivating new business opportunities, expanding strategic partnerships, and developing innovative ways for brands to engage Ace Hardware’s customers across more than 5,000-plus stores nationwide. With deep experience in retail media, Tyler plays a key role in shaping the strategy and evolution of RedVest, helping position Ace Hardware as a competitive force in an increasingly dynamic retail landscape. Prior to joining Ace Hardware in late 2025, Tyler led new business initiatives at Dollar General Media Network and was part of the emerging and new business team at Kroger Precision Marketing.