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Beyond Keywords: The Evolution of Sponsored Ads
Description
Unpack the evolving landscape of retail media as Sponsored Ads shift from keyword-first to product-first targeting. We explore a third emerging approach—behavior-first advertising—and why it's gaining traction. Learn how established players like Amazon, Walmart, and Instacart are leading this transformation, while newer retail media networks still lean on traditional methods. Walk away understanding the trade-offs between control and monetization in this changing sponsored ad ecosystem.
CHAPTERS:
(00:00:00) About the Show
(00:00:46) Intro
(00:02:19) Two Traditional Models
(00:04:10) Product First Momentum
(00:05:56) Product-Based Advertising
(00:07:50) Behavior First Advertising
(00:11:27) Current Retail Media Networks
(00:13:03) Evolution of Bidding
(00:14:40) Brand Recommendations
(00:17:04) Outro
SOCIAL LINKS:
Website: https://www.retailmediabreakfastclub.com
LinkedIn: https://www.linkedin.com/in/kiri-masters/
Youtube: https://www.youtube.com/@retailmediabreakfastclub
Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//
Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb
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