Transform Retail Media Campaign Launch—in Under 5 Minutes—with Generative & Agentic AI

Yeah, it’s uh been quite some time since uh we started with Dynamic Creative and it were actually here in KN uh in 2016 I believe when you interviewed me and uh uh the industry has changed quite a bit. Obviously, the last couple of years have gotten quite interesting with retail media and you know, Amazon showed up in the port right across the street there. And uh so what we’ve been doing is kind of transforming from the dynamic creative technology that we’ve developed to uh creating a very specialized platform for retail media networks allowing brands to easily run campaigns across all of the different retail media networks that have come about since then. So tell us how that works in terms of the media. So is it on-site, is it off-site, is it a combination? So it’s it’s a combination. And so initially, as you probably know, when retail media started out, it was all just product listings, sponsorships, and so on so forth. But almost every retailer has now gone offsite to other media platforms like Meta, uh, offsite to programmatic, CTV, uh, in storere and so on so forth. So it’s really all of that. We had the underlying technology to deliver ads to all of that and deliver dynamic creative there. So we built uh a layer on top of that to make it really easy to launch these campaigns in quickly and easily. So we we say you can launch a campaign in less than 5 minutes and we do deliver on that. So tell us about Da Vinci and and and a new product. Yeah. So Da Vinci basically you know what we realize when we look at retail media is first off every retailer has their own formats, their own specs and all the different channels that they run on, right? And so you’re producing creative not once to run across all the media networks but over and over and over again right so that creates a huge burden for brands to be able to recreate the same ad and now you’ve got product content in it offers in it and so on. So it becomes a huge burden for them. So what we did is we said well what if we uh created a number of pre-approved predefined templates. So think of Amazon templates, Walmart templates, Kroger templates, etc. made them available to the brand and they could then swap in their product content, tie it to first party audiences that each of the retailers have and launch it. And and by doing that, we’ve reduced the amount of time that it takes to launch a campaign from weeks to minutes because you just pick a template, pick the products you want to advertise, uh tie it to different audiences. And we’ve integrated into the DSP platforms and the APIs of Amazon and Meta and so on so forth to make that process really easy and straightforward. Yes. You know, as we sit here 10 years on from when we met last time, uh, Commerce Media has really become huge. Uh, in fact, it’s the largest group of our sponsors. Today, we’re sponsored by CBS, uh, and will be sponsored by Albertson’s. And, um, how do you attribute the growth of retail media and where might it be going? Yeah, that’s a great question. And you know that’s the reason we you know uh jumped into it so to speak because advertising has all been about data and the precision of the data right so you had search data from Google and Google obviously is a very large company then you had social data or you know demographic data from meta and so I see retail news as a third wave where uh product purchase data transaction data which is basically the most precise and frankly that’s what brands are looking for what did you buy what have you bought in the in the past which brands are your favorites and so on. So that data, harnessing that data and tying it into advertising, I think is the future, right? And I that’s why retail media and commerce media are growing so fast.