Home AdExchanger Talks Retail Media Explodes, With Pacvue President Melissa Burdick
PODCAST: AdExchanger Talks

Retail Media Explodes, With Pacvue President Melissa Burdick

By

SHARE:
Melissa Burdick right side

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts.

Melissa Burdick is the cofounder and president of Pacvue, which launched in 2017 to help advertisers scale on big ecommerce platforms like Amazon, Walmart and Instacart. The retail media space has accelerated significantly since the biggest chains jumped in, with the entry of ad offerings from retail heavyweights like Kroger, Walgreens and CVS.

“Every week I get contacted by a new retailer,” Burdick says in this episode. “Either they’re starting to create or they are in process of creating a self-service model. I think we’re going to see an explosion of these retailers building through owned and operated.”

Pacvue aims to simplify the workstream for these agencies and brand, providing them with one place to log in and manage campaigns. Its customers include Unilever, Duracell and Johnson & Johnson.

Also in this episode: Burdick discusses her many years with Amazon, where she helped grow the CPG and beauty vertical before switching over to ads.

Must Read

Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).
antitrust

2025: The Year Google Lost In Court And Won Anyway

From afar, it looks like Google had a rough year in antitrust court. But zoom in a bit and it becomes clear that the past year went about as well as Google could have hoped for.

Measurement

Why 2025 Marked The End Of The Data Clean Room Era

A few years ago, “data clean rooms” were all the ad tech trades could talk about. Fast-forward to 2026, and maybe advertisers don’t need to know what a data clean room is after all.

Publishers

The AI Search Reckoning Is Dismantling Open Web Traffic – And Publishers May Never Recover

Publishers have been losing 20%, 30% and in some cases even as much as 90% of their traffic and revenue over the past year due to the rise of zero-click AI search.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
CES 2026

No Waiting for May – CES Is Where The TV Upfront Season Starts 

If any single event can be considered the jumping-off point for TV upfronts, it’s the Consumer Electronics Showcase (CES), which kicks off this week in Las Vegas, Nevada.

Comic: This Is Our Year
Comic

Comic: This Is Our Year

It’s been 15 years since this comic first ran in January 2011, and there’s something both quaint and timeless about it. Here’s to more (and more) transparency in 2026, and happy New Year!

Opinion

From AI To SPO: The Top 10 AdExchanger Guest Columns Of 2025

The generative AI trend generated endless hot takes this year, but the ad industry also had plenty to say about growing competition between DSPs and SSPs. Here are AdExchanger’s top 10 most popular guest columns of 2025 and why they resonated.

Popular

  1. agentic AI

    AI Agents Are Taking Over NBCU’s Linear TV Buys

    NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio – including live sports on linear.

  2. Measurement

    Why 2025 Marked The End Of The Data Clean Room Era

    A few years ago, “data clean rooms” were all the ad tech trades could talk about. Fast-forward to 2026, and maybe advertisers don’t need to know what a data clean room is after all.

  3. By Scott Messer, The AdTech Therapist & Principal at Messer Media
    OPINION: The Sell Sider

    Media In 2026: From Managed Decline To Ruthless Independence

    The era of “managed decline” is over; the era of existential clarity has begun. Publishers are no longer guessing what the post-platform world looks like. We are living in it.

  4. Publishers

    The AI Search Reckoning Is Dismantling Open Web Traffic – And Publishers May Never Recover

    Publishers have been losing 20%, 30% and in some cases even as much as 90% of their traffic and revenue over the past year due to the rise of zero-click AI search.

  5. CES 2026

    No Waiting for May – CES Is Where The TV Upfront Season Starts 

    If any single event can be considered the jumping-off point for TV upfronts, it’s the Consumer Electronics Showcase (CES), which kicks off this week in Las Vegas, Nevada.