Retail Media Explodes, With Pacvue President Melissa Burdick

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.

Tagged in:

Melissa Burdick

Pacvue

Must Read

Programmatic

TV Manufacturer Telly Touts Programmatic Home Screen Ads

Telly, the startup that gives away free smart TVs in exchange for data and ad exposure, is making its home screen ads available for brands to buy programmatically – and pushing for industry standards to help attract more spend.

Marketers

AI Is Helping L’Oréal Brainstorm Unique Ways To Reach Male Audiences

L’Oréal adopted creative AI platform Springboards to generate creative ideas that led to a collaborative, ongoing ideation process.

AdExchanger's Big Story podcast with journalistic insights on advertising, marketing and ad tech

PODCAST: The Big Story

Google Had Its Day In Court. Now, It’s Amazon’s Turn

Google won’t have to break up its ads business after being declared an online monopolist. Meanwhile, Amazon faces a lawsuit from the FTC alleging that it charged advertisers more than necessary for ecommerce ads.

Platforms

The FTC’s Amazon Lawsuit Is Ad Tech’s History Of Opacity Repeating Itself

Buy-side experts said it’s another example of a Big Tech platform taking advantage of the lack of transparency built into programmatic ad auctions. And they’re not optimistic change is coming.

Commerce Roundup

How The Fin Tech Clearco Finances Ecommerce Startups (Without Losing Its Shirt)

This week, the Commerce Media Newsletter catches up with a startup from outside the world of data-driven advertising, but with an interesting position when it comes to ecommerce advertising. That’s Clearco, a Canadian fin tech company founded in 2015.

LOS ANGELES, CALIFORNIA - APRIL 26: Halo Collar CMO Seth Solomons attends a Celebration to Shine a Light On Dog Safety With Halo Collar on April 26, 2022 in Los Angeles, California. (Photo by Stefanie Keenan/Getty Images for Halo Collar)

Marketers

How Halo Collar Uses Data And Incrementality To Raise Both Awareness And Sales

Halo Collar, a dog collar brand with direct-to-consumer origins, is preparing for its retail expansion by honing its first-party data strategy and incrementality measurement.

Must Read

Popular