Home Content Studio How Advertisers Are Unlocking Full-Funnel Growth with Amazon Ads & Agentic AI | Michelle Urwin, Skai
Content Studio

How Advertisers Are Unlocking Full-Funnel Growth with Amazon Ads & Agentic AI | Michelle Urwin, Skai

By AdExchanger Content Studio

SHARE:

Michelle Urwin, Chief Marketing Officer of Skai, joined Sarah Sluis at Cannes Lions 2025 to share the biggest shifts in commerce media . From Amazon’s expanding DSP and full-funnel capabilities to the rise of Agentic AI in campaign optimization, this conversation dives into how retail media is evolving fast, and how advertisers can keep up. Whether you’re deep in retail media omnichannel campaigns, or just starting to explore full-funnel Amazon advertising, this interview is packed with actionable insights.

Learn more

Related Stories

Must Read

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.

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.

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

Comic

Comic: Season's Beatings

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

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. 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.

  3. 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.

  4. 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.

  5. OPINION: AI

    Can AI Chatbots Run Ads Without Losing Consumer Trust?

    AI search platforms are introducing ads. But if the ads don’t add value and maintain authenticity, platforms risk losing consumer trust.