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

By AdExchanger Content Studio

Tuesday, July 1st, 2025 – 12:21 pm

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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.

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Amazon ads

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audience targeting

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Cannes 2025

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Cannes Lions 2025

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Commerce Media

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contextual ad targeting

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cross device

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full-funnel marketing

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Retail Media

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Skai

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The Retail Media Shift to Omnichannel with Michelle Urwin, CMO Skai, for Amazon Ads | Cannes 2025

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