Opinion

Curated deals were once seen as a smart way to bring structure to programmatic chaos. Today, they’ve become table stakes.

With Amazon Prime Day in full force, marketers are navigating one of the biggest retail events of the summer. But this Prime Day isn’t just a moment to drive sales; it’s a critical opportunity to test and learn.

CTV advertisers have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. We need to stop chasing CTV impressions and start chasing impact.

Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.

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. […]

In this fast-paced and insightful conversation from Cannes, Michelle Urwin, Chief Marketing Officer at Skai, breaks down the top three trends shaping Amazon Ads and how advertisers are successfully targeting their rich data across platforms and devices driving more revenue and maximizing campaign performance.

The demise in recent years of legacy DSPs is not a glitch in the matrix; it’s a business model failure, leaving SSPs and publishers to pick up the pieces. 

In an omnichannel environment, managing and selling ads is becoming too complex for humans to handle alone. That’s why many are turning to AI tools to maximize ad inventory

Sometimes it takes an outsider to point out the obvious: There was a lot of talk about AI in Cannes, but where is the real ad tech innovation?

In a world where privacy regulations are tightening and third-party cookies are increasingly unreliable, first-party data has emerged as a cornerstone of modern marketing strategy.