Unpacking Amazon Ads’ unBoxed 2024: An Interview with Skai’s EVP of Product Noa Reikhav

Amazon Ads’ unBoxed event has become one of the most significant annual gatherings in the world of retail media advertising. As new innovations continue to transform the industry, one area generating significant buzz is streaming TV/CTV. With its ability to integrate seamlessly into the full-funnel approach, CTV is reshaping the way brands engage with consumers and connect advertising touchpoints.

As the industry’s largest player, Amazon is undeniably the driving force behind many of the innovations shaping this rapidly growing space. With its unparalleled scale and first-mover advantage, Amazon sets the pace for retail media networks (RMNs) globally. What it does, others follow, making unBoxed a critical event for brands, advertisers, and technology providers who want to stay ahead of the curve.

This year’s event in Austin, Texas, was bigger and more impactful than ever. With a packed agenda of product innovations, advertising best practices, and forward-looking discussions, attendees gained invaluable insights into the future of retail media. Skai was proud to be a gold event sponsor, underscoring our commitment to pushing the boundaries of what’s possible in retail media and programmatic advertising.

Skai’s EVP of Product, Noa Reikhav, represented the company in a highly anticipated unBoxed 2024 session about harnessing data and AI to elevate CTV and display advertising performance. With her extensive experience driving product innovation across multiple markets, Noa and leaders from Marketwake and Yamaha Motor Corporation, USA explored how advertisers can move beyond traditional media buying strategies and adopt more holistic, full-funnel approaches to maximize results across platforms like Amazon.

We chatted with Noa about unBoxed, the evolving landscape of retail media, the role of AI in driving smarter campaigns, and what brands can do to make the most of the upcoming holiday season. She also shared her thoughts on tailoring product strategies for different global markets and offers practical advice for brands looking to succeed in an increasingly competitive environment.

Retail media has evolved rapidly over the past few years. What are the most exciting opportunities for advertisers today, and how can they leverage platforms like Amazon Ads to stay ahead of the competition?

Noa: Retail media is experiencing tremendous growth, driven by shifts in consumer behavior and advancements in technology. Platforms like Amazon offer a powerful combination of data and scale, allowing brands to connect with shoppers at critical moments in their buying journey. Here at Skai, we’ve seen how leveraging these capabilities can give advertisers deep insights into customer behavior, enabling more personalized and effective campaigns.
To stay ahead, brands must fully embrace retail media’s data-rich environments.

My colleagues and I at Skai believe it’s not just about placing ads—it’s about shaping entire strategies around the insights gathered from these platforms. With tools that allow cross-channel campaign management, brands can create a seamless customer experience that drives engagement and conversions. Those who invest in understanding these platforms will build more integrated campaigns, standing out in an increasingly competitive space.

Amazon’s unBoxed 2024 was an exciting platform for innovative advertising discussions. Talk to us about your session, “Maximize Business Growth with Streaming TV and Display—even if You Don’t Sell on Amazon,” and how it ties into current retail media trends?

Noa: In my session, I explored the critical role of streaming TV/CTV and data-driven advertising strategies, and how brands can harness AI to elevate their campaign performance. Streaming TV, in particular, offers advertisers a unique chance to deliver highly personalized, impactful ads across a growing digital landscape. This session was a collaborative deep dive, spotlighting the strategic approach of Yamaha and Marketwake. By using our platform, this brand and agency have been able to fully unlock the potential of AI and data-driven insights to create holistic, full-funnel campaigns that shine in a competitive marketplace..

What’s especially exciting is the shift towards smarter, more dynamic campaigns. At Skai, we’ve developed advanced AI and machine learning tools that enable advertisers to optimize their campaigns in real time—an advantage particularly valuable during key retail moments like the holiday season. I’ll be sharing how brands can use these technologies not only to meet but exceed their goals. 

I was joined at our unBoxed 2024 session by David Manders from Yamaha Motor Corporation, USA, whose innovative approach to digital advertising has been a standout example of using data to drive campaign success. Anna Kate Newall from Marketwake also provided insights on leveraging Amazon’s robust advertising capabilities and how they work in harmony with Skai’s advanced AI solutions to create seamless customer experiences.

You’ve led teams across multiple global markets. How do you tailor your product strategy to meet the needs of different regions, and how does that influence your approach to retail media solutions?

Noa: One of the key challenges—and opportunities—when working across global markets is adapting strategies to local nuances while maintaining a cohesive global vision. At Skai, we’ve found that building flexible solutions tailored to each region is critical. This often involves working closely with local teams to understand customer behavior, competitive landscapes, and regulatory environments.

For retail media, it means developing campaigns and tools that are not only culturally relevant but also compliant with local data laws and consumer preferences. Retail media is evolving at different speeds globally, so we’ve ensured that our solutions can be scaled and customized. By embedding local dynamics into our global strategy, we empower brands to deliver meaningful, localized campaigns at scale.

You’ve been instrumental in driving innovation in AI-powered advertising solutions at Skai. How will AI transform the retail media landscape in the next few years?

Noa: AI has already revolutionized how we think about advertising, and it’s only going to accelerate from here. We’ve seen firsthand at Skai how AI-powered solutions can drive efficiency and precision in campaigns. Whether automating bidding strategies, optimizing creative, or predicting consumer behavior, AI enables advertisers to be more agile and effective.

Looking ahead, AI will play an even more profound role in personalizing the customer journey, allowing brands to deliver hyper-targeted content at every stage of the funnel. The true power of AI lies in its ability to continuously learn and improve. As algorithms become more sophisticated, we’ll be able to offer advertisers insights faster, helping them react in real time and make smarter, more responsive decisions. We believe the brands that fully embrace these technologies will lead the charge in retail media.

With your extensive experience in programmatic advertising and social commerce, what advice would you give to brands looking to optimize their campaigns for peak shopping seasons like the holidays?

Noa: The key to success during peak shopping seasons is preparation and agility. Brands must start planning early, using historical data to predict trends and shape their strategy. Optimizing creative and messaging for the holiday season is essential, but just as important is the ability to pivot quickly. We’ve developed tools at Skai that help brands use automation and AI-driven optimizations, allowing them to capture high-intent audiences at the right moment.

I suggest leveraging automation wherever possible so brands can focus on broader strategies rather than manual tasks. At Skai, we’ve seen how real-time bidding and full-funnel approaches can create a more cohesive customer journey, particularly during high-traffic periods like the holidays. This approach ensures brands maximize their impact across every touchpoint, from awareness to conversion.

Unboxing unBoxed

Noa Reikhav’s insights underscore the transformative role that data and AI are playing in retail media, especially as brands look for more innovative ways to optimize their advertising efforts. Her session at unBoxed 2024 focused on full-funnel approaches and how leveraging real-time data can help advertisers drive better performance during critical shopping periods like the holidays. Noa’s strategies offer practical takeaways for any brand serious about staying competitive that can make a significant impact.

Read Noa’s take on all of Amazon Ads’ big announcements at unBoxed 2024.