The retail media landscape is like quicksand—constantly shifting, evolving, and presenting new challenges. This is why Joshua Kreitzer, founder and CEO of omnichannel ecommerce and retail media ad agency Channel Bakers, brings something fresh to the table.
In this interview, he delves into several hot topics: the Digital Leap Summit, Amazon’s nuanced advertising game, Gen Z’s purchasing power, and the timeless debate—should agencies build or buy tech?
From Digital Leap Summit to retail media’s future
The Digital Leap Summit is not just another business conference. According to Kreutzer, it’s an invitation to jump into the deep end of the retail media pool. Hosted in Newport Beach, California, this event is a power-packed three-hour session designed to educate businesses on leveraging retail media for scaling traffic.
“Today’s current business landscape requires you to be on top of the latest trends, and this summit is our way of imparting that knowledge,” says Kreutzer.
Amazon’s multi-faceted advertising arsenal
When we think of Amazon, we often limit our vision to just the marketplace. However, as Kreutzer explains, the behemoth has its tentacles in everything from Prime Video to Alexa devices, giving them access to a wide array of user data.
“All these varying signals, when used in a brand-safe manner, present us with powerful and more targeted advertising opportunities,” Kreutzer adds.
The Gen Z equation: $33 trillion and counting
Gen Z isn’t merely another demographic; they are an economic force to be reckoned with. Kreutzer draws attention to the staggering $33 trillion in buying power they will command in the next seven years.
“This is an audience you can’t afford to ignore, whether you’re marketing to them or planning to employ them,” Kreutzer emphasizes.
To build or not to build: the tech conundrum
For agencies, the dilemma of whether to develop in-house tech or partner with tech platforms is an ongoing debate. Having initially opted to build, Kreutzer realized the limitations when Amazon expanded from just a handful of APIs to over 55.
“Having a partner like Sky, with 16 years of experience and a single campaign management console for all platforms, became the logical choice,” explains Kreutzer.
Amidst discussions on these substantial topics, Kreutzer didn’t forget the BuzzWords challenge, incorporating the buzzword ‘cookie’ in his conversation. In doing so, he touched upon the challenges surrounding cookies and the importance of adhering to privacy regulations, a topic paramount in today’s advertising world.
Watch the full interview
The sea of digital advertising is choppy and unpredictable, but captains like Josh Kreutzer make the journey worth undertaking. His insightful perspectives on retail media, Gen Z, and the future of tech offer a navigational chart for anyone looking to sail these waters.
We highly recommend taking the time to watch the full interview. Kreutzer doesn’t just skim the surface; he takes a deep dive into these subjects, offering a holistic view of the current retail media landscape and what lies ahead.