The Ad Project

Black Friday and Cyber Monday 2025 delivered big numbers, but not in the way many brands expected.In Black Friday & Cyber Monday 2025 Results: Shopper Trends & AI’s Impact, host Maarja Hewitt is joined by Ad Advance VP of Operations, Erik Swenson, to break down how the holiday shopping season really played out. They look at traffic, conversion, and sales trends, why the events felt softer even as total volume grew, and how an elongated deal season changed shopper behavior.They also dig into the growing role of AI in holiday shopping, from Amazon’s Rufus price tracking and deal guidance to third party AI shopping assistants that help consumers compare products and marketplaces in seconds.Key takeaways:Traffic was up, but conversions spread across more days instead of spiking on two eventsEarly deal cycles and “holiday all season” messaging softened the traditional Black Friday and Cyber Monday peaksAI made shoppers more price aware, more informed, and more comparison drivenBrands that ramped budgets early, refreshed creatives, and coordinated off Amazon channels saw stronger results2026 will reward earlier planning, stronger first party audiences, and clear value messagingA focused, practical breakdown for ecommerce and retail media teams planning their next Q4.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Recorded live at Amazon Ads unBoxed, Joe Shelerud talks with Meredith Goldman, Director of Media Enablement at Amazon Ads, about the newest innovations across DSP, AMC, AI-driven creative, and audience expansion.They explore how Creative Agent and Ads Agent are lowering barriers for advertisers, how advertisers can use AI without replacing human expertise, and how AMC is becoming the central hub for measurement and optimization across the full funnel.Key Takeaways:How Amazon is using AI to democratize advanced advertising toolsCreative Agent’s role in scaling personalized, high-performing creativeAds Agent’s natural-language recommendations for audience and campaign optimizationWhy Deal Builder will accelerate access to premium supplyHow AMC connects signals across sponsored ads and DSP for deeper measurementWhy human strategy + AI execution creates the strongest resultsWhat these updates mean for brands planning 2025–2026 retail media strategies👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In Episode 173 of The Ad Project, Joe Shelerud continues the AI conversation with Ad Advance Software Engineer Roger Branham — expanding on how OpenAI’s Agentic Commerce Protocol could transform not just shopping, but advertising itself.They unpack:How ChatGPT and Gemini could evolve into major ad platformsWhat happens when generative AI gains deep insight into user behaviorThe tension between monetization and user trustThe future of pay-per-conversion models and hyper-personalized creativeHow these shifts could impact Amazon’s dominance in retail mediaAs AI transitions from tool to “agent,” Joe and Roger explore what the next era of digital advertising might look like — and how brands can prepare for it.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this episode of The Ad Project, Joe Shelerud talks with Ad Advance Developer Roger Branham about how AI is disrupting eCommerce.They explore:ChatGPT’s new instant checkout and what it means for sellersHow the OpenAI x Stripe commerce protocol could reshape online transactionsWhy Walmart might adopt AI faster than AmazonHow data ownership, ads, and trust evolve in an AI-driven worldWhat smaller sellers should do to stay ahead of the next wave of online shoppingThis is a forward-looking, technical, and strategic discussion that every brand should hear as AI becomes part of the customer journey.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Live from Amazon Accelerate, Joe and Adobe’s David Devisser unpack the new Adobe Express integration with Amazon Ads. You will see how to discover policy-ready templates, connect your Creative Asset Library, run real-time checks, and export to the right specs in one flow. Key takeawaysYou can start from Amazon Ads templates inside Express, then customize quickly. Real-time policy checks and safe-zone guidance catch issues before export. Export automates spec fitting for video, including bitrate and frame rate, then saves back to your library. 👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Episode 170 of The Ad Project was recorded at Amazon Live Studios in New York City, where Joe Shelerud sat down with Destaney Wishon (BTR Media) and Jennyfer Guone (Amazon Ads) to discuss the launch of Creative Studio, announced at Amazon Accelerate.What you’ll learn in this episode:How Creative Studio streamlines ad creation from concept to final video or image asset.Why AI + Amazon retail insights help brands produce more authentic, relevant creatives.Practical use cases for small businesses, mid-market brands, agencies, and enterprises.How advertisers can accelerate speed-to-market, scale creative production, and unlock personalization.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this special episode, recorded live at Amazon Live’s NYC studios, Joe Shelerud sits down with Destaney Wishon of BTR Media to explore:The rapid evolution of the Amazon Ads ecosystemHow AMC unlocks new insights like path to purchase and ad type overlapWhy audience targeting + analytics are reshaping strategyPractical ways brands can prioritize AMC without feeling overwhelmedDestaney is the CEO of btr media - check her LinkedIn for updates, new features, and helpful videos!👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this episode of The Ad Project, Joe and Maarja discuss the latest Amazon Ads algorithm changes shaking up Sponsored ProductsKey takeaways:Auto campaigns now account for nearly 40% of impressions, with broad match also climbing.Exact match still drives the highest conversion rates (>20%), but its share is shrinking.CPCs are rising on broad (+20% YoY) while auto remains cheapest.Amazon is weighting “Loose Match” and “Substitutes” more heavily within auto targeting.Advertisers should balance discovery and efficiency: run auto/broad with strong negatives, harvest winners into exact/phrase, and monitor impression share shifts.Adapt your strategy now—the balance between efficiency engines (exact) and discovery engines (auto/broad) is the new reality of Amazon Ads.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

The holiday season keeps starting earlier and stretching longer. That means brands can’t just focus on Black Friday and Cyber Monday anymore — they need a strategy that carries through continuous deal weeks. In this episode of The Ad Project, Joe Shelerud and Maarja Hewitt walk through a 7-step Q4 checklist:Budget pacing across a longer seasonInventory planning and forecastingCreative testing with urgency messagingStrengthening full-funnel advertisingMonitoring competitors and share of voiceExpanding beyond Amazon to Walmart & TargetMeasuring and adapting with AMC👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

DSP can feel like a big leap—but it’s becoming a must-have for growth-oriented brands. In this episode, Maarja Hewitt welcomes Tony Miller, Director of Programmatic Strategy at Ad Advance, to break down what Amazon DSP actually is and how it works. You’ll learn:🔑 Key Takeaways:What makes DSP different from Sponsored AdsKey benefits like audience targeting and creative flexibilityWhen a brand is ready to layer on DSPReal success stories and recent updates (like AI tools and Disney/Roku inventory)How DSP ties in with Amazon Marketing Cloud for better attributionWhether you're DSP-curious or ready to scale, this episode lays the foundation.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

AI is changing advertising—and fast. In this episode, Joe and Maarja break down how AI is impacting the world of Amazon and retail media, from generative creative tools to AI-driven customer journeys and predictive campaign optimization. They explore what’s real, what’s hype, and what it all means for brands and marketers.🔑 Key Takeaways:Amazon’s creative tools and generative AI are speeding up campaign execution and testing.Conversational AI is changing how consumers shop, moving discovery beyond traditional search.AI is pushing retailers toward campaign automation, shifting human focus to strategy.Traffic is dropping from search engines, but AI is boosting high-intent site visits.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In episode 164 of The Ad Project, Joe Shelerud (CEO) and Matt Wiklund (CTO) break down how to select the right KPIs for your Amazon advertising strategy—whether you’re selling high-ticket one-time purchases or repeat-consumable goods. They explore how ROAS, TACoS, new-to-brand metrics, and customer acquisition costs should flex based on your brand’s goals and product lifecycle.🔑 Key Takeaways:ROAS isn’t always the north star—context is key.TACoS is your go-to for measuring incrementality.New-to-brand ROAS and CAC matter more for consumables and repeat-purchase brands.Use LTV analysis to identify your highest-impact gateway products.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this episode of The Ad Project Podcast, Joe Shelerud and Maarja Hewitt break down Amazon Marketing Cloud (AMC) in the simplest terms yet. AMC has become a buzzword in the advertising world — but what is it really, and why should brands care? Joe and Maarja cover everything from what a "data clean room" actually means, to how AMC allows advertisers to unify data across Sponsored Ads, DSP, and even Streaming TV.🔑 Key Takeaways:AMC offers a full-funnel view beyond last-click attribution.New tools and AI make AMC more accessible than ever.Brands can justify upper-funnel spend with detailed customer journey data.Audience creation within AMC allows for more refined targeting and strategy.Whether you're brand new to AMC or looking to refine your data strategy, this episode is your go-to primer.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Retail media is having a moment — and facing major growing pains. Joe and Maarja dive into why so many retailers are launching networks, how fragmentation is creating operational headaches, and what advertisers should focus on now. From privacy shifts and first-party data goldmines to the need for standardization and consolidation, they share actionable insights on navigating this evolving space. Learn how to prioritize, test, and measure smarter as retail media matures.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Prime Day 2025 is going from 2 to 4 days—and advertisers need to be ready. In this episode, Joe Shelerud and Maarja Hewitt break down what this longer event means for budget pacing, conversion trends, and media planning. They explore performance data from past Prime Days, how the extended format could shift buyer behavior, and what strategies will help brands win this year.🔑 Key Takeaways include:Budget pacing strategies across four daysHow deal participation impacts conversion and ROASWhy Day 1 will likely still dominate in trafficPost-Prime Day opportunities for retargeting and LTV gains👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Prime Day 2025 is stretching into four days, opening up huge opportunities — and new complexities — for brands on Amazon. In this special guest-hosted episode, Tony Miller (Director of Programmatic Strategy) and Isaac Shelton (Sr. Account Manager) lay out a tactical, AMC-powered strategy to win across each phase of Prime Day.🔑 Key Takeaways:Learn from past Prime Day data: 3x impressions, 2.6x salesWhy AMC outperforms traditional reportingThe 3-stage approach: Lead-In, Deal Days, and Lead-OutHow to build and layer audiences for precision targetingUse AMC to guide spend pacing, retargeting, and repeat purchase strategiesIf you’re not using AMC this Prime Day, you’re leaving valuable performance on the table.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

The Ad Project Relaunch: Retail Media’s Rapid Evolution & What Comes NextWe’re back! After a one-year break, The Ad Project returns with CEO Joe Shelerud and Director of Strategy & Insights Maarja Hewitt kicking off a new chapter — with a new studio, a growing team, and plenty to talk about.In this episode:The rise of Amazon Marketing Cloud: 5-year lookback, audience creation, and SQL GeneratorAmazon’s full-funnel push: from saturated Sponsored Ads to streaming and interactive video adsWalmart Connect’s big moves: brand conquesting, dynamic bidding, Vizio acquisition, and omnichannel strategyThe retail media network explosion — 250+ platforms and countingThe growing role of AI in ad targeting and creative optimizationWhy standardization is key for advertisers navigating a fragmented retail media space👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

SummaryIn this episode, Joe Shelerud interviews Corey Brown from buffaBRAND Marketing about AI image generation and its potential impact on advertising. They discuss the various tools available, the importance of having a strong creative foundation, and the challenges of using AI to generate realistic and effective images. They also explore the future of AI image generation and how it could change the industry. Overall, the conversation emphasizes the need for a balanced approach to AI, leveraging its capabilities while maintaining human creativity and authenticity.TakeawaysAI image generation is a rapidly evolving space that intersects with e-commerce and advertising.There are various tools available for AI image generation, but it's important to be skeptical and use them in conjunction with a strong creative foundation.AI-generated images can be useful for certain types of creatives, such as lifestyle composite shots, but they may not always meet the desired level of authenticity.In the future, AI image generation could enable hyper-customization of creatives for different audience segments, but there may also be concerns about privacy and over-customization.To start using AI image generation, it's important to have a baseline knowledge, work with people who understand AI, and provide detailed prompts and information.

SummaryIn this episode, Joe Shelerud interviews Dan Brownsher from Channel Key. They discuss the current state of the e-commerce space, the challenges and opportunities for brands on platforms like Amazon, and the key factors that contribute to a brand's success. They emphasize the importance of high-quality products, brand building, and maximizing total lifetime value. They also highlight the need for brands to utilize upper funnel activities and measure them correctly. TakeawaysThe e-commerce space is still relatively early in its growth, and there are opportunities for brands to succeed.High-quality products, brand building, and targeting the right audience are key factors for a brand's success on platforms like Amazon.Maximizing total lifetime value by driving repeat purchases or cross-selling is crucial for sustaining growth.Brands should consider utilizing upper funnel activities, such as streaming TV and video, to create brand awareness.Measuring the full funnel and understanding the contribution of each stage is important for effective advertising strategies.Connect with Dan: https://www.linkedin.com/in/dan-brownsher/

SummaryIn this episode, Keith from Made In discusses his journey in the e-commerce space and the strategies he implemented to scale the new-to-brand customer on Amazon. He shares insights on testing incrementality, maximizing lower funnel opportunities, expanding search terms, and utilizing Amazon Marketing Cloud. Keith also compares the Walmart Marketplace to Amazon and talks about the potential for international expansion. The episode concludes with a discussion on upper funnel opportunities and where listeners can find more information about Made In.TakeawaysTesting incrementality on Amazon can provide valuable insights into the effectiveness of advertising strategies.Maximizing lower funnel opportunities, such as search terms, can lead to incremental sales and higher ROAS.Carefully expanding search terms and targeting specific customer segments can help optimize advertising campaigns.Utilizing Amazon Marketing Cloud can provide valuable data on customer behavior and attribution.The Walmart Marketplace is making strides in its ad platform and has the potential to catch up to Amazon's capabilities.Expanding internationally can tap into new markets and increase brand reach.Exploring upper funnel opportunities, such as video ads and prime streaming, can further enhance advertising strategies.