Real Time Bidding in Retail Media with Macy’s Michael Krans and Pentaleap’s Andreas Reiffen
The CPG Guys are joined in this episode by Michael Krans, Vice President of Retail Media at Macy’s Inc. and Andreas Reiffen, Founder and CEO of Pentaleap, a best-in-class ad-serving platform focused on relevance, transparency, and performance.
Follow Michael on LinkedIn at: https://www.linkedin.com/in/michael-j-krans-a7ba85
Follow Macy’s online at: https://www.macysmedianetwork.com/
Follow Andreas on LinkedIn at: https://www.linkedin.com/in/andreasreiffen
Follow Pentaleap on LinkedIn at: https://www.linkedin.com/company/pentaleaptech/
Follow Pentaleap online at: https://www.pentaleap.com/
This episode is sponsored by Pentaleap.
Michael and Andres answer these questions:
- From your vantage points, what’s broken today about how organic and sponsored product search currently coexist—or don’t—on retail sites?
- From a retailer perspective, how do you balance monetization with protecting the shopper experience from potential friction impeding the journey?
- Why is unifying organic and sponsored search so critical to relevance, and what happens to performance when those systems operate in silos?
- How do shoppers respond when relevance breaks down?
- Retail media has largely been built as closed ecosystems. Why is that becoming a limitation for advertisers today?
- What do advertisers actually want when they say they want retail media to “meet them where they already are”?
- What does “opening up” retail media really mean in practice?
- Retail media RTB can sound abstract—can you break down what’s actually new here and why it matters now?
- What does it unlock for a retailer when you can connect demand partners and swap ad servers without losing control of the experience?
- Can you share a real-world example of how RTB-driven retail media improves outcomes for the retailer, the brand, and the shopper?
- If this model continues to scale, how should brands rethink their approach to retail search and retail media investment?
- Looking ahead, what does “best-in-class” retail search and media look like from a shopper’s point of view?
- If there’s one thing retailers or brands listening today should start doing differently based on this conversation, what would it be?
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