Sherry Smith brings a wealth of experience from her leadership roles at Triad and Criteo, offering a candid look at how Criteo distinguishes commerce media from retail media and why this distinction matters for the future of advertising. The conversation delves into the hurdles facing the industry, such as the need for fewer dashboards and more actionable outcomes, and the persistent fragmentation that keeps platforms from scaling as quickly as brands and agencies desire. Smith discusses Criteo’s journey from managed service to self-service, the company’s unique position in the commerce ecosystem, and the importance of making media buying simpler and more effective for both brands and retailers. She also shares insights on the evolving role of retailers as publishers, the impact of acquisitions like HookLogic and IPONWEB, and how Criteo leverages AI to drive better results for clients. Whether you’re a brand, retailer, or just navigating the complexities of modern media buying, this episode offers a thoughtful, insider perspective on where commerce media is headed and what it will take to get there.

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Topics include:

• How Criteo defines commerce media vs. retail media

• The fragmentation challenge and why platforms aren’t scaling fast enough

• Why brands want fewer dashboards and more outcomes

• The evolving role of retailers as publishers—and where they still fall shortSherry also opens up about her path to joining Criteo, and how the company is positioning itself in the evolving ad tech landscape

Whether you’re a brand, a retailer, or just navigating the chaos of modern media buying, this episode is for you.

Connect with Sherry Smith on LinkedIn ↗.

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Chapters:

‍00:00 Retail Media vs. Commerce Media: What’s the Difference?

‍05:10 Sherry Smith Joins the Conversation

‍05:50 Why Sherry Smith Joined Criteo

‍07:22 Meet Sherry Smith – MD, Americas, Criteo

‍09:03 From Managed Service to Self-Service: What’s Changing?

‍10:40 Criteo’s Unique Role in the Commerce Ecosystem

‍12:35 What Brands Want: Simplicity, Scale, and Trust

‍14:18 What’s the Future of Commerce Media?

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