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The Ad Project

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The Ad Project is your ultimate guide to conquering the world of digital advertising and retail media. While we specialize in unravelling the complexities of Amazon advertising, we explore the entire retail media landscape, providing you with comprehensive insights that empower you to excel in the rapidly evolving e-commerce industry. Our expert guests bring a wealth of knowledge to the table, ensuring you're equipped with the latest strategies and tactics to thrive in the highly competitive ...
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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 sellers How the OpenAI x Stripe commerce protocol could reshape online transactions Why Walmart might adopt AI faster than Amazon How data ownership, a…
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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 takeaways You can start from Amazon Ads templates inside Express, then cu…
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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 fina…
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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 ecosystem How AMC unlocks new insights like path to purchase and ad type overlap Why audience targeting + analytics are reshaping strategy Practical ways brands can prioritiz…
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In this episode of The Ad Project, Joe and Maarja discuss the latest Amazon Ads algorithm changes shaking up Sponsored Products Key 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 (+…
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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 season Inv…
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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 Ads Key benefits like audience…
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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…
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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’…
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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 advertise…
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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 actio…
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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 …
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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…
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The Ad Project Relaunch: Retail Media’s Rapid Evolution & What Comes Next We’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-y…
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Summary In 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 fu…
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Summary In 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 maximizin…
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Summary In 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 M…
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Summary In this episode, Abe from XP Strategy joins the Ad Project Podcast to discuss his experience participating in an AI hackathon at the Prosper Show. The hackathon involved creating a new product and all the necessary assets within a tight timeframe using AI tools. Abe shares the challenges and successes of the hackathon, including using ChatG…
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Summary We are live from Prosper Show! In this episode, Joe is joined by Jérôme de Guigné to discuss the process of expanding internationally, specifically to the European market. They cover topics such as general benchmarks for international expansion, competition and cost per click, localization and AI tools, product packaging and customization, …
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Summary In this episode, the Joe & Matt discuss the differences between Sponsored Display and DSP on Amazon. They explain when to consider using each platform and the various audience targeting options available. They also compare the pricing models and creative options in both platforms. The hosts highlight the advantages of using Amazon's DSP, su…
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Summary Anders Hjorth, an expert in retail media, discusses his journey into the Amazon and retail media space and the rise of Amazon ads. He defines retail media as advertising in commerce and highlights the differences between retail media in Europe and North America. Anders also explores the challenges of allocating budget and achieving consiste…
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Summary In this episode, host Joe Shelerud interviews Dom from Sproutbrite, an Amazon seller with a unique background in music and entrepreneurship. Dom shares his journey from a successful music career to starting his own business on Amazon. He discusses the challenges he faced, including financial setbacks and copycat competitors. Dom also emphas…
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Summary In this episode, Joe and Sean discuss the power of first-party data in Amazon advertising. They explore the challenges and opportunities of using Amazon's DSP to target audiences off the platform. They highlight the importance of audience segmentation and tracking, as well as the benefits of using hash lists to build lookalike audiences. Th…
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Summary In this episode, Joe Shelerud and Melissa Barnstorf discuss Walmart advertising and the differences between Walmart and Amazon ads. They provide tips for getting started with Walmart advertising, including leveraging top-performing keywords from Amazon. They also share a case study of a brand successfully launching on Walmart. The episode c…
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In this episode, Joe Shelerud is joined by Jack Lindberg from The Mars Agency to explore the intricacies of Amazon Marketing Cloud (AMC) and data clean rooms. They discuss the technical and analogical aspects of data clean rooms, highlighting their significance in maintaining privacy while sharing valuable data. The conversation delves into use cas…
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Join Matt and Joe in this insightful episode as they dissect the top trends, providing marketers and advertisers with a concise overview of the pivotal shifts defining digital advertising in 2024. Key Highlights: Retail Media Growth: Prediction of a surge in the importance of retail media within the advertising space. Examples of major players like…
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In this episode of The Ad Project podcast, Joe Shelerud and Maarja Hewitt explore distinctive trends observed during the recent holiday season, comparing them to previous years. A significant focus is placed on the extension of holiday deals, as major retailers like Walmart and Amazon initiated Black Friday promotions as early as November. This dep…
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Dive into the practical side of advertising metrics with Joe and Matt as they debunk the TACOS myth on The Ad Project. They cut through the noise to explore the limitations of TACOS and introduce a spread of alternative metrics—including Nachos, Chili, Guacamole, Tortas, Tortilla, Fajita, and Queso—each contributing a distinct perspective on advert…
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Summary In this episode, Joe Shelerud interviews Dave Katz from Amazon Ads. Dave is a marketing technology strategist at Amazon Ads. He guides developers, product teams, and data practitioners to build scalable and effective technology. He has over 15 years of experience in the advertising technology industry working on both the buy and sell sides.…
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This week we welcome Michael Swenson from RocketBike to the podcast! The focus of the discussion is on the importance of creatives and product detail pages in driving conversions on Amazon. Key Takeaways: Elevator Pitch with Second Images: Michael introduces a game-changing strategy—using the second image as a powerful "elevator pitch" to boost con…
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In this episode of The Ad Project, co-founders of Ad Advance Joe Shelerud and Matt Wiklund discuss the upcoming Black Friday and Cyber Monday sales, highlighting the evolving trend of extended deal days beyond the traditional shopping holidays. They speculate on how this shift might impact consumer behavior, making it more challenging to decide whe…
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In this episode of The Ad Project, the discussion revolves around selecting the right agency for retail media advertising, particularly concerning Amazon. The episode begins with an introduction to Jeremy Bugbee, Director of Business Development at Ad Advance. The core focus of the episode is on guiding listeners through the key questions and consi…
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Live from Amazon unBoxed! Join us as we sit down with representatives from five different teams within Amazon Advertising to talk through newly announced features and gain insights into what they're excited about in the future of Amazon Advertising. Special guests include: Kelly McClean - VP Amazon DSP Ruslana Zbagerska - VP of Technology and Produ…
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Today we welcome back Melissa Barnstorf, Director of Walmart Marketplaces & Account Manager at Ad Advance, to explore the fascinating realm of Walmart advertising and how it stacks up against the giant - Amazon. If you've been wondering about the ins and outs of Walmart ads or if you're looking to understand the key differences between these e-comm…
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In this episode, we're joined by Adam Runquist, a seasoned expert with a deep understanding of the ever-evolving world of e-commerce on Amazon in 2023. Together, we explore the intricate strategies that are currently driving success in the Amazon marketplace. What sets this discussion apart is our focus on real-world experiences and practical advic…
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Are you up to date on the latest developments in Amazon Advertising? In this podcast episode of the Ad Project Podcast, we are joined by the wonderful Maarja Hewitt to dive into the ever-changing world of Amazon advertising and unpack some of the updates and features that have come our way recently. The episode kicks off with Joe and Maarja by chat…
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This week on The Ad Project, hosts Joe Shelerud and Keith O'Brien discuss the dynamic world of Amazon e-commerce and advertising. Keith, an Amazon expert with nine years of experience, shares insights into the platform's evolution and the increasing significance of video advertising. The conversation covers Keith's background and journey within the…
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This week on The Ad Project, Joe Shelerud and Matt Wiklund take a pragmatic look at the world of advertising metrics - specifically TACOS. Joe has reservations about TACOS, and he'll explain why. Matt, on the other hand, sees its merits as a budgeting tool. Here's what you can expect: TACOS, which measures ad spend as a percentage of total sales, i…
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In this episode of the Ad Project Podcast, host Joe Shelerud from Ad Advance welcomes guest Tim Jordan, Chief Community Officer at Carbon 6. Tim shares his journey from being a firefighter to becoming a successful Amazon seller and e-commerce expert. He discusses his experience in the industry, including building and selling multiple brands, consul…
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Is your Amazon advertising strategy ready for Q4? This week’s episode of The Ad Project is a good gut check to help brands preparing for the busiest shopping season of the year. We explain the importance of planning ahead for Q4, especially during major shopping events like Prime Day and Black Friday, and leveraging Amazon's DSP to target upper-fun…
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In today's episode, Joe sits down with Jon Reynolds from Tru Niagen, a trailblazing supplement brand that specializes in NAD+ boosters within the vitamin B3 domain. Jon, who steers the commercial strategy at Tru Niagen, shares intriguing snippets from his journey into ecommerce — a dive that began in the world of logistics. Some key takeaways from …
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Did you hear the news? The latest update for sponsored ads on Amazon – the introduction of placement controls for rest of search. Learn how to leverage placement controls to optimize your ads, with a focus on adjusting bid multipliers based on conversion rates and ACoS. By understanding the performance variations among different placements, listene…
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In this podcast episode of The Ad Project, we welcome Nick Cosgriff, Director of Business Development and Partnerships at Ad Advance. With a number of conferences on the horizon for Ad Advance to round out the year, Joe and Nick thought it would be a fun idea to discuss different conferences available for Amazon sellers and how to approach them. Th…
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This week on The Ad Project, Joe Shelerud and Noah Salzl, Account Manager at Ad Advance, discuss key strategies for optimizing ads during and after major shopping events. They cover both upper funnel and bottom-of-funnel strategies to increase traffic, awareness, and conversions. Listeners will learn how to maximize their advertising efforts during…
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In this episode of The Ad Project podcast, Joe and Matt discuss the importance of advertising metrics. They explore the pros and cons of some of the most used advertising metrics such as ACOS and ROAS and emphasize the need to consider alternatives when analyzing advertising performance. Key takeaways: Don't rely on ACOS or ROAS as the sole metrics…
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This week on The Ad Project, we welcome Marty Weintraub from Aimclear. Marty is an entrepreneur, marketer, photographer, and speaker. He founded Aimclear®, a driven, integrated marketing agency dominant in customer acquisition, winner of 27 US Search Awards including 7X most recent Best Integrated Agency. Credits include Airbnb, Uber, Eurail, PayPa…
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In this podcast episode, Joe Shelerud and Matt Wiklund discuss various aspects of Amazon’s highly anticipated summer event – Prime Day. Join us as we explore tips and insights to button up your advertising strategy your before, during, and after this crucial event. From crafting offers to leveraging marketing tactics, we provide you with a comprehe…
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Join us for this insightful episode of The Ad Project as we welcome Josh Helmer, Account Manager at Ad Advance, to explore a compelling discussion centered around advertising strategies for specific sales events – such as Amazon’s upcoming Prime Day. Key Discussions: Concept of "tent-poling" and its three phases: lead-in, main event, and lead-out. …
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How do you navigate the process of finding the perfect advertising agency for your brand on Amazon? In this episode, we highlight crucial factors to consider when selecting an agency to manage your Amazon advertising strategy. From understanding core requirements to distinguishing them from optional features, we share valuable insights and provide …
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Have you ever wondered if your brand or agency is missing out on untapped opportunities with Amazon advertising? This week on The Ad Project we welcome Kyle Slunick, Amazon Advertising Manager / Velocity Analyst for Melissa & Doug and Executive Advertising Coach / Director of Performance Marketing for Private Label Mastery. In this episode, Kyle sh…
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