Full-Funnel Retail Media Advertising

Since 2017, Ad Advance has managed advertising for ecommerce brands selling on Amazon, later expanding into full advertising management across Walmart and more than 100 retailers. Campaigns are organized by channel—Amazon, Walmart, and other retailers—and by ad type, covering search and sponsored placements, display, video, and audio. A Business Development team focuses on building long-term partnerships with the ecommerce brands it manages.

Campaign work is built on Amazon Marketing Cloud Pulse hourly data and Amazon Marketing Stream, which the team uses to adjust bids in real time and automate placement optimization based on historical trends combined with human-set parameters. AMC Audience Builder supports precise audience targeting, while a Customer Avatar tool is used to define the ideal shopper before search, sponsored, display, video, and audio campaigns are planned and bought through partnerships with demand-side platforms and search platforms. Advanced analytics powered by AMC reporting inform ongoing bid and budget decisions rather than one-time campaign setup.

The agency describes its retail media advertising as expert-driven but software-supported, pairing proprietary tools with hands-on account management across the retailers it serves. Ad Advance is joining Podean, a step meant to extend its marketplace and retail media capabilities beyond its current Amazon-rooted footprint into a broader global retail media practice covering the growing list of retailers it now manages advertising for.