Open Market Retail Media Messaging Workshop with Kevel CEO James Avery
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May 21, 2025 James Avery, CEO of Kevel, discusses the evolution of his company and the retail media landscape. He highlights the challenges retailers face in digital advertising and the need for innovative solutions. The conversation delves into effective marketing strategies, emphasizing counter-positioning against industry giants. Avery shares insights on future advancements in commerce and the importance of consistent messaging. Expect a detailed look at how technology is reshaping attribution and measurement in the retail space.
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Kevel's Origin Story
- James Avery started Kevel as Adzerk to build a customizable ad server from scratch because existing ones were insufficient.
- Early clients like Reddit used their API to innovate in ad platforms, setting the stage for Kevel's retail media focus.
Retail Media Drives Differentiation
- The retail media surge revealed every retailer must differentiate their advertising beyond cookie-cutter solutions.
- Kevel shifted focus in 2018-2020 to help retailers build unique retail media networks, renaming from Adzerk to Kevel.
Innovation Attracts Brand Dollars
- Innovating retail media platforms is crucial to capture more brand advertising dollars.
- The key customers want a differentiated platform, not cookie-cutter installations like Google Ad Manager or Criteo.