Mobile Dev Memo Podcast Season 6, Episode 12: The eCommerce creative opportunity (with Dan Pantelo)
10 snips
Oct 7, 2025 Dan Pantelo, Founder and CEO of Marpipe, shares insights on dynamic product advertising for eCommerce. He highlights the importance of creative experimentation and how catalog ads can drive discovery and conversion despite often looking unappealing. The discussion covers leveraging AI in creative production and the evolving role of profit optimization in catalog bidding. Pantelo also explores the potential of catalog ads beyond retail and how they can inform product strategy, emphasizing the richness of product data as a creative prompt.
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Catalog Ads Are Spreadsheet-Driven Creativity
- Catalog ads use a live spreadsheet of SKUs as creative input and serve product images directly into feeds.
- They perform well because platforms match inventory to user intent at the moment of discovery.
One Catalog Campaign Equals Thousands Of Tests
- Catalog campaigns effectively run thousands of ad variations under one campaign by serving different SKUs to different users.
- Advertisers often lack visibility into which SKUs the platform is testing and how each SKU performs.
Feed Profit Data To Optimize For Profit
- Add profit and cost data to your catalog so platforms can optimize for profit instead of revenue.
- Use feed tools to merge profit data with SKUs and enable forthcoming profit-optimization features.