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Ian Simpson
Senior Vice President of Innovation and Strategy at Sensor Tower, leading data-driven research on retail media and agentic commerce with experience building retail and advertising intelligence products.
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Feb 5, 2026
• 1h 8min
Sensor Tower SVP Ian Simpson breaks down Holiday ’25 funnel data, conversion lift, and what brands should do next.
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Ian Simpson, SVP of Innovation and Strategy at Sensor Tower, leads data-driven retail media research. He breaks down Holiday ’25 Rufus funnel data and a reported ~3.5× conversion lift. They discuss where Rufus shows up in shopping flows, ten distinct conversational shopping profiles, intent and attribution caveats, and why brands should focus on product truth, reviews, and storytelling as AI-driven shopping grows.
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