Publicis Commerce• Mar 24, 2026• 4:30Interview

Almost Live from Shoptalk 2026 | Amy Andrews

Amy Andrews•President, Mars United Commerce

Executive Summary

The discussion highlights major trends from the ShopTalkSpring conference, focusing on innovation in retail media.
A key development is the new partnership between Kroger and Google, which integrates Kroger's first-party shopper data into the Google ecosystem, including YouTube, for enhanced ad targeting.
The conversation emphasizes the growing importance of data-driven partnerships (like Home Depot and Bayer) to create holistic, full-funnel marketing strategies.
AI is identified as a key future trend, with a focus on using AI agents to build consumer confidence and assist in the purchasing journey.

3 quotes

Concerns Raised

Measurement and attribution in retail media still have a long way to go.

Opportunities Identified

Leveraging retailer first-party data through new partnerships like Kroger and Google.
Using AI agents to build consumer confidence and guide complex purchasing decisions.
Creating more holistic, full-funnel media strategies by breaking down silos between national and shopper media.

Key Themes

Strategic Retail Media Partnerships

The conversation centers on the formation of powerful partnerships between retailers, brands, and tech platforms, such as Kroger with Google and Home Depot with Bayer. These collaborations are designed to merge rich, first-party shopper data with large-scale media platforms to improve advertising effectiveness.

This trend signals a shift towards more integrated advertising ecosystems, allowing brands to leverage valuable retailer data to reach high-intent consumers on platforms where they spend their time, thereby improving ROI and personalization.

The Primacy of First-Party Data

A core theme is the strategic use of first-party data as the foundation for modern marketing. The partnerships discussed are valuable precisely because they unlock access to detailed shopper data, enabling precise audience targeting and personalization at scale.

As third-party cookies are phased out, the ability to access and activate first-party data becomes a critical competitive advantage. These partnerships provide a model for how to effectively utilize this data in a privacy-compliant manner.

AI in the Customer Journey

The discussion points to the emerging role of AI not just for backend optimization, but as a consumer-facing tool to enhance the shopping experience. The example of Bayer using AI agents to give consumers confidence highlights a focus on using technology to assist and guide shoppers.

This reframes AI from a pure efficiency tool to a customer experience driver. It suggests that successful AI implementation in commerce will focus on solving consumer problems and reducing friction in complex purchase decisions.

Holistic Funnel and Measurement

The speaker advocates for breaking down the traditional marketing funnel and connecting upper-funnel brand building with lower-funnel conversion tactics. However, it is also acknowledged that measurement remains a significant challenge that the industry must solve to truly optimize holistic media spend.

An integrated media approach creates a more cohesive customer journey and maximizes budget efficiency. Overcoming the measurement hurdle is the key to unlocking the full potential of these connected strategies and proving their value.

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Topics

Retail Media Retail Media Networks Data Partnerships First-Party Data Audience Targeting Personalization Kroger Google YouTube Home Depot Bayer AI in Commerce AI Agents Customer Journey Marketing Measurement Attribution Connected Commerce ShopTalk Shopper Marketing

Processed Apr 20, 2026 yt-dlp + mlx-whisper + Gemini