August 26, 2025

Ep. 94 First-Party Data, Retail Media, and Resilience with Elizabeth Donovan

33 minutes

In this episode of the AdTechGod pod, Elizabeth Donovan, SVP Global Head of Commerce and Retail Media Networks at Kinesso/Acxiom/IPG , shares her journey into the retail media space, discussing her experiences at Marriott Media Networks and AccuWeather.

She emphasizes the importance of first-party data, the transformation in retail media, and the challenges she faced as a woman in a predominantly male industry. Elizabeth also highlights the significance of work-life balance and her aspirations for the next generation in the advertising industry.

Takeaways

Elizabeth Donovan has a rich background in retail media, having worked at Marriott Media Networks and AccuWeather.

She emphasizes the importance of first-party data in enhancing customer experiences.

Kineso positions itself as a leader in retail and commerce networks, focusing on data-driven strategies.

The retail media landscape is rapidly evolving, with a focus on personalization and customer engagement.

Elizabeth believes in meeting clients where they are in their retail media journey.

She highlights the importance of collaboration and support within the industry, especially for women.

Work-life balance is crucial, and Elizabeth dedicates time to self-care amidst her busy schedule.

She encourages the next generation to pursue their passions, regardless of industry.

Elizabeth's journey reflects the challenges and triumphs of women in leadership roles in ad tech.

The conversation underscores the need for continuous learning and adaptation in the fast-paced advertising landscape.

Chapters

00:00 Introduction to Retail Media Expertise

01:08 Elizabeth's Journey into Retail Media

04:44 Kineso's Positioning in the Market

07:07 Transformation in Retail Media

09:52 The Role of First-Party Data

14:02 Challenges and Triumphs as a Woman in Ad Tech

19:06 Balancing Work and Personal Life

22:14 Future Aspirations for the Next Generation

On Today's The Refresh News: Walmart, Google, and the Shifting Ad Market

The Refresh breaks down three of the week’s biggest stories in advertising: Walmart opening up its relationship with The Trade Desk, Google’s use of advanced AI to combat ad fraud, and a recap of Upfront ad commitments that reveal the growing dominance of streaming. The conversation touches on the challenges facing independent DSPs, how advertisers continue to chase performance-driven platforms, and why streaming continues to pull dollars away from broadcast and cable.

5 Key Highlights:

Walmart and The Trade Desk’s partnership, once exclusive, is now open—raising questions about Walmart’s long-term retail media strategy.

The Trade Desk faces pressure from big tech platforms like Amazon and Google, who offer first-party data and vertically integrated capabilities independent DSPs can’t match.

Google has been quietly using multimodal large language models to reduce invalid traffic, achieving a reported 40% drop in mobile ad fraud.

Variety reports that primetime TV ad commitments declined again in 2025, while streaming saw nearly an 18% increase in ad spend.

Advertisers are chasing targeted audiences and programmatic opportunities in streaming, while networks push premium primetime content—including live sports—onto digital platforms.

Learn more about your ad choices. Visit megaphone.fm/adchoices

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By AdTechGod, The AdTech God

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