Brands are moving beyond ROAS and embracing full-funnel strategies. In this episode, Joe Shelerud, Co-founder and CEO of Ad Advance, joins Sreenath Reddy to unpack how Amazon Marketing Cloud (AMC) is transforming measurement, targeting, and retail media strategy. From custom audience creation to lifetime value modeling, Joe breaks down what’s working right now—and how brands can leverage new KPIs to build their AMC roadmap.