"AI conversation advertising meets consumers at the point of recommendation, when they're asking what to buy rather than scrolling past a shelf, he says. For FMCG and consumer goods brands, that's an extraordinary moment to be present in. It doesn't replace retail media investment, it extends it into every new conversational surface, including the AI shopping assistants retailers are now building themselves."
"Dunn has been a key figure in Australia's media and retail media sector for almost two decades, spending much of that time within WPP, specifically Mediacom and Groupm, leading e-commerce and digital advertising. He went on to become head of retail media ANZ at Criteo, and senior vice president of business development at Citrus Ad, before joining Diageo in April 2024."
"Meanwhile, in the same release, Thrad CEO and co-founder Andrea Filip Tortella described Dunn as "someone who has sat on the brand side of those investment decisions and who can translate what we've built into commercial outcomes for the world's largest consumer goods companies.""
Roger Dunn left his role as global retail media lead at Diageo to join Thrad as chief commercial officer. He will oversee Thrad’s commercial relationships, revenue growth, and global go-to-market strategy from the San Francisco-based startup. Dunn has nearly two decades of experience in Australia’s media and retail media sector, including roles at WPP within Mediacom and GroupM, leading e-commerce and digital advertising. He later became head of retail media ANZ at Criteo and senior vice president of business development at Citrus Ad, before joining Diageo in April 2024. Thrad, founded last year, builds an advertising platform for AI chatbots and large language models. Dunn said AI conversation advertising reaches consumers at the point of recommendation and extends retail media into conversational surfaces, including AI shopping assistants retailers build.
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