"Loredo is in an interesting position - by which I mean the "senior director of media" title. Loredo is a marketer. He spends Shipt's own budgets to attract new paying customers and larger order volumes. But there's also the revenue-generating retail media side of the business, called Shipt Media, which is the platform for retailers and products to promote themselves within the Shipt marketplace."
"Shipt for ad tech Last year, Shipt undertook an RFP for a third-party DSP vendor, Loredo told AdExchanger. The company was trying to A) pick up a potential missed opportunity in programmatic advertising across the web, and, B) create a replicable system for targeting people within zip codes or even tighter geofenced areas. Shipt is already a sophisticated player on the big online platforms: Google and Meta, mostly, with TikTok, Snap and others rounding out the field."
Julio Loredo serves as senior director of media at Shipt, overseeing both customer acquisition marketing and the revenue-generating Shipt Media retail-ad business. Shipt operates on major platforms such as Google and Meta while also using TikTok and Snap. The company pursued a third-party DSP via an RFP and adopted Yahoo as its de facto DSP provider to expand programmatic reach and build a replicable system for zip-code and geofence-level targeting. Localized programmatic ads can promote specific deals, product availability, and collaborative features with retail partners. Retail media network leadership often overlaps marketing and ad sales responsibilities, especially at smaller retailers.
Read at AdExchanger
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