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How Advertisers Are Unlocking Full-Funnel Growth with Amazon Ads & Agentic AI | Michelle Urwin, Skai

By AdExchanger Content Studio

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Michelle Urwin, Chief Marketing Officer of Skai, joined Sarah Sluis at Cannes Lions 2025 to share the biggest shifts in commerce media . From Amazon’s expanding DSP and full-funnel capabilities to the rise of Agentic AI in campaign optimization, this conversation dives into how retail media is evolving fast, and how advertisers can keep up. Whether you’re deep in retail media omnichannel campaigns, or just starting to explore full-funnel Amazon advertising, this interview is packed with actionable insights.

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