First-Party Data, Retail Media, and the Future of Media Buying

Scott Ohsman is the Vice President of Digital Commerce at Quickfire, a digital commerce agency. With over 25 years of experience in retail and e-commerce, he drives brand growth and digital strategies for Quickfire. Throughout his career, Scott has launched over 200 brands on Amazon and owned and operated a sales and marketing agency specializing in Amazon brand management. He is also a co-host of the Always Off Brand podcast, which shares insights on e-commerce trends and strategies. In this episode… The rise of AI, Amazon's dominance, and the growing emphasis on first-party data have made media buying more complex than ever. Businesses must now navigate new challenges like increasing ad costs, changing consumer behavior, and the ongoing disruption of traditional advertising models. How can brands leverage data to optimize their media strategies? According to digital commerce expert and retail strategist Scott Ohsman, brands can navigate the changing landscape of media buying by focusing on first-party data and diversifying their advertising channels. This includes modifying media buying strategies to incorporate programmatic advertising, connected TV, and live sports sponsorships. To analyze advertising performance, Scott stresses adopting a data-driven approach, integrating Amazon performance metrics with DTC data for a holistic view. In this week's episode of Chief Advertiser, Samir Balwani chats with Scott Ohsman, Vice President of Digital Commerce at Quickfire, about the future of digital advertising and media buying. Scott also talks about the shifting inventory landscape, the challenges of leveraging affiliate marketing, influencers, and paid media, and how Amazon's data dominance is reshaping the e-commerce industry.