Latest / Omni Talk Retail / Meta Unveils New Omnichannel Ad Platform | JP Chookaszian at Shoptalk 2025

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Meta Unveils New Omnichannel Ad Platform | JP Chookaszian at Shoptalk 2025 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:00
  is
• 0:00
  Omnitok
• 0:01
  Retail.
• 0:01
  I'm
• 0:02
  Chris
• 0:02
  Walton.
• 0:02
  And
• 0:02
  I'm
• 0:02
  Anne
• 0:03
  Mazinga.
• 0:03
  And
• 0:03
  we
• 0:04
  are
• 0:04
  continuing
• 0:04
  our
• 0:05
  live
• 0:05
  coverage
• 0:05
  from
• 0:05
  the
• 0:06
  day
• 0:06
  two
• 0:06
  of
• 0:07
  Shop
• 0:07
  Talk.
• 0:07
  Anne,
• 0:07
  can
• 0:07
  you
• 0:08
  believe
• 0:08
  it's
• 0:08
  day
• 0:08
  two
• 0:08
  already?
• 0:09
  Day
• 0:09
  two
• 0:09
  is
• 0:09
  almost
• 0:09
  over.
• 0:09
  Anne,
• 0:10
  I
• 0:10
  feel
• 0:10
  like
• 0:10
  it's
• 0:10
  day
• 0:11
  two.
• 0:11
  I
• 0:11
  don't
• 0:12
  know.
• 0:12
  I
• 0:12
  don't
• 0:12
  know
• 0:12
  about
• 0:13
  you,
• 0:13
  but
• 0:13
  I'm
• 0:14
  feeling
• 0:14
  day
• 0:14
  two.
• 0:15
  I
• 0:15
  think
• 0:15
  that's
• 0:16
  how
• 0:16
  Taylor
• 0:16
  sang
• 0:16
  it.
• 0:17
  Every
• 0:18
  day
• 0:18
  is
• 0:18
  day
• 0:18
  two
• 0:18
  when
• 0:19
  you
• 0:19
  work
• 0:19
  with
• 0:19
  me,
• 0:19
  right,
• 0:19
  Ann?
• 0:21
  Not
• 0:21
  just
• 0:22
  that's
• 0:22
  not
• 0:22
  true,
• 0:23
  but
• 0:24
  today
• 0:24
  feels
• 0:25
  like
• 0:25
  day
• 0:25
  two.
• 0:25
  Yes,
• 0:26
  it
• 0:26
  does.
• 0:26
  But
• 0:26
  we
• 0:26
  are
• 0:26
  continuing,
• 0:27
  in
• 0:27
  all
• 0:27
  seriousness,
• 0:28
  we're
• 0:28
  continuing
• 0:28
  our
• 0:28
  coverage
• 0:28
  of
• 0:29
  day
• 0:29
  two
• 0:29
  from
• 0:29
  Shop
• 0:30
  Talk
• 0:30
  from
• 0:31
  the
• 0:31
  Meta
• 0:31
  headquarters
• 0:32
  here
• 0:32
  at
• 0:32
  Shop
• 0:33
  Talk,
• 0:33
  which
• 0:33
  is
• 0:33
  in
• 0:33
  Surf
• 0:34
  room
• 0:34
  B.
• 0:35
  And
• 0:35
  thanks
• 0:35
  to
• 0:35
  Meta,
• 0:36
  where
• 0:36
  you
• 0:36
  can
• 0:37
  unlock
• 0:37
  seamless
• 0:38
  customer
• 0:38
  centric
• 0:39
  experiences
• 0:39
  with
• 0:40
  omnichannel
• 0:40
  ads
• 0:41
  for
• 0:41
  making
• 0:42
  all
• 0:42
  our
• 0:42
  coverage
• 0:43
  possible.
• 0:43
  So
• 0:44
  now,
• 0:44
  Ann,
• 0:44
  I
• 0:44
  want
• 0:44
  to
• 0:44
  introduce
• 0:45
  the
• 0:45
  man
• 0:45
  standing
• 0:46
  between
• 0:46
  us,
• 0:46
  and
• 0:46
  that
• 0:46
  is
• 0:46
  Meta's
• 0:47
  industry
• 0:47
  manager
• 0:48
  for
• 0:48
  luxury
• 0:48
  and
• 0:48
  retail,
• 0:49
  JP
• 0:50
  Chakazian.
• 0:51
  Jp
• 0:52
  Rolled
• 0:52
  right
• 0:52
  off
• 0:52
  the
• 0:53
  top.
• 0:53
  Did
• 0:53
  I
• 0:53
  nail
• 0:53
  it?
• 0:54
  You
• 0:54
  nailed
• 0:54
  it.
• 0:54
  Nice.
• 0:55
  You
• 0:55
  nailed
• 0:55
  it.
• 0:55
  Nice.
• 0:56
  I
• 0:56
  thought
• 0:56
  I
• 0:56
  did.
• 0:56
  I
• 0:57
  was
• 0:57
  pretty
• 0:57
  proud
• 0:57
  of
• 0:57
  that.
• 0:58
  Well,
• 0:58
  welcome
• 0:58
  to
• 0:58
  omnitalk,
• 0:59
  my
• 0:59
  friend.
• 0:59
  Thank
• 1:00
  you,
• 1:00
  Chris.
• 1:00
  Thank
• 1:00
  you,
• 1:00
  Anne.
• 1:01
  So
• 1:01
  grateful
• 1:01
  to
• 1:01
  be
• 1:01
  here.
• 1:02
  So
• 1:02
  tell
• 1:02
  us
• 1:03
  about
• 1:03
  your
• 1:03
  back.
• 1:03
  We
• 1:03
  were
• 1:03
  talking
• 1:03
  a
• 1:03
  little
• 1:04
  bit
• 1:04
  before
• 1:04
  we
• 1:04
  got
• 1:04
  started,
• 1:04
  but
• 1:04
  tell
• 1:05
  the
• 1:05
  audience
• 1:05
  about
• 1:05
  your
• 1:05
  background
• 1:06
  and
• 1:06
  also
• 1:06
  about
• 1:06
  your
• 1:06
  role,
• 1:07
  because
• 1:07
  I
• 1:07
  know
• 1:07
  Ann
• 1:08
  is
• 1:08
  very
• 1:08
  keenly
• 1:08
  interested
• 1:09
  in
• 1:09
  your
• 1:09
  category,
• 1:10
  your
• 1:11
  category
• 1:11
  of
• 1:11
  business.
• 1:12
  I
• 1:12
  love
• 1:12
  it.
• 1:13
  I
• 1:13
  love
• 1:13
  it.
• 1:13
  Speaking
• 1:14
  your
• 1:14
  language.
• 1:14
  Yes.
• 1:15
  Great.
• 1:15
  Yeah.
• 1:15
  So
• 1:15
  I'm
• 1:15
  an
• 1:15
  industry
• 1:16
  lead
• 1:16
  at
• 1:17
  Meta,
• 1:17
  covering
• 1:18
  retail,
• 1:18
  luxury
• 1:19
  and
• 1:19
  fashion.
• 1:20
  So
• 1:20
  I'm
• 1:20
  supporting
• 1:21
  some
• 1:21
  of
• 1:21
  our
• 1:21
  largest
• 1:21
  retail
• 1:22
  fashion
• 1:22
  luxury
• 1:23
  partners,
• 1:24
  supporting
• 1:24
  with
• 1:24
  their
• 1:24
  growth
• 1:25
  strategy.
• 1:25
  So
• 1:25
  of
• 1:25
  course
• 1:26
  that
• 1:26
  means.
• 1:26
  Sounds
• 1:26
  like
• 1:26
  an
• 1:26
  awesome
• 1:27
  job.
• 1:27
  I
• 1:27
  love
• 1:27
  it.
• 1:28
  Yeah,
• 1:28
  I
• 1:28
  love
• 1:28
  it.
• 1:29
  So
• 1:29
  obviously
• 1:30
  we're
• 1:30
  supporting
• 1:30
  them
• 1:31
  with
• 1:31
  their
• 1:31
  growth
• 1:32
  strategies,
• 1:32
  so
• 1:33
  certainly
• 1:33
  their
• 1:33
  advertising
• 1:34
  strategy
• 1:35
  on
• 1:35
  our
• 1:36
  apps
• 1:36
  and
• 1:36
  services.
• 1:37
  But
• 1:37
  I'd
• 1:37
  say
• 1:37
  increasingly
• 1:38
  and
• 1:38
  especially
• 1:38
  in
• 1:39
  this
• 1:39
  type
• 1:39
  of
• 1:39
  environment,
• 1:40
  partnering
• 1:41
  with
• 1:41
  them
• 1:41
  to
• 1:41
  really
• 1:41
  collaborate
• 1:42
  on
• 1:42
  how
• 1:42
  we
• 1:42
  stay
• 1:42
  ahead
• 1:43
  of
• 1:43
  the
• 1:43
  evolving
• 1:44
  industry
• 1:44
  trends
• 1:45
  that
• 1:45
  are
• 1:45
  happening,
• 1:45
  consumer
• 1:46
  behavior
• 1:46
  trends
• 1:47
  that
• 1:47
  are
• 1:47
  happening.
• 1:47
  And
• 1:47
  that
• 1:48
  also
• 1:48
  kind
• 1:48
  of
• 1:48
  coincides
• 1:49
  with
• 1:49
  the
• 1:49
  work
• 1:49
  that
• 1:49
  I'm
• 1:50
  leading
• 1:50
  internally,
• 1:51
  working
• 1:51
  very
• 1:51
  closely
• 1:52
  with
• 1:52
  our
• 1:52
  product
• 1:52
  teams
• 1:53
  on
• 1:53
  our
• 1:53
  retail
• 1:54
  innovation
• 1:55
  pipeline
• 1:55
  to
• 1:55
  make
• 1:56
  sure
• 1:56
  that
• 1:56
  what
• 1:56
  we're
• 1:56
  building
• 1:57
  for
• 1:57
  retail
• 1:57
  advertisers
• 1:58
  is
• 1:59
  actually
• 1:59
  going
• 1:59
  to
• 1:59
  enable
• 1:59
  them
• 1:59
  to
• 2:00
  do
• 2:00
  that,
• 2:00
  to
• 2:00
  stay
• 2:00
  ahead
• 2:01
  of
• 2:01
  what's
• 2:01
  happening
• 2:01
  from
• 2:02
  an
• 2:02
  always
• 2:02
  evolving
• 2:03
  industry.
• 2:04
  Yeah.
• 2:04
  Because
• 2:04
  the
• 2:04
  luxury
• 2:05
  industry
• 2:05
  particularly
• 2:06
  cares
• 2:06
  about
• 2:06
  that
• 2:07
  from.
• 2:07
  From
• 2:07
  my
• 2:08
  understanding.
• 2:08
  Just
• 2:08
  a
• 2:08
  little
• 2:09
  bit
• 2:09
  from
• 2:09
  my
• 2:09
  estimation.
• 2:10
  Right.
• 2:10
  Yeah,
• 2:10
  just
• 2:10
  a
• 2:11
  little
• 2:11
  bit.
• 2:11
  Yeah.
• 2:11
  Well
• 2:11
  said.
• 2:11
  Well,
• 2:12
  well,
• 2:13
  J.P.
• 2:13
  i
• 2:13
  have
• 2:14
  to
• 2:14
  kick
• 2:14
  things
• 2:15
  off
• 2:15
  with
• 2:16
  the
• 2:16
  big
• 2:17
  announcements
• 2:17
  that
• 2:18
  are
• 2:18
  coming
• 2:18
  out
• 2:18
  of
• 2:18
  Meta
• 2:19
  at
• 2:19
  Shop
• 2:20
  Talk
• 2:20
  that
• 2:20
  have
• 2:20
  come
• 2:20
  out
• 2:20
  recently.
• 2:21
  Yeah.
• 2:22
  Why
• 2:22
  don't
• 2:22
  you
• 2:23
  share
• 2:23
  those
• 2:23
  with
• 2:24
  our
• 2:24
  audience,
• 2:24
  especially
• 2:25
  how
• 2:25
  they
• 2:25
  are
• 2:25
  applying
• 2:26
  to
• 2:26
  some
• 2:26
  of
• 2:26
  the
• 2:27
  partners
• 2:27
  that
• 2:27
  you
• 2:27
  work
• 2:28
  with
• 2:28
  in
• 2:28
  the
• 2:28
  luxury
• 2:29
  and
• 2:29
  fashion
• 2:30
  space.
• 2:30
  Yeah,
• 2:31
  I
• 2:31
  love
• 2:31
  it.
• 2:31
  Yeah.
• 2:31
  Thank
• 2:31
  you
• 2:32
  for
• 2:32
  the
• 2:32
  question.
• 2:33
  Maybe
• 2:33
  I
• 2:34
  can
• 2:34
  start
• 2:34
  with
• 2:34
  a
• 2:34
  little
• 2:34
  bit
• 2:35
  of
• 2:35
  the
• 2:35
  kind
• 2:35
  of
• 2:35
  industry
• 2:36
  trends
• 2:36
  that
• 2:36
  are
• 2:36
  motivating
• 2:37
  a
• 2:37
  lot
• 2:37
  of
• 2:37
  the
• 2:37
  exciting
• 2:38
  product
• 2:38
  development
• 2:38
  work
• 2:39
  that
• 2:39
  we
• 2:39
  rolled
• 2:40
  out.
• 2:40
  So
• 2:41
  first,
• 2:41
  on
• 2:41
  the
• 2:42
  macroeconomic
• 2:43
  side,
• 2:43
  obviously
• 2:45
  there
• 2:45
  has
• 2:45
  been
• 2:45
  a
• 2:46
  lot
• 2:46
  of
• 2:46
  dynamics
• 2:46
  to
• 2:47
  start
• 2:47
  off
• 2:47
  Q1
• 2:47
  in
• 2:48
  2025.
• 2:49
  You
• 2:50
  know,
• 2:50
  there's
• 2:50
  been
• 2:50
  some
• 2:50
  research
• 2:51
  that
• 2:51
  shows
• 2:51
  that,
• 2:52
  you
• 2:52
  know,
• 2:52
  consumer
• 2:53
  spending
• 2:53
  has
• 2:53
  slowed
• 2:53
  in
• 2:54
  February,
• 2:54
  and
• 2:55
  that,
• 2:55
  of
• 2:55
  course,
• 2:55
  is
• 2:55
  causing
• 2:56
  a
• 2:56
  lot
• 2:57
  of
• 2:57
  the
• 2:57
  market
• 2:57
  to
• 2:58
  readjust
• 2:58
  their
• 2:58
  forecasts
• 2:59
  and
• 2:59
  expectations
• 3:00
  for
• 3:00
  2025.
• 3:01
  And
• 3:01
  of
• 3:01
  course,
• 3:01
  kind
• 3:02
  of
• 3:02
  subsequent
• 3:02
  to
• 3:02
  that,
• 3:03
  their
• 3:03
  marketing
• 3:03
  strategies
• 3:04
  need
• 3:04
  to
• 3:04
  be
• 3:04
  refined.
• 3:05
  So
• 3:05
  kind
• 3:06
  of
• 3:06
  challenging
• 3:06
  economic
• 3:07
  standpoint.
• 3:07
  And
• 3:07
  then
• 3:08
  kind
• 3:08
  of
• 3:08
  with
• 3:09
  that,
• 3:09
  you
• 3:10
  know,
• 3:10
  likely
• 3:10
  customers
• 3:11
  are
• 3:11
  still
• 3:11
  willing
• 3:11
  to
• 3:12
  buy,
• 3:12
  but
• 3:12
  perhaps
• 3:12
  a
• 3:12
  little
• 3:13
  bit
• 3:13
  more
• 3:13
  hesitant.
• 3:14
  So
• 3:14
  what
• 3:14
  does
• 3:14
  that
• 3:14
  mean
• 3:15
  for
• 3:15
  marketers?
• 3:16
  Means
• 3:17
  their
• 3:17
  job
• 3:17
  is
• 3:17
  a
• 3:17
  lot
• 3:17
  harder.
• 3:18
  Yeah.
• 3:18
  And
• 3:19
  we
• 3:19
  know
• 3:19
  that
• 3:19
  the
• 3:20
  retail
• 3:21
  industry
• 3:21
  is
• 3:21
  a
• 3:22
  margins
• 3:22
  business.
• 3:23
  And
• 3:23
  so
• 3:23
  every
• 3:24
  extra
• 3:24
  moment
• 3:26
  those
• 3:26
  products
• 3:27
  are
• 3:27
  sitting
• 3:27
  on
• 3:27
  the
• 3:27
  shelves
• 3:28
  or
• 3:28
  in
• 3:28
  a
• 3:28
  warehouse,
• 3:29
  as
• 3:29
  we
• 3:29
  know,
• 3:30
  extremely
• 3:30
  costly
• 3:31
  for
• 3:31
  our
• 3:31
  partners,
• 3:32
  and
• 3:32
  especially
• 3:33
  if
• 3:33
  they
• 3:33
  actually
• 3:33
  have
• 3:33
  to
• 3:33
  use
• 3:33
  a
• 3:34
  discount
• 3:34
  to
• 3:34
  move
• 3:34
  those
• 3:35
  products.
• 3:35
  Yes.
• 3:36
  Not
• 3:36
  ideal.
• 3:37
  Not
• 3:37
  ideal.
• 3:38
  Not
• 3:38
  something
• 3:38
  your
• 3:38
  side
• 3:38
  of
• 3:39
  the
• 3:39
  business
• 3:39
  likes
• 3:39
  to
• 3:39
  do
• 3:40
  that
• 3:40
  often
• 3:40
  either,
• 3:40
  right?
• 3:41
  No,
• 3:41
  they
• 3:42
  try
• 3:42
  to
• 3:42
  avoid
• 3:42
  that
• 3:42
  100%.
• 3:43
  Yeah.
• 3:43
  What
• 3:43
  is
• 3:44
  a
• 3:44
  discount
• 3:44
  in
• 3:44
  luxury?
• 3:45
  But,
• 3:46
  but
• 3:46
  so
• 3:47
  as
• 3:47
  a
• 3:47
  result,
• 3:47
  then
• 3:48
  every
• 3:48
  point
• 3:49
  of
• 3:49
  incremental
• 3:49
  performance
• 3:50
  that
• 3:50
  we
• 3:50
  can
• 3:50
  offer
• 3:51
  our
• 3:51
  partners
• 3:51
  through
• 3:52
  our
• 3:52
  ads,
• 3:52
  tools
• 3:52
  and
• 3:53
  solutions.
• 3:53
  Right.
• 3:54
  Is
• 3:54
  a
• 3:55
  critical
• 3:55
  leverage
• 3:55
  point
• 3:56
  for
• 3:56
  them
• 3:56
  to
• 3:57
  drive
• 3:57
  better
• 3:57
  margin
• 3:58
  for
• 3:58
  their
• 3:58
  business.
• 3:59
  So
• 3:59
  very,
• 3:59
  very
• 3:59
  paramount
• 4:00
  in
• 4:00
  this
• 4:00
  environment,
• 4:01
  in
• 4:01
  particular,
• 4:01
  that
• 4:02
  we
• 4:02
  are
• 4:02
  laser
• 4:02
  focused
• 4:03
  on
• 4:03
  helping
• 4:04
  deliver
• 4:04
  on
• 4:04
  that
• 4:04
  for
• 4:05
  our
• 4:05
  partners.
• 4:05
  So
• 4:06
  that's
• 4:06
  on
• 4:06
  the
• 4:06
  macro
• 4:06
  side,
• 4:07
  on
• 4:07
  the
• 4:07
  consumer
• 4:08
  side,
• 4:08
  this
• 4:08
  is
• 4:09
  not
• 4:09
  new.
• 4:09
  We
• 4:09
  know
• 4:09
  that
• 4:10
  consumer
• 4:11
  behavior
• 4:12
  is
• 4:12
  demanding,
• 4:13
  or
• 4:13
  at
• 4:13
  least
• 4:13
  expecting
• 4:14
  a
• 4:14
  hybrid
• 4:15
  shopping
• 4:15
  experience.
• 4:16
  They
• 4:16
  want
• 4:16
  to
• 4:16
  be
• 4:17
  able
• 4:17
  to
• 4:17
  go
• 4:17
  from
• 4:17
  online
• 4:18
  to
• 4:18
  in
• 4:19
  store,
• 4:19
  from
• 4:19
  start
• 4:20
  to
• 4:20
  finish,
• 4:20
  in
• 4:20
  a
• 4:21
  really
• 4:21
  seamless
• 4:21
  way.
• 4:22
  And
• 4:22
  so
• 4:22
  we're
• 4:22
  committed
• 4:22
  to,
• 4:23
  you
• 4:23
  know,
• 4:23
  enabling
• 4:24
  that
• 4:24
  for
• 4:24
  our
• 4:24
  partners,
• 4:25
  trying
• 4:25
  to
• 4:25
  tie
• 4:25
  together
• 4:26
  that
• 4:26
  shopping
• 4:26
  experience
• 4:27
  so
• 4:27
  that
• 4:27
  they
• 4:27
  can
• 4:27
  actually
• 4:28
  deliver
• 4:28
  on
• 4:28
  that
• 4:28
  high
• 4:29
  expectation.
• 4:29
  Yeah.
• 4:30
  So
• 4:31
  that's
• 4:31
  a
• 4:31
  little
• 4:31
  bit
• 4:31
  of
• 4:31
  the
• 4:32
  backdrop.
• 4:33
  Yeah.
• 4:33
  Right.
• 4:33
  Big
• 4:34
  setup.
• 4:34
  Sorry.
• 4:34
  Yeah,
• 4:35
  it's
• 4:36
  important
• 4:36
  to
• 4:36
  cover
• 4:36
  that,
• 4:37
  especially
• 4:37
  with
• 4:37
  the,
• 4:38
  like,
• 4:38
  current
• 4:39
  economic
• 4:39
  conditions,
• 4:40
  I
• 4:40
  think,
• 4:40
  too,
• 4:41
  because
• 4:41
  we've
• 4:42
  heard
• 4:42
  from
• 4:42
  a
• 4:42
  lot
• 4:42
  of
• 4:42
  people
• 4:42
  at
• 4:43
  Shop
• 4:43
  Talk
• 4:43
  in
• 4:43
  the
• 4:43
  last
• 4:44
  day.
• 4:44
  It's
• 4:45
  only
• 4:45
  been
• 4:45
  One
• 4:45
  day,
• 4:45
  but
• 4:46
  in
• 4:46
  the
• 4:46
  last
• 4:46
  24
• 4:47
  hours,
• 4:47
  just
• 4:48
  about
• 4:48
  how
• 4:48
  important
• 4:49
  it
• 4:49
  is.
• 4:49
  What
• 4:49
  you're
• 4:49
  talking
• 4:50
  about,
• 4:50
  like
• 4:50
  getting
• 4:50
  people
• 4:51
  motivated
• 4:51
  to
• 4:52
  shop
• 4:52
  when
• 4:52
  they
• 4:53
  are
• 4:53
  trying
• 4:53
  to
• 4:54
  kind
• 4:54
  of
• 4:54
  cut
• 4:54
  back.
• 4:55
  Yeah,
• 4:55
  yeah.
• 4:55
  And
• 4:55
  I
• 4:56
  guess
• 4:56
  maybe
• 4:56
  even.
• 4:57
  Sorry
• 4:57
  to
• 4:57
  bury
• 4:58
  the
• 4:58
  lead
• 4:58
  even
• 4:58
  more.
• 4:58
  But
• 4:58
  I
• 4:58
  think,
• 4:59
  like.
• 4:59
  But
• 4:59
  even
• 5:00
  in
• 5:00
  the
• 5:00
  context
• 5:00
  of
• 5:01
  that
• 5:01
  being
• 5:02
  able
• 5:02
  to
• 5:02
  tie
• 5:02
  the
• 5:02
  ecosystem
• 5:03
  together,
• 5:03
  I
• 5:03
  think
• 5:04
  especially
• 5:05
  for
• 5:05
  our
• 5:05
  retail
• 5:06
  partners
• 5:06
  that
• 5:06
  have
• 5:06
  a
• 5:06
  large
• 5:07
  store
• 5:07
  footprint,
• 5:08
  they're
• 5:09
  sitting
• 5:09
  on
• 5:09
  this
• 5:09
  incredible
• 5:10
  asset
• 5:10
  that
• 5:10
  is
• 5:10
  one
• 5:11
  of
• 5:11
  their
• 5:11
  competitive
• 5:11
  advantages,
• 5:12
  particularly
• 5:13
  when
• 5:13
  you
• 5:13
  think
• 5:13
  about
• 5:13
  the
• 5:13
  large
• 5:13
  e
• 5:14
  comm
• 5:14
  players.
• 5:15
  And
• 5:15
  they've
• 5:15
  been
• 5:15
  asking
• 5:16
  for
• 5:16
  performance
• 5:16
  marketing
• 5:17
  solutions
• 5:18
  and
• 5:18
  tactics
• 5:19
  that
• 5:19
  would
• 5:19
  enable
• 5:20
  them
• 5:20
  to
• 5:20
  actually
• 5:20
  leverage
• 5:21
  that
• 5:21
  as
• 5:21
  an
• 5:22
  asset
• 5:22
  to
• 5:23
  be
• 5:23
  able
• 5:23
  to
• 5:23
  drive
• 5:24
  store
• 5:24
  sales
• 5:24
  in
• 5:24
  the
• 5:24
  same
• 5:25
  way
• 5:25
  that
• 5:25
  they're
• 5:25
  driving
• 5:26
  their
• 5:27
  performance
• 5:27
  marketing
• 5:27
  campaigns
• 5:28
  for
• 5:28
  online
• 5:28
  sales.
• 5:29
  And
• 5:29
  that's
• 5:29
  never
• 5:30
  really
• 5:30
  been
• 5:31
  offered
• 5:31
  from
• 5:32
  our
• 5:32
  standpoint
• 5:32
  in
• 5:32
  a
• 5:32
  very
• 5:33
  meaningful
• 5:33
  way.
• 5:33
  And
• 5:34
  so
• 5:34
  without
• 5:35
  further
• 5:35
  ado.
• 5:36
  Let's
• 5:36
  do
• 5:36
  it.
• 5:36
  Yeah,
• 5:37
  let's
• 5:37
  have
• 5:37
  it.
• 5:38
  That's
• 5:38
  where
• 5:38
  our
• 5:38
  omnichannel
• 5:39
  ad
• 5:39
  solution
• 5:39
  comes
• 5:40
  in.
• 5:40
  So
• 5:40
  in
• 5:41
  one
• 5:41
  single
• 5:41
  campaign,
• 5:42
  advertisers
• 5:43
  can
• 5:44
  pool
• 5:44
  together
• 5:45
  their
• 5:45
  signal
• 5:45
  to
• 5:45
  be
• 5:45
  able
• 5:45
  to
• 5:46
  drive
• 5:46
  both
• 5:47
  online
• 5:47
  sales
• 5:47
  and
• 5:48
  store
• 5:48
  sales
• 5:49
  in
• 5:49
  one
• 5:49
  single
• 5:50
  campaign.
• 5:50
  And
• 5:51
  the
• 5:51
  benefit
• 5:51
  of
• 5:51
  this
• 5:52
  is
• 5:52
  we're
• 5:52
  seeing
• 5:52
  tremendous,
• 5:53
  obviously
• 5:53
  omnichannel
• 5:54
  results
• 5:55
  and
• 5:55
  specifically,
• 5:56
  we're
• 5:56
  obviously
• 5:56
  seeing
• 5:57
  gains
• 5:57
  in
• 5:57
  what's
• 5:57
  happening
• 5:58
  in
• 5:58
  the
• 5:58
  stores.
• 5:59
  So
• 5:59
  when
• 5:59
  you
• 5:59
  compare
• 6:00
  an
• 6:00
  omnichannel
• 6:01
  ads
• 6:01
  campaign,
• 6:01
  we're
• 6:02
  seeing
• 6:02
  a
• 6:02
  21%
• 6:03
  increase
• 6:04
  in
• 6:04
  incremental
• 6:05
  store
• 6:05
  roas
• 6:06
  compared
• 6:06
  to
• 6:07
  our
• 6:07
  website
• 6:07
  conversion
• 6:08
  campaign.
• 6:08
  So
• 6:08
  our
• 6:08
  traditional
• 6:09
  website
• 6:09
  online
• 6:10
  driving
• 6:11
  tactics.
• 6:12
  Wow.
• 6:13
  So
• 6:13
  those
• 6:13
  ads
• 6:13
  are
• 6:13
  performing
• 6:14
  better
• 6:14
  in
• 6:14
  stores
• 6:15
  relative
• 6:15
  to
• 6:15
  what
• 6:15
  they're
• 6:16
  performing
• 6:16
  online.
• 6:16
  Is
• 6:16
  that
• 6:17
  right?
• 6:17
  Is
• 6:17
  that
• 6:17
  right?
• 6:17
  Can
• 6:17
  I
• 6:17
  interpret
• 6:18
  that
• 6:18
  right?
• 6:18
  That's
• 6:18
  exactly
• 6:19
  right.
• 6:19
  Wow.
• 6:19
  Okay.
• 6:20
  Any
• 6:20
  hypotheses
• 6:21
  on
• 6:21
  why
• 6:21
  that
• 6:21
  is?
• 6:22
  Yeah.
• 6:22
  So
• 6:22
  before,
• 6:23
  if
• 6:23
  you
• 6:23
  think
• 6:23
  about
• 6:24
  the
• 6:24
  way
• 6:24
  that
• 6:24
  our
• 6:24
  campaigns
• 6:25
  were
• 6:25
  optimized,
• 6:26
  we're
• 6:26
  only
• 6:26
  leveraging
• 6:27
  what's
• 6:27
  happening
• 6:27
  from
• 6:27
  an
• 6:28
  online
• 6:28
  standpoint.
• 6:29
  Now
• 6:29
  what
• 6:29
  we're
• 6:30
  able
• 6:30
  to
• 6:30
  do
• 6:30
  is
• 6:30
  leverage
• 6:31
  all
• 6:31
  of
• 6:31
  that
• 6:31
  signal
• 6:32
  from
• 6:32
  the
• 6:32
  people
• 6:32
  who
• 6:32
  are
• 6:32
  shopping
• 6:33
  in
• 6:33
  store,
• 6:33
  which,
• 6:34
  by
• 6:34
  the
• 6:34
  way,
• 6:35
  the
• 6:35
  place
• 6:35
  where
• 6:35
  the
• 6:36
  majority
• 6:36
  of
• 6:36
  purchases
• 6:37
  are
• 6:37
  actually
• 6:37
  still
• 6:37
  happening
• 6:38
  to
• 6:38
  be
• 6:39
  able
• 6:39
  to
• 6:39
  power
• 6:39
  these
• 6:39
  campaigns.
• 6:40
  So
• 6:40
  when
• 6:40
  you
• 6:40
  think
• 6:40
  about
• 6:40
  this
• 6:41
  environment
• 6:42
  where
• 6:42
  especially
• 6:42
  there's
• 6:42
  that
• 6:43
  pressure
• 6:43
  from
• 6:44
  E
• 6:44
  commerce
• 6:45
  players,
• 6:45
  this
• 6:46
  is
• 6:46
  a
• 6:46
  really
• 6:46
  tremendous
• 6:47
  strategic
• 6:47
  lever
• 6:48
  that
• 6:48
  is
• 6:48
  a
• 6:48
  competitive
• 6:49
  advantage
• 6:49
  for
• 6:49
  them.
• 6:49
  So
• 6:50
  now
• 6:50
  we're
• 6:50
  opening
• 6:50
  up
• 6:50
  that
• 6:51
  opportunity
• 6:51
  to
• 6:51
  be
• 6:51
  able
• 6:52
  to
• 6:52
  find
• 6:52
  not
• 6:52
  just
• 6:52
  those
• 6:52
  who
• 6:53
  are
• 6:53
  going
• 6:53
  to
• 6:53
  shop
• 6:53
  online,
• 6:54
  but
• 6:54
  those
• 6:54
  who
• 6:54
  are
• 6:54
  going
• 6:54
  to
• 6:55
  shop
• 6:55
  online
• 6:56
  and
• 6:56
  in
• 6:56
  store,
• 6:56
  or
• 6:57
  just
• 6:57
  in
• 6:57
  store.
• 6:57
  And
• 6:58
  so
• 6:58
  this
• 6:58
  platform
• 6:58
  exists
• 6:59
  for
• 6:59
  all
• 6:59
  retailers
• 6:59
  now,
• 7:00
  not
• 7:00
  just
• 7:00
  in
• 7:00
  the
• 7:00
  luxury
• 7:01
  space.
• 7:01
  It's
• 7:01
  everyone
• 7:02
  Everyone
• 7:02
  that
• 7:02
  wants
• 7:02
  to
• 7:03
  use
• 7:03
  it
• 7:03
  from
• 7:03
  Meta,
• 7:03
  they
• 7:03
  can
• 7:04
  use
• 7:04
  it.
• 7:04
  It's
• 7:05
  currently
• 7:05
  in
• 7:05
  beta,
• 7:06
  so
• 7:07
  it's
• 7:08
  compatible
• 7:09
  with
• 7:09
  all
• 7:09
  of
• 7:09
  our
• 7:10
  Advantage
• 7:10
  plus
• 7:11
  and
• 7:11
  existing
• 7:12
  formats.
• 7:12
  So
• 7:12
  Advantage
• 7:12
  plus
• 7:13
  is
• 7:13
  our
• 7:13
  kind
• 7:13
  of
• 7:13
  our
• 7:14
  AI
• 7:14
  driven
• 7:15
  automated
• 7:16
  solutions.
• 7:16
  So
• 7:17
  the
• 7:17
  place
• 7:17
  where
• 7:17
  most
• 7:17
  of
• 7:17
  our
• 7:18
  advertisers
• 7:18
  are
• 7:18
  leaning
• 7:18
  in.
• 7:19
  So
• 7:19
  it's
• 7:19
  compatible
• 7:19
  with
• 7:19
  that.
• 7:20
  There's
• 7:20
  also
• 7:21
  some
• 7:21
  additional
• 7:21
  features
• 7:21
  that
• 7:22
  allow
• 7:22
  you
• 7:22
  to
• 7:22
  make
• 7:23
  the
• 7:23
  store
• 7:23
  experience
• 7:24
  a
• 7:24
  little
• 7:24
  bit
• 7:24
  more
• 7:24
  enticing.
• 7:25
  So
• 7:25
  having
• 7:25
  localized
• 7:26
  pricing,
• 7:26
  product
• 7:27
  availability,
• 7:28
  even
• 7:28
  promotions
• 7:29
  in
• 7:29
  stores
• 7:30
  nearby.
• 7:30
  So
• 7:30
  that's
• 7:31
  in
• 7:31
  the
• 7:31
  actual
• 7:31
  ad
• 7:32
  formats
• 7:32
  itself
• 7:32
  too.
• 7:33
  That's
• 7:33
  unbelievable.
• 7:34
  That's
• 7:35
  very
• 7:35
  key.
• 7:35
  What
• 7:35
  had
• 7:35
  to
• 7:36
  fall
• 7:36
  into
• 7:36
  place,
• 7:36
  jp,
• 7:37
  for
• 7:37
  this
• 7:37
  to
• 7:37
  be
• 7:38
  able
• 7:38
  to
• 7:38
  get
• 7:38
  to
• 7:39
  this
• 7:39
  point?
• 7:40
  Yeah,
• 7:40
  a
• 7:40
  lot.
• 7:41
  Very,
• 7:41
  very
• 7:41
  close.
• 7:42
  I
• 7:42
  mean,
• 7:42
  that's
• 7:43
  a
• 7:43
  lot
• 7:43
  of.
• 7:43
  I'm
• 7:43
  just
• 7:43
  like
• 7:44
  thinking
• 7:44
  like
• 7:44
  there's
• 7:44
  so
• 7:44
  many.
• 7:45
  We
• 7:45
  just
• 7:45
  talked
• 7:45
  about
• 7:45
  it
• 7:46
  yesterday,
• 7:47
  we
• 7:47
  threw
• 7:47
  it
• 7:47
  up
• 7:47
  on
• 7:47
  a
• 7:47
  whiteboard
• 7:48
  and
• 7:48
  then
• 7:48
  it
• 7:48
  was
• 7:48
  done.
• 7:49
  No,
• 7:49
  that
• 7:49
  was
• 7:49
  great.
• 7:50
  A
• 7:50
  lot.
• 7:50
  I
• 7:50
  love
• 7:50
  that
• 7:50
  question.
• 7:51
  I
• 7:51
  love
• 7:51
  that
• 7:51
  answer.
• 7:52
  I
• 7:52
  mean,
• 7:52
  there's
• 7:52
  so
• 7:52
  many
• 7:53
  things
• 7:53
  that
• 7:53
  have
• 7:53
  to
• 7:53
  come
• 7:54
  in
• 7:54
  to
• 7:54
  work
• 7:55
  together
• 7:56
  from
• 7:56
  Meta
• 7:56
  side
• 7:57
  so
• 7:57
  that
• 7:57
  you're
• 7:58
  able
• 7:58
  to
• 7:58
  put
• 7:58
  this
• 7:59
  all
• 7:59
  into
• 7:59
  motion
• 7:59
  for
• 8:00
  the
• 8:00
  retailer,
• 8:00
  right?
• 8:00
  That's
• 8:01
  right.
• 8:01
  I
• 8:01
  mean,
• 8:01
  I
• 8:01
  think
• 8:01
  this
• 8:01
  is
• 8:02
  like
• 8:02
  maybe
• 8:02
  back
• 8:02
  to
• 8:02
  where
• 8:02
  I
• 8:03
  was
• 8:03
  mentioning
• 8:03
  some
• 8:03
  of
• 8:03
  our
• 8:04
  collaboration
• 8:04
  with
• 8:04
  the
• 8:04
  product.
• 8:05
  I've
• 8:06
  been
• 8:06
  at
• 8:06
  Meta
• 8:06
  for
• 8:06
  almost
• 8:06
  eight
• 8:07
  years.
• 8:07
  I've
• 8:07
  never
• 8:08
  seen
• 8:08
  the
• 8:08
  amount
• 8:09
  of
• 8:09
  collaboration
• 8:10
  and
• 8:10
  connection
• 8:11
  that
• 8:11
  our
• 8:12
  product
• 8:12
  teams
• 8:12
  have
• 8:12
  had
• 8:13
  with
• 8:13
  the
• 8:14
  industry
• 8:15
  regularly
• 8:16
  bringing
• 8:16
  them
• 8:16
  close
• 8:16
  to.
• 8:17
  I
• 8:17
  mean,
• 8:17
  our
• 8:18
  partners
• 8:18
  have
• 8:18
  directly
• 8:19
  shaped
• 8:19
  the
• 8:19
  product
• 8:20
  roadmap
• 8:20
  for
• 8:20
  this.
• 8:21
  And
• 8:21
  what's
• 8:21
  exciting
• 8:21
  is
• 8:22
  given
• 8:22
  all
• 8:23
  these
• 8:23
  challenging
• 8:26
  environment,
• 8:27
  the
• 8:27
  challenging
• 8:27
  environment
• 8:28
  that
• 8:28
  we're
• 8:28
  sitting
• 8:28
  in,
• 8:29
  this
• 8:29
  solution
• 8:29
  is
• 8:29
  coming
• 8:30
  in
• 8:30
  at
• 8:30
  the
• 8:30
  perfect
• 8:30
  time.
• 8:31
  So
• 8:31
  I
• 8:31
  mentioned
• 8:31
  it's
• 8:31
  in
• 8:31
  beta
• 8:32
  at
• 8:32
  the
• 8:32
  moment.
• 8:32
  It's
• 8:33
  going
• 8:33
  to
• 8:33
  release
• 8:33
  into
• 8:33
  general
• 8:34
  availability
• 8:34
  later
• 8:35
  this
• 8:35
  summer
• 8:35
  in
• 8:35
  time
• 8:35
  for
• 8:35
  back
• 8:36
  to
• 8:36
  school
• 8:36
  and
• 8:36
  certainly
• 8:36
  in
• 8:37
  time
• 8:37
  for
• 8:37
  the
• 8:37
  critical
• 8:37
  holiday
• 8:38
  window
• 8:38
  when
• 8:38
  we
• 8:38
  know
• 8:39
  our
• 8:39
  advertisers
• 8:39
  are
• 8:39
  really
• 8:40
  going
• 8:40
  to
• 8:40
  need
• 8:40
  it.
• 8:40
  Does
• 8:41
  that
• 8:41
  make
• 8:41
  sense?
• 8:41
  All
• 8:41
  right,
• 8:41
  so
• 8:43
  maybe
• 8:44
  even
• 8:44
  staying
• 8:44
  in
• 8:44
  your
• 8:44
  lane
• 8:45
  of
• 8:45
  luxury,
• 8:45
  but
• 8:45
  you
• 8:46
  could
• 8:46
  go
• 8:46
  more
• 8:46
  broadly
• 8:46
  with
• 8:46
  this
• 8:47
  too.
• 8:47
  I'm
• 8:47
  curious.
• 8:48
  We
• 8:48
  always
• 8:48
  talk
• 8:49
  about
• 8:49
  people,
• 8:49
  process
• 8:49
  and
• 8:50
  technology
• 8:50
  on
• 8:51
  our
• 8:51
  podcast.
• 8:53
  For
• 8:53
  the
• 8:53
  retailers
• 8:54
  that
• 8:54
  are
• 8:54
  listening,
• 8:54
  they're
• 8:54
  saying,
• 8:54
  hey,
• 8:54
  you
• 8:55
  know
• 8:55
  what,
• 8:55
  I
• 8:55
  want
• 8:55
  to
• 8:55
  take
• 8:55
  advantage
• 8:55
  of
• 8:56
  this.
• 8:56
  I
• 8:56
  want
• 8:56
  to
• 8:56
  get
• 8:56
  into
• 8:56
  the
• 8:56
  beta
• 8:57
  early
• 8:57
  and
• 8:57
  start
• 8:58
  to
• 8:58
  see
• 8:58
  what
• 8:58
  it
• 8:58
  means
• 8:58
  for
• 8:58
  me
• 8:59
  as
• 8:59
  I
• 8:59
  go
• 8:59
  into
• 8:59
  the
• 8:59
  holidays.
• 9:00
  To
• 9:00
  your
• 9:00
  point,
• 9:01
  what
• 9:02
  do
• 9:02
  they
• 9:02
  need
• 9:02
  to
• 9:02
  get
• 9:02
  right
• 9:03
  along
• 9:03
  those
• 9:03
  three
• 9:03
  dimensions
• 9:04
  to
• 9:04
  be
• 9:04
  as
• 9:04
  successful
• 9:05
  as
• 9:05
  they
• 9:05
  can
• 9:05
  be
• 9:06
  with
• 9:06
  this
• 9:06
  new
• 9:06
  platform?
• 9:07
  Yeah.
• 9:07
  Chris,
• 9:07
  I
• 9:08
  love
• 9:08
  this
• 9:08
  question
• 9:09
  because
• 9:09
  you
• 9:09
  can
• 9:09
  have
• 9:09
  the
• 9:09
  best
• 9:10
  strategy
• 9:10
  in
• 9:10
  the
• 9:10
  world,
• 9:11
  but
• 9:11
  if
• 9:11
  those
• 9:12
  things,
• 9:12
  three
• 9:12
  things
• 9:13
  aren't
• 9:13
  in
• 9:13
  place.
• 9:14
  Yep.
• 9:14
  It
• 9:14
  means
• 9:15
  nothing
• 9:15
  and
• 9:16
  it's
• 9:16
  going
• 9:16
  to
• 9:16
  fall
• 9:16
  flat.
• 9:18
  I
• 9:18
  think
• 9:18
  in
• 9:19
  the
• 9:19
  context
• 9:19
  of
• 9:19
  Omni.
• 9:20
  Okay.
• 9:22
  You
• 9:22
  know,
• 9:22
  it's
• 9:22
  interesting,
• 9:23
  it's
• 9:23
  the
• 9:23
  most
• 9:23
  uncontroversial
• 9:24
  thing
• 9:24
  to
• 9:25
  say
• 9:25
  as
• 9:25
  a
• 9:25
  brand
• 9:26
  or
• 9:26
  retailer
• 9:26
  that
• 9:27
  Omni
• 9:27
  is
• 9:27
  what
• 9:27
  we're
• 9:28
  trying
• 9:28
  to
• 9:28
  drive
• 9:29
  and
• 9:29
  deliver.
• 9:29
  But
• 9:30
  when
• 9:30
  you
• 9:30
  click
• 9:30
  into
• 9:30
  it,
• 9:31
  there
• 9:32
  are
• 9:32
  people,
• 9:33
  processes
• 9:34
  that
• 9:35
  have
• 9:35
  been
• 9:35
  defined
• 9:35
  over
• 9:36
  decades
• 9:36
  at
• 9:37
  a
• 9:37
  lot
• 9:37
  of
• 9:37
  these
• 9:37
  traditional
• 9:38
  companies
• 9:39
  that
• 9:39
  have
• 9:39
  been
• 9:40
  built
• 9:40
  up
• 9:40
  around
• 9:41
  channels.
• 9:41
  And
• 9:42
  so
• 9:42
  there
• 9:42
  are
• 9:42
  these
• 9:42
  silos
• 9:43
  that
• 9:43
  exist
• 9:43
  between
• 9:44
  what's
• 9:44
  happening
• 9:44
  from
• 9:44
  an
• 9:45
  E
• 9:45
  Comm
• 9:45
  perspective,
• 9:46
  what's
• 9:46
  happening
• 9:46
  from
• 9:46
  a
• 9:47
  store
• 9:47
  perspective
• 9:48
  that
• 9:48
  have
• 9:48
  different
• 9:49
  KPIs,
• 9:50
  different
• 9:50
  measurement
• 9:51
  frameworks
• 9:51
  and
• 9:51
  methodologies
• 9:52
  and
• 9:53
  different
• 9:53
  budgets.
• 9:54
  That's
• 9:54
  what
• 9:54
  I
• 9:54
  was
• 9:54
  thinking.
• 9:54
  You
• 9:54
  got
• 9:54
  to
• 9:54
  unlock
• 9:55
  the
• 9:55
  budgets
• 9:55
  differently.
• 9:56
  100%.
• 9:56
  Exactly.
• 9:57
  And
• 9:57
  this
• 9:57
  is
• 9:58
  a
• 9:58
  really,
• 9:58
  really
• 9:58
  hard
• 9:59
  thing
• 9:59
  to
• 9:59
  solve
• 10:00
  for,
• 10:00
  by
• 10:00
  the
• 10:00
  way.
• 10:00
  This
• 10:01
  is
• 10:01
  like
• 10:01
  a
• 10:01
  multi
• 10:01
  year
• 10:02
  thing.
• 10:03
  But
• 10:04
  what
• 10:04
  ends
• 10:04
  up
• 10:04
  happening
• 10:05
  if
• 10:05
  you
• 10:05
  don't
• 10:05
  have
• 10:05
  those
• 10:07
  kind
• 10:07
  of
• 10:07
  operating
• 10:07
  in
• 10:08
  a
• 10:08
  more
• 10:08
  fluid
• 10:08
  and
• 10:08
  cohesive
• 10:09
  way
• 10:09
  is
• 10:10
  ultimately
• 10:10
  you're
• 10:10
  never
• 10:10
  going
• 10:11
  to
• 10:11
  have
• 10:12
  the
• 10:13
  sum
• 10:13
  greater
• 10:13
  than
• 10:14
  the
• 10:14
  parts
• 10:15
  where
• 10:15
  you're
• 10:15
  going
• 10:15
  to
• 10:15
  have
• 10:16
  store
• 10:16
  sales
• 10:17
  driven
• 10:17
  by
• 10:17
  the
• 10:18
  store
• 10:18
  team.
• 10:19
  You're
• 10:19
  going
• 10:19
  to
• 10:19
  have
• 10:19
  digital
• 10:19
  teams
• 10:20
  focused
• 10:20
  on
• 10:21
  digital
• 10:21
  sales.
• 10:22
  And
• 10:22
  truly
• 10:22
  that
• 10:22
  Omni
• 10:23
  opportunity
• 10:24
  won't
• 10:25
  be
• 10:25
  realized
• 10:25
  because
• 10:26
  there
• 10:26
  won't
• 10:26
  be
• 10:26
  the
• 10:26
  synergy
• 10:27
  that
• 10:27
  you
• 10:27
  need.
• 10:27
  So
• 10:27
  the
• 10:28
  advertisers
• 10:28
  are
• 10:28
  doing
• 10:28
  the
• 10:28
  best
• 10:29
  job
• 10:29
  of
• 10:29
  this.
• 10:29
  Our
• 10:29
  partners
• 10:30
  that
• 10:30
  are
• 10:30
  doing
• 10:30
  the
• 10:30
  best
• 10:30
  job
• 10:31
  are
• 10:31
  really
• 10:31
  thinking
• 10:31
  about
• 10:32
  how
• 10:32
  do
• 10:32
  we
• 10:32
  design
• 10:33
  an
• 10:33
  org
• 10:34
  that
• 10:34
  creates
• 10:34
  more
• 10:34
  fluidity
• 10:35
  across
• 10:35
  these
• 10:35
  goals.
• 10:36
  So
• 10:36
  how
• 10:36
  do
• 10:36
  we
• 10:36
  rethink
• 10:37
  our
• 10:37
  measurement
• 10:37
  framework
• 10:38
  and
• 10:38
  KPIs
• 10:39
  so
• 10:39
  that
• 10:39
  that
• 10:39
  is
• 10:40
  truly
• 10:40
  an
• 10:40
  Omni
• 10:41
  goal
• 10:41
  across
• 10:41
  what's
• 10:42
  happening
• 10:42
  on
• 10:42
  both
• 10:42
  sides?
• 10:43
  How
• 10:43
  do
• 10:43
  we
• 10:43
  unify
• 10:44
  that?
• 10:44
  How
• 10:44
  do
• 10:44
  we
• 10:45
  unify
• 10:45
  what's
• 10:45
  happening
• 10:46
  from
• 10:46
  a
• 10:46
  budgeting
• 10:47
  standpoint
• 10:47
  so
• 10:47
  that
• 10:47
  we
• 10:47
  can
• 10:48
  allow
• 10:48
  the
• 10:49
  marketing
• 10:49
  team
• 10:49
  to
• 10:50
  really
• 10:50
  have
• 10:50
  more
• 10:50
  fluidity
• 10:51
  and
• 10:51
  agility
• 10:52
  in
• 10:52
  the
• 10:52
  way
• 10:52
  that
• 10:52
  they're
• 10:52
  deploying
• 10:53
  and
• 10:53
  activating
• 10:54
  their
• 10:54
  strategies
• 10:55
  to
• 10:55
  drive
• 10:55
  the
• 10:55
  greatest
• 10:56
  Omnia
• 10:56
  outcomes.
• 10:57
  That
• 10:57
  makes
• 10:57
  sense.
• 10:57
  And
• 10:57
  I
• 10:57
  would
• 10:57
  imagine
• 10:58
  too
• 10:58
  that
• 10:58
  there's
• 10:59
  a
• 10:59
  little
• 10:59
  bit
• 10:59
  of
• 10:59
  learning
• 10:59
  by
• 11:00
  doing
• 11:00
  here
• 11:01
  going
• 11:01
  on
• 11:01
  as
• 11:01
  well,
• 11:02
  versus
• 11:02
  just
• 11:02
  to
• 11:03
  your
• 11:03
  point
• 11:03
  about
• 11:03
  staying
• 11:03
  stagnant,
• 11:04
  staying
• 11:04
  in
• 11:04
  the
• 11:04
  old
• 11:05
  mindset,
• 11:05
  you've
• 11:05
  actually
• 11:05
  got
• 11:06
  to
• 11:06
  dig
• 11:06
  into
• 11:06
  here
• 11:06
  and
• 11:07
  try
• 11:07
  it
• 11:07
  to
• 11:07
  understand
• 11:08
  what
• 11:08
  that
• 11:08
  or
• 11:08
  structure
• 11:09
  could
• 11:09
  eventually
• 11:09
  look
• 11:09
  like
• 11:10
  too.
• 11:10
  Is
• 11:10
  that
• 11:10
  right?
• 11:10
  Yeah.
• 11:11
  And
• 11:11
  this
• 11:11
  is
• 11:11
  why
• 11:11
  I
• 11:11
  think
• 11:11
  it's
• 11:12
  a
• 11:12
  multi
• 11:12
  year
• 11:12
  process
• 11:13
  because
• 11:13
  it's
• 11:13
  a
• 11:13
  huge
• 11:13
  change
• 11:14
  management
• 11:14
  exercise
• 11:15
  just
• 11:16
  as
• 11:16
  much
• 11:16
  as
• 11:16
  it
• 11:16
  is
• 11:16
  a
• 11:17
  new
• 11:17
  marketing
• 11:17
  strategy.
• 11:18
  And
• 11:18
  so
• 11:18
  all
• 11:19
  of
• 11:19
  this
• 11:19
  needs
• 11:19
  to
• 11:19
  be
• 11:19
  done
• 11:20
  with,
• 11:21
  you
• 11:21
  know,
• 11:21
  Test
• 11:22
  and
• 11:22
  learn
• 11:22
  methodologies
• 11:23
  that
• 11:23
  are,
• 11:23
  you
• 11:24
  know,
• 11:24
  meant
• 11:24
  to,
• 11:24
  you
• 11:24
  know,
• 11:25
  one
• 11:25
  show
• 11:25
  the
• 11:25
  results
• 11:26
  over
• 11:26
  time,
• 11:26
  but
• 11:26
  also,
• 11:27
  you
• 11:27
  know,
• 11:27
  give
• 11:28
  confidence
• 11:28
  in
• 11:28
  the
• 11:28
  organization
• 11:29
  that
• 11:29
  we're
• 11:29
  heading
• 11:30
  in
• 11:30
  the
• 11:30
  right
• 11:30
  direction.
• 11:30
  And
• 11:31
  buy
• 11:31
  in
• 11:31
  from
• 11:31
  your
• 11:31
  retailer
• 11:32
  partners
• 11:33
  who
• 11:33
  you've
• 11:33
  been
• 11:33
  working
• 11:34
  with
• 11:34
  to
• 11:34
  develop
• 11:35
  this,
• 11:35
  I
• 11:35
  imagine
• 11:35
  too
• 11:36
  over
• 11:36
  the
• 11:36
  course
• 11:36
  last.
• 11:37
  That's
• 11:37
  exactly
• 11:37
  right.
• 11:38
  Well,
• 11:38
  I'm
• 11:39
  curious,
• 11:39
  you
• 11:39
  know,
• 11:39
  as,
• 11:40
  as
• 11:40
  you
• 11:40
  look
• 11:41
  at
• 11:41
  what's
• 11:41
  in
• 11:41
  beta
• 11:42
  phase
• 11:42
  right
• 11:42
  now
• 11:43
  and
• 11:43
  we
• 11:43
  think
• 11:43
  about
• 11:44
  where
• 11:44
  Unified
• 11:45
  Commerce
• 11:45
  is
• 11:45
  going,
• 11:47
  what
• 11:47
  are
• 11:47
  you
• 11:47
  most
• 11:48
  excited
• 11:48
  about?
• 11:48
  What
• 11:49
  this
• 11:49
  platform
• 11:50
  will
• 11:50
  enable
• 11:50
  for
• 11:51
  what
• 11:51
  the
• 11:51
  future
• 11:51
  of
• 11:52
  Unified
• 11:52
  Commerce
• 11:53
  looks
• 11:53
  like.
• 11:53
  Yeah.
• 11:54
  Okay.
• 11:54
  Well,
• 11:55
  I
• 11:55
  think.
• 11:56
  Okay,
• 11:56
  well,
• 11:57
  we've
• 11:57
  made
• 11:57
  it
• 11:57
  this
• 11:57
  far
• 11:58
  into
• 11:58
  the
• 11:58
  interview
• 11:58
  without
• 11:59
  talking
• 11:59
  about
• 11:59
  AI.
• 12:00
  But
• 12:00
  you
• 12:00
  knew
• 12:00
  it
• 12:00
  was
• 12:00
  coming.
• 12:01
  Yes,
• 12:01
  right,
• 12:02
  exactly.
• 12:03
  So
• 12:03
  with
• 12:03
  any
• 12:04
  innovation
• 12:04
  wave,
• 12:05
  those
• 12:05
  who
• 12:05
  are
• 12:05
  moving
• 12:06
  the
• 12:06
  first
• 12:07
  and
• 12:07
  fastest
• 12:08
  are
• 12:08
  going
• 12:08
  to
• 12:08
  be
• 12:08
  able
• 12:08
  to
• 12:09
  realize
• 12:09
  the
• 12:09
  competitive
• 12:09
  advantage
• 12:10
  in
• 12:10
  the
• 12:10
  future.
• 12:11
  And
• 12:11
  that
• 12:11
  moment
• 12:12
  is
• 12:12
  here.
• 12:12
  I
• 12:12
  don't
• 12:12
  think
• 12:12
  anyone
• 12:13
  needs
• 12:13
  convincing
• 12:15
  and
• 12:15
  certainly
• 12:15
  in
• 12:16
  the
• 12:16
  environment
• 12:16
  that
• 12:16
  we're
• 12:16
  sitting
• 12:17
  in,
• 12:17
  hopefully
• 12:17
  there's
• 12:18
  extra
• 12:18
  incentive
• 12:18
  and
• 12:19
  motivation
• 12:19
  to
• 12:20
  start
• 12:20
  activating
• 12:21
  on
• 12:21
  that.
• 12:21
  So
• 12:21
  what
• 12:21
  does
• 12:21
  that
• 12:22
  mean
• 12:22
  for,
• 12:23
  for
• 12:23
  us
• 12:23
  at
• 12:23
  Meta?
• 12:24
  I'd
• 12:24
  say
• 12:24
  I
• 12:24
  break
• 12:25
  that
• 12:25
  down
• 12:25
  into
• 12:25
  a
• 12:25
  few
• 12:26
  different
• 12:26
  areas.
• 12:26
  One
• 12:27
  is
• 12:27
  the
• 12:27
  Advantage
• 12:28
  plus
• 12:28
  suite
• 12:28
  that
• 12:29
  I
• 12:29
  mentioned
• 12:29
  earlier.
• 12:29
  This
• 12:29
  is
• 12:30
  our
• 12:30
  AI
• 12:31
  driven
• 12:32
  technology
• 12:32
  that's
• 12:33
  kind
• 12:33
  of
• 12:33
  our
• 12:33
  most
• 12:33
  popular
• 12:34
  advertising
• 12:35
  suite
• 12:35
  of
• 12:35
  products.
• 12:36
  We
• 12:37
  have
• 12:37
  a
• 12:37
  new
• 12:37
  machine
• 12:38
  learning
• 12:38
  system
• 12:39
  that
• 12:39
  just
• 12:39
  got
• 12:39
  developed
• 12:40
  that's
• 12:40
  driving
• 12:40
  an
• 12:40
  8%
• 12:41
  improvement
• 12:42
  in
• 12:43
  the
• 12:44
  relevancy
• 12:45
  of
• 12:45
  the
• 12:45
  ads
• 12:45
  that
• 12:45
  we're
• 12:46
  showing
• 12:46
  to
• 12:46
  our
• 12:47
  partners.
• 12:48
  The
• 12:49
  Advantage
• 12:49
  plus
• 12:49
  shopping
• 12:50
  campaign
• 12:50
  specific
• 12:52
  portion
• 12:53
  of
• 12:53
  our
• 12:53
  Advantage
• 12:54
  plus
• 12:54
  portfolio
• 12:55
  with
• 12:55
  US
• 12:55
  advertisers
• 12:56
  driving
• 12:56
  a
• 12:56
  22%
• 12:57
  increase
• 12:58
  in
• 12:58
  incremental
• 12:59
  ROAS
• 13:00
  for
• 13:00
  our
• 13:00
  partners.
• 13:01
  So
• 13:01
  really,
• 13:01
  really
• 13:02
  powerful
• 13:04
  opportunities
• 13:04
  for
• 13:04
  our
• 13:05
  retail
• 13:05
  and
• 13:05
  brand
• 13:06
  partners
• 13:07
  to
• 13:07
  lean
• 13:07
  into
• 13:07
  kind
• 13:08
  of
• 13:08
  our
• 13:08
  automation
• 13:08
  suite
• 13:09
  on
• 13:09
  that
• 13:09
  front.
• 13:09
  So
• 13:09
  that'd
• 13:09
  be
• 13:09
  the
• 13:09
  first
• 13:10
  one.
• 13:10
  Okay.
• 13:10
  The
• 13:11
  next
• 13:11
  one
• 13:11
  is
• 13:11
  Genai
• 13:11
  again,
• 13:12
  kind
• 13:12
  of
• 13:12
  had
• 13:12
  to
• 13:12
  break
• 13:13
  down
• 13:13
  and
• 13:13
  double
• 13:14
  up
• 13:14
  on
• 13:14
  the
• 13:15
  AI
• 13:15
  buzzwords.
• 13:16
  Yeah,
• 13:16
  yeah.
• 13:17
  Okay.
• 13:17
  So
• 13:17
  Genai,
• 13:18
  this
• 13:19
  is
• 13:19
  really
• 13:19
  exciting.
• 13:20
  This
• 13:20
  half.
• 13:20
  We're
• 13:20
  committed
• 13:20
  to
• 13:21
  developing
• 13:21
  some
• 13:21
  new
• 13:21
  experiences
• 13:22
  that
• 13:22
  are
• 13:22
  going
• 13:22
  to
• 13:22
  allow
• 13:23
  consumers
• 13:24
  to
• 13:24
  be
• 13:24
  able
• 13:24
  to
• 13:25
  use
• 13:26
  virtual
• 13:27
  try
• 13:27
  on
• 13:28
  features
• 13:29
  where
• 13:29
  you're
• 13:29
  going
• 13:29
  to
• 13:30
  have
• 13:30
  a
• 13:31
  virtual
• 13:31
  Genai
• 13:32
  created
• 13:32
  model
• 13:33
  where
• 13:33
  you
• 13:33
  can
• 13:34
  see
• 13:34
  what
• 13:34
  clothes
• 13:34
  look
• 13:34
  like
• 13:35
  on
• 13:35
  different
• 13:35
  models
• 13:36
  that
• 13:36
  match
• 13:36
  your
• 13:36
  body
• 13:36
  type.
• 13:37
  So
• 13:37
  I'm
• 13:38
  creating
• 13:38
  a
• 13:38
  model
• 13:39
  of
• 13:39
  my
• 13:39
  body.
• 13:40
  Advertisers
• 13:41
  are
• 13:41
  going
• 13:41
  to
• 13:41
  be
• 13:41
  able
• 13:41
  to
• 13:41
  do
• 13:42
  that
• 13:42
  and
• 13:42
  then
• 13:42
  you're
• 13:42
  going
• 13:42
  to
• 13:43
  be
• 13:43
  able
• 13:43
  to
• 13:43
  select
• 13:43
  from
• 13:43
  a
• 13:44
  tray
• 13:44
  of
• 13:44
  of
• 13:45
  models
• 13:45
  that
• 13:46
  look
• 13:46
  like
• 13:46
  you
• 13:46
  to
• 13:47
  be
• 13:47
  able
• 13:47
  to
• 13:47
  see
• 13:47
  what
• 13:47
  that
• 13:48
  product
• 13:48
  actually
• 13:48
  looks
• 13:48
  like
• 13:49
  on
• 13:49
  you.
• 13:49
  Wow.
• 13:50
  Obviously
• 13:50
  this
• 13:50
  is
• 13:51
  going
• 13:51
  to
• 13:51
  hopefully
• 13:51
  give
• 13:52
  customers
• 13:52
  A
• 13:52
  little
• 13:52
  bit
• 13:52
  more
• 13:53
  confidence
• 13:53
  in
• 13:53
  being
• 13:54
  able
• 13:54
  to
• 13:54
  make
• 13:54
  that
• 13:54
  purchase,
• 13:55
  but
• 13:55
  also
• 13:55
  for
• 13:55
  our
• 13:56
  partners,
• 13:56
  hopefully
• 13:57
  reduce
• 13:57
  the
• 13:57
  return
• 13:58
  rate.
• 13:58
  We
• 13:58
  know
• 13:59
  return
• 13:59
  rates
• 13:59
  are
• 13:59
  much
• 14:00
  higher
• 14:00
  for
• 14:00
  E
• 14:01
  commerce,
• 14:01
  so
• 14:01
  hopefully
• 14:01
  this
• 14:02
  will
• 14:02
  give
• 14:02
  a
• 14:02
  little
• 14:02
  bit
• 14:02
  more
• 14:03
  confidence
• 14:03
  there
• 14:03
  and
• 14:04
  some
• 14:04
  cost
• 14:04
  savings.
• 14:04
  Yeah,
• 14:05
  that's
• 14:05
  interesting
• 14:05
  because
• 14:05
  that's
• 14:06
  a
• 14:06
  whole
• 14:06
  nother
• 14:06
  element
• 14:06
  or
• 14:07
  measurable
• 14:08
  effect
• 14:08
  of
• 14:09
  the
• 14:09
  model
• 14:09
  too,
• 14:09
  or
• 14:09
  of
• 14:10
  the
• 14:10
  platform.
• 14:10
  Right.
• 14:11
  So
• 14:11
  you
• 14:11
  know,
• 14:11
  that
• 14:11
  can
• 14:11
  go
• 14:12
  into
• 14:12
  the
• 14:12
  return
• 14:12
  on
• 14:12
  ad
• 14:13
  spend
• 14:13
  as
• 14:13
  well.
• 14:13
  Over
• 14:13
  time,
• 14:13
  if
• 14:14
  you
• 14:14
  start
• 14:14
  calculating
• 14:15
  the
• 14:15
  return,
• 14:16
  return
• 14:16
  rate
• 14:16
  decreases
• 14:17
  too.
• 14:17
  Wow.
• 14:17
  Interesting,
• 14:18
  interesting.
• 14:18
  So
• 14:18
  that's
• 14:18
  where
• 14:19
  you
• 14:19
  guys
• 14:19
  are
• 14:19
  going
• 14:19
  next
• 14:19
  with
• 14:19
  Gen
• 14:19
  AI.
• 14:20
  Yeah.
• 14:20
  And
• 14:20
  then
• 14:20
  there
• 14:21
  are
• 14:21
  a
• 14:21
  few
• 14:21
  others
• 14:22
  kind
• 14:22
  of
• 14:22
  areas
• 14:22
  of
• 14:22
  Gen
• 14:22
  AI
• 14:23
  that
• 14:23
  are
• 14:23
  a
• 14:23
  little
• 14:23
  bit
• 14:23
  more
• 14:24
  established,
• 14:24
  like
• 14:24
  background
• 14:25
  generation
• 14:25
  for
• 14:25
  catalog
• 14:26
  ads
• 14:26
  to
• 14:26
  make
• 14:27
  those
• 14:27
  experiences
• 14:27
  a
• 14:27
  little
• 14:27
  bit
• 14:28
  more
• 14:28
  rich.
• 14:28
  Also
• 14:29
  our
• 14:29
  text
• 14:29
  generation,
• 14:30
  which
• 14:30
  allows
• 14:30
  you
• 14:31
  to
• 14:31
  have
• 14:31
  more
• 14:31
  personalized
• 14:32
  and
• 14:32
  varied
• 14:33
  ad
• 14:33
  copy
• 14:35
  for
• 14:35
  consumers.
• 14:36
  So
• 14:36
  that's
• 14:36
  another
• 14:36
  area
• 14:36
  that
• 14:37
  I
• 14:37
  would
• 14:37
  definitely
• 14:37
  be
• 14:37
  leaning
• 14:37
  into
• 14:38
  and
• 14:38
  tends
• 14:38
  to
• 14:38
  be
• 14:39
  the
• 14:39
  first
• 14:39
  place
• 14:39
  that
• 14:40
  people
• 14:40
  start
• 14:40
  because
• 14:40
  it's
• 14:41
  a
• 14:41
  little
• 14:41
  less.
• 14:41
  Yeah.
• 14:42
  Connected
• 14:43
  to
• 14:43
  kind
• 14:43
  of
• 14:43
  the
• 14:43
  brand,
• 14:44
  you
• 14:44
  know,
• 14:44
  like
• 14:45
  creative
• 14:45
  would
• 14:45
  be.
• 14:46
  Right,
• 14:46
  right.
• 14:46
  Are
• 14:47
  you
• 14:47
  seeing
• 14:47
  a
• 14:47
  lot
• 14:47
  of
• 14:47
  brands
• 14:48
  that
• 14:48
  you
• 14:48
  work
• 14:48
  with
• 14:49
  look
• 14:49
  to
• 14:50
  partners
• 14:51
  like
• 14:51
  Meta
• 14:52
  to
• 14:52
  help
• 14:53
  with
• 14:53
  some
• 14:53
  of
• 14:53
  that,
• 14:54
  you
• 14:54
  know,
• 14:54
  dynamic
• 14:55
  background
• 14:55
  generation,
• 14:56
  dynamic
• 14:57
  text
• 14:57
  based
• 14:58
  on
• 14:58
  the
• 14:58
  targeting
• 14:59
  information
• 14:59
  that
• 14:59
  they're
• 14:59
  getting
• 15:00
  from
• 15:01
  you
• 15:01
  or
• 15:02
  their
• 15:02
  ideal
• 15:02
  consumers?
• 15:03
  Or
• 15:03
  are
• 15:04
  a
• 15:04
  lot
• 15:04
  of
• 15:04
  them
• 15:04
  starting
• 15:05
  to
• 15:05
  experiment
• 15:05
  on
• 15:06
  their
• 15:06
  own?
• 15:06
  Like
• 15:07
  what
• 15:07
  are
• 15:07
  you
• 15:07
  seeing,
• 15:07
  especially
• 15:08
  in
• 15:08
  the
• 15:08
  luxury
• 15:09
  category?
• 15:09
  Because
• 15:09
  I
• 15:09
  know
• 15:10
  that
• 15:10
  that
• 15:10
  relationship
• 15:11
  with
• 15:11
  consumers
• 15:12
  is
• 15:12
  so
• 15:12
  important
• 15:13
  there
• 15:13
  versus
• 15:13
  like
• 15:14
  a
• 15:14
  mass
• 15:14
  retailer
• 15:15
  that's
• 15:15
  just
• 15:15
  like,
• 15:15
  just
• 15:15
  give
• 15:16
  me
• 15:16
  a
• 15:17
  southern
• 15:17
  version
• 15:17
  and
• 15:18
  a
• 15:18
  northern
• 15:18
  version
• 15:18
  or
• 15:19
  something
• 15:19
  like
• 15:19
  that.
• 15:20
  Yeah,
• 15:20
  no,
• 15:20
  that's
• 15:20
  exactly
• 15:21
  right.
• 15:21
  Such
• 15:21
  a
• 15:21
  thoughtful
• 15:21
  question.
• 15:23
  Very,
• 15:23
  very,
• 15:23
  very
• 15:24
  much
• 15:24
  hand
• 15:24
  in
• 15:25
  hand
• 15:25
  with
• 15:25
  them
• 15:26
  and
• 15:26
  really
• 15:26
  guiding
• 15:27
  together
• 15:28
  what
• 15:28
  makes
• 15:28
  sense
• 15:28
  for
• 15:28
  your
• 15:28
  brand.
• 15:29
  So
• 15:29
  we're
• 15:29
  not
• 15:29
  trying
• 15:29
  to
• 15:30
  push
• 15:30
  them
• 15:30
  into
• 15:30
  something
• 15:31
  that,
• 15:31
  you
• 15:31
  know,
• 15:31
  the
• 15:31
  organization
• 15:32
  hasn't,
• 15:33
  more
• 15:33
  broadly
• 15:33
  kind
• 15:33
  of
• 15:34
  developed
• 15:34
  a
• 15:34
  firmer
• 15:35
  point
• 15:35
  of
• 15:35
  view
• 15:35
  on.
• 15:35
  So
• 15:36
  a
• 15:36
  lot
• 15:36
  of
• 15:36
  our
• 15:36
  conversations
• 15:36
  are
• 15:37
  actually
• 15:37
  sitting.
• 15:37
  They
• 15:38
  don't
• 15:38
  start
• 15:38
  with
• 15:38
  Meta.
• 15:39
  It
• 15:39
  actually
• 15:39
  starts
• 15:39
  at
• 15:40
  a
• 15:40
  more
• 15:40
  kind
• 15:40
  of
• 15:40
  enterprise
• 15:41
  level.
• 15:41
  And
• 15:41
  how
• 15:41
  are
• 15:41
  you
• 15:42
  thinking
• 15:42
  about
• 15:42
  Genai
• 15:43
  more
• 15:43
  broadly?
• 15:43
  Got
• 15:43
  it.
• 15:44
  And
• 15:44
  then
• 15:44
  how
• 15:44
  do
• 15:44
  we
• 15:44
  enter
• 15:44
  into
• 15:45
  that
• 15:45
  in
• 15:45
  a
• 15:45
  way
• 15:45
  that
• 15:45
  makes
• 15:46
  sense
• 15:46
  for
• 15:46
  your
• 15:46
  business?
• 15:46
  Like
• 15:46
  I
• 15:47
  mentioned,
• 15:47
  you
• 15:47
  know,
• 15:48
  text
• 15:48
  generation
• 15:48
  would
• 15:48
  probably
• 15:49
  be
• 15:49
  the
• 15:49
  first
• 15:49
  place
• 15:50
  where
• 15:50
  you
• 15:50
  can
• 15:50
  dip
• 15:50
  your
• 15:50
  toe
• 15:50
  in
• 15:51
  the
• 15:51
  water.
• 15:51
  You
• 15:51
  have
• 15:51
  an
• 15:51
  ability
• 15:52
  still
• 15:52
  to,
• 15:53
  you
• 15:53
  know,
• 15:53
  approve
• 15:53
  any
• 15:54
  of
• 15:54
  the
• 15:54
  ad
• 15:54
  copy
• 15:54
  that
• 15:55
  would
• 15:55
  be
• 15:55
  going
• 15:55
  out
• 15:55
  that's
• 15:56
  generated
• 15:56
  by
• 15:56
  this.
• 15:56
  But
• 15:56
  you're
• 15:57
  getting
• 15:57
  a
• 15:57
  little
• 15:57
  bit
• 15:57
  more
• 15:58
  of
• 15:58
  that
• 15:58
  muscle
• 15:59
  exercise
• 16:00
  in
• 16:00
  a
• 16:00
  way
• 16:00
  that
• 16:00
  feels
• 16:00
  comfortable,
• 16:01
  makes
• 16:01
  it
• 16:02
  faster.
• 16:02
  Right.
• 16:02
  And
• 16:02
  then
• 16:03
  you
• 16:03
  can
• 16:03
  improve
• 16:03
  it
• 16:03
  Faster
• 16:04
  too.
• 16:04
  Yeah,
• 16:04
  that's
• 16:05
  always
• 16:05
  why
• 16:05
  we
• 16:05
  see
• 16:05
  the
• 16:06
  starting
• 16:06
  point
• 16:06
  there.
• 16:06
  Okay,
• 16:07
  let's
• 16:07
  get
• 16:07
  you
• 16:08
  out
• 16:08
  of
• 16:08
  here
• 16:08
  on
• 16:08
  this
• 16:08
  then.
• 16:09
  You
• 16:10
  already
• 16:10
  mentioned
• 16:10
  that
• 16:10
  you
• 16:10
  think
• 16:10
  you'd
• 16:11
  advise
• 16:11
  the
• 16:12
  retailers
• 16:12
  that
• 16:12
  are
• 16:12
  working
• 16:13
  with
• 16:13
  you,
• 16:13
  they
• 16:13
  want
• 16:13
  to
• 16:13
  take
• 16:13
  advantage
• 16:13
  of
• 16:14
  the
• 16:14
  platform
• 16:14
  to
• 16:14
  really
• 16:14
  think
• 16:14
  about
• 16:15
  their
• 16:15
  Org
• 16:16
  structures,
• 16:16
  their
• 16:16
  budgeting.
• 16:17
  Is
• 16:17
  there
• 16:17
  anything
• 16:18
  else
• 16:18
  they
• 16:18
  should
• 16:18
  be
• 16:19
  investing
• 16:19
  in
• 16:19
  from
• 16:20
  a
• 16:20
  capability
• 16:20
  standpoint
• 16:21
  right
• 16:21
  now
• 16:22
  to
• 16:22
  harness
• 16:23
  not
• 16:24
  just
• 16:24
  even
• 16:24
  what
• 16:24
  you're
• 16:25
  doing
• 16:25
  here
• 16:25
  at
• 16:25
  Meta
• 16:25
  and
• 16:25
  the
• 16:26
  platform,
• 16:26
  but
• 16:26
  where
• 16:26
  the
• 16:26
  future
• 16:27
  of
• 16:27
  social
• 16:27
  commerce
• 16:28
  is
• 16:28
  going?
• 16:28
  Yeah,
• 16:29
  I
• 16:29
  love
• 16:29
  that.
• 16:30
  I
• 16:31
  think
• 16:31
  I
• 16:31
  would
• 16:31
  think
• 16:31
  about
• 16:32
  three
• 16:33
  different
• 16:33
  areas.
• 16:34
  So
• 16:34
  first,
• 16:34
  creative,
• 16:35
  we
• 16:35
  were
• 16:35
  just
• 16:35
  touching
• 16:36
  on
• 16:36
  this.
• 16:37
  This
• 16:37
  is
• 16:37
  the
• 16:37
  through
• 16:37
  line
• 16:38
  in
• 16:38
  everything
• 16:38
  that
• 16:39
  we're
• 16:39
  doing.
• 16:39
  So
• 16:39
  you
• 16:39
  can
• 16:40
  have
• 16:40
  the
• 16:40
  best
• 16:41
  kind
• 16:41
  of
• 16:42
  setup
• 16:42
  from
• 16:42
  a
• 16:43
  campaign
• 16:43
  strategy
• 16:44
  possible
• 16:45
  in
• 16:45
  our
• 16:45
  system.
• 16:45
  But
• 16:46
  if
• 16:46
  you
• 16:46
  don't
• 16:46
  have
• 16:46
  compelling
• 16:47
  creative
• 16:47
  that
• 16:48
  is
• 16:48
  adapting
• 16:48
  and
• 16:48
  responding
• 16:49
  to
• 16:49
  kind
• 16:50
  of
• 16:50
  the
• 16:50
  needs
• 16:50
  of
• 16:50
  your
• 16:50
  customers,
• 16:51
  it's
• 16:51
  going
• 16:52
  to
• 16:52
  fall
• 16:52
  flat
• 16:52
  and
• 16:52
  it
• 16:52
  won't
• 16:52
  matter.
• 16:53
  So
• 16:53
  whether
• 16:53
  that's
• 16:54
  leaning
• 16:54
  into
• 16:54
  some
• 16:55
  of
• 16:55
  these
• 16:55
  gen
• 16:55
  AI
• 16:55
  capabilities
• 16:56
  or
• 16:56
  if
• 16:57
  it's
• 16:57
  thinking
• 16:57
  through
• 16:58
  a
• 16:58
  creator
• 16:58
  strategy
• 16:59
  that's
• 16:59
  a
• 17:00
  Shop
• 17:00
  With
• 17:00
  Me
• 17:00
  campaign
• 17:01
  to
• 17:01
  use
• 17:02
  as
• 17:02
  asset
• 17:02
  in
• 17:03
  your
• 17:03
  Omnichannel
• 17:03
  ads
• 17:04
  campaign,
• 17:04
  I'd
• 17:05
  really
• 17:05
  be
• 17:05
  thinking
• 17:05
  about
• 17:06
  creative
• 17:07
  first
• 17:07
  and
• 17:07
  foremost.
• 17:07
  Okay,
• 17:07
  okay,
• 17:08
  that's
• 17:08
  interesting.
• 17:08
  Okay,
• 17:09
  I
• 17:09
  didn't
• 17:09
  expect
• 17:09
  you
• 17:10
  to
• 17:10
  say
• 17:10
  that.
• 17:10
  Okay,
• 17:10
  interesting.
• 17:11
  So
• 17:11
  number
• 17:12
  two,
• 17:12
  I
• 17:12
  would,
• 17:12
  I
• 17:12
  would
• 17:12
  definitely
• 17:13
  be
• 17:13
  leaning
• 17:13
  into
• 17:14
  AI.
• 17:14
  So
• 17:14
  for
• 17:14
  us,
• 17:15
  that's
• 17:15
  our,
• 17:15
  you
• 17:15
  know,
• 17:15
  Advantage
• 17:16
  plus,
• 17:17
  you
• 17:17
  know,
• 17:18
  suite
• 17:18
  of
• 17:18
  products
• 17:19
  that
• 17:19
  I
• 17:19
  was
• 17:19
  just
• 17:19
  mentioning
• 17:19
  where
• 17:20
  I
• 17:20
  think
• 17:20
  that
• 17:20
  is
• 17:20
  our
• 17:21
  tried
• 17:21
  and
• 17:21
  true,
• 17:21
  you
• 17:21
  know,
• 17:21
  all
• 17:22
  advertisers
• 17:22
  right
• 17:22
  now
• 17:22
  are
• 17:23
  thinking
• 17:23
  about
• 17:23
  what's
• 17:24
  low
• 17:25
  cost,
• 17:25
  low
• 17:25
  risk
• 17:26
  and
• 17:26
  high
• 17:27
  headroom.
• 17:28
  Where
• 17:28
  is
• 17:28
  their
• 17:28
  opportunity
• 17:29
  to
• 17:29
  really
• 17:29
  scale
• 17:29
  and
• 17:30
  that's
• 17:30
  like
• 17:30
  really
• 17:30
  going
• 17:30
  to
• 17:30
  be
• 17:31
  the
• 17:31
  number
• 17:31
  one
• 17:32
  place
• 17:32
  that
• 17:32
  advertisers
• 17:33
  are
• 17:33
  start.
• 17:33
  But
• 17:33
  I
• 17:34
  imagine
• 17:34
  that
• 17:34
  most
• 17:34
  of
• 17:35
  your
• 17:35
  partners
• 17:35
  and
• 17:35
  listeners
• 17:36
  are
• 17:36
  actually
• 17:36
  already
• 17:37
  leaned
• 17:37
  in
• 17:37
  there
• 17:37
  with
• 17:38
  us.
• 17:38
  And
• 17:39
  that's
• 17:39
  where
• 17:39
  I
• 17:39
  would
• 17:39
  say,
• 17:39
  okay,
• 17:40
  so
• 17:40
  then
• 17:40
  how
• 17:41
  are
• 17:41
  you
• 17:41
  carving
• 17:41
  out
• 17:41
  a
• 17:41
  portion
• 17:42
  of
• 17:42
  your
• 17:42
  budget
• 17:43
  to
• 17:43
  be
• 17:43
  thinking
• 17:43
  about
• 17:43
  the
• 17:44
  green
• 17:44
  shoots
• 17:45
  and
• 17:46
  thinking
• 17:46
  about
• 17:46
  green
• 17:47
  shoots
• 17:47
  and
• 17:47
  innovation
• 17:48
  in
• 17:48
  a
• 17:48
  way
• 17:48
  that
• 17:48
  allows
• 17:49
  you
• 17:49
  to
• 17:49
  lean
• 17:49
  into
• 17:50
  your
• 17:50
  competitive
• 17:51
  advantage,
• 17:52
  especially
• 17:52
  ahead
• 17:52
  of
• 17:52
  the
• 17:52
  holiday.
• 17:53
  So
• 17:53
  where
• 17:53
  can
• 17:53
  we
• 17:53
  get
• 17:54
  learnings
• 17:54
  quick
• 17:55
  to
• 17:55
  be
• 17:55
  able
• 17:55
  to
• 17:56
  inform
• 17:56
  our
• 17:56
  holiday
• 17:57
  strategies?
• 17:57
  And
• 17:57
  this
• 17:58
  again
• 17:58
  is
• 17:58
  where
• 17:58
  I
• 17:58
  would
• 17:59
  really
• 17:59
  be
• 17:59
  thinking
• 17:59
  about
• 17:59
  our
• 18:00
  omnichannel
• 18:00
  ad
• 18:01
  solution.
• 18:02
  I
• 18:02
  think
• 18:02
  we've
• 18:03
  built
• 18:03
  and
• 18:03
  are
• 18:04
  known
• 18:04
  for
• 18:05
  Discovery
• 18:05
  Commerce
• 18:06
  engine
• 18:06
  for
• 18:07
  E
• 18:07
  commerce.
• 18:08
  That's
• 18:08
  so
• 18:08
  much
• 18:09
  of
• 18:09
  what
• 18:09
  we've
• 18:09
  built
• 18:09
  our
• 18:10
  business
• 18:10
  on.
• 18:11
  Now
• 18:11
  think
• 18:11
  about
• 18:11
  being
• 18:12
  able
• 18:12
  to
• 18:12
  do
• 18:12
  that
• 18:13
  in
• 18:13
  the
• 18:13
  channel,
• 18:14
  to
• 18:14
  include
• 18:14
  the
• 18:15
  channel
• 18:15
  where
• 18:15
  the
• 18:16
  majority
• 18:16
  of
• 18:16
  purchases
• 18:17
  are
• 18:17
  stopped.
• 18:18
  That
• 18:18
  could
• 18:19
  Be
• 18:19
  a
• 18:19
  complete
• 18:19
  game
• 18:19
  changer
• 18:20
  for
• 18:20
  advertisers
• 18:21
  and
• 18:21
  partners,
• 18:22
  you
• 18:22
  know,
• 18:22
  can
• 18:22
  get
• 18:22
  that
• 18:22
  to
• 18:22
  work
• 18:23
  for
• 18:23
  their
• 18:23
  business.
• 18:23
  Wow,
• 18:24
  man,
• 18:24
  you
• 18:24
  just
• 18:24
  flipped
• 18:24
  the
• 18:24
  script
• 18:25
  on
• 18:25
  me.
• 18:25
  Like,
• 18:25
  I'm
• 18:26
  still
• 18:26
  getting
• 18:26
  my
• 18:26
  head
• 18:27
  around
• 18:27
  the
• 18:27
  first
• 18:27
  one,
• 18:27
  like,
• 18:27
  so.
• 18:28
  Yeah,
• 18:28
  you're
• 18:28
  basically
• 18:28
  saying,
• 18:28
  like,
• 18:29
  even
• 18:29
  though
• 18:29
  we're
• 18:29
  in
• 18:29
  the
• 18:29
  age
• 18:30
  of
• 18:30
  generative
• 18:30
  AI,
• 18:31
  the
• 18:31
  emphasis
• 18:32
  on
• 18:32
  creative
• 18:33
  is
• 18:33
  still
• 18:33
  paramount
• 18:34
  and
• 18:35
  you've
• 18:35
  got
• 18:35
  to
• 18:35
  get
• 18:35
  creative.
• 18:36
  Right.
• 18:36
  You
• 18:37
  have
• 18:37
  to
• 18:37
  get
• 18:37
  creative.
• 18:37
  Right.
• 18:38
  I
• 18:38
  think
• 18:38
  gen
• 18:39
  offers
• 18:40
  new
• 18:40
  tools
• 18:40
  and
• 18:40
  capabilities
• 18:41
  to
• 18:41
  help
• 18:41
  you
• 18:41
  think
• 18:42
  about
• 18:42
  creative.
• 18:42
  In
• 18:42
  a
• 18:42
  different
• 18:43
  way
• 18:43
  again.
• 18:43
  Yeah.
• 18:44
  Right.
• 18:44
  But
• 18:44
  the
• 18:45
  role
• 18:45
  of
• 18:46
  a
• 18:46
  creative
• 18:46
  in
• 18:47
  this
• 18:47
  is
• 18:47
  never
• 18:48
  been
• 18:48
  more
• 18:48
  important.
• 18:49
  Right?
• 18:49
  Yeah.
• 18:50
  Gotta
• 18:50
  feel
• 18:50
  authentic
• 18:50
  too.
• 18:51
  That's
• 18:51
  the
• 18:51
  other
• 18:51
  part
• 18:51
  that
• 18:51
  you.
• 18:52
  And
• 18:52
  when
• 18:52
  you
• 18:52
  need
• 18:52
  to
• 18:53
  urge
• 18:53
  people
• 18:54
  to
• 18:54
  spend.
• 18:54
  Right
• 18:55
  now.
• 18:55
  That's
• 18:56
  exactly
• 18:56
  right.
• 18:56
  Need
• 18:57
  people
• 18:57
  to
• 18:57
  start
• 18:57
  shopping
• 18:58
  again.
• 18:58
  That
• 18:59
  creative
• 18:59
  is
• 19:00
  so
• 19:00
  important
• 19:00
  to
• 19:01
  drive
• 19:01
  people
• 19:02
  or
• 19:02
  convert
• 19:02
  them
• 19:03
  when
• 19:03
  they're
• 19:04
  being
• 19:04
  very
• 19:04
  careful
• 19:05
  about
• 19:05
  when
• 19:05
  they
• 19:06
  are
• 19:06
  choosing
• 19:06
  to
• 19:06
  hit
• 19:07
  buy
• 19:07
  and
• 19:07
  when
• 19:07
  they're
• 19:08
  just
• 19:08
  filling
• 19:08
  their
• 19:08
  carts
• 19:09
  full
• 19:09
  of.
• 19:09
  Full
• 19:09
  of
• 19:10
  dream
• 19:10
  items.
• 19:11
  Exactly.
• 19:12
  Great.
• 19:13
  Jp,
• 19:13
  thank
• 19:13
  you
• 19:14
  so
• 19:14
  much
• 19:14
  for
• 19:14
  taking
• 19:14
  the
• 19:14
  time
• 19:15
  with
• 19:15
  us
• 19:15
  today
• 19:15
  today
• 19:16
  to
• 19:16
  break
• 19:16
  all
• 19:16
  of
• 19:16
  this
• 19:17
  down.
• 19:17
  Congrats
• 19:18
  on
• 19:18
  the
• 19:18
  big
• 19:18
  announcements
• 19:19
  from
• 19:20
  you
• 19:20
  and
• 19:20
  the
• 19:20
  Meta
• 19:20
  team.
• 19:21
  Thanks
• 19:22
  for
• 19:22
  helping
• 19:23
  us
• 19:23
  bring
• 19:23
  everyone
• 19:24
  all
• 19:24
  of
• 19:24
  the
• 19:24
  coverage
• 19:25
  from
• 19:25
  the
• 19:25
  show
• 19:25
  today
• 19:26
  too,
• 19:26
  as
• 19:26
  well.
• 19:27
  If
• 19:27
  people
• 19:28
  are
• 19:28
  still
• 19:28
  at
• 19:28
  the
• 19:28
  show,
• 19:29
  they
• 19:29
  want
• 19:29
  to
• 19:29
  get
• 19:29
  in
• 19:29
  touch
• 19:30
  with
• 19:30
  you.
• 19:31
  Where's
• 19:31
  the
• 19:31
  best
• 19:32
  place
• 19:32
  for
• 19:32
  them
• 19:32
  to
• 19:32
  do
• 19:33
  that
• 19:33
  today
• 19:33
  and
• 19:33
  then
• 19:34
  after
• 19:34
  Shop
• 19:34
  Talk.
• 19:35
  Yeah,
• 19:35
  I
• 19:35
  love
• 19:35
  it.
• 19:35
  Well,
• 19:36
  first,
• 19:36
  thank
• 19:36
  you
• 19:36
  so
• 19:36
  much
• 19:36
  for
• 19:37
  the
• 19:37
  opportunity.
• 19:37
  This
• 19:37
  is
• 19:38
  a
• 19:38
  conversation
• 19:39
  people
• 19:39
  can
• 19:39
  reach
• 19:40
  out
• 19:40
  to
• 19:40
  me.
• 19:40
  My
• 19:40
  email
• 19:41
  is
• 19:41
  JP
• 19:41
  Chakazian.
• 19:43
  I
• 19:44
  think
• 19:44
  we'll
• 19:44
  include
• 19:44
  that
• 19:44
  into
• 19:45
  the
• 19:46
  notes.
• 19:46
  Absolutely,
• 19:47
  absolutely.
• 19:48
  Excellent.
• 19:48
  Well,
• 19:48
  thank
• 19:48
  you
• 19:49
  again
• 19:49
  so
• 19:49
  much
• 19:50
  to
• 19:50
  Meta
• 19:51
  for
• 19:51
  making
• 19:51
  all
• 19:52
  of
• 19:52
  today's
• 19:52
  coverage
• 19:53
  possible.
• 19:53
  And
• 19:54
  until
• 19:54
  our
• 19:55
  final
• 19:55
  interview
• 19:55
  of
• 19:56
  the.
• 19:56
  Day,
• 19:56
  be
• 19:57
  careful
• 19:57
  out
• 19:57
  there.