Meta, Yahoo, NBCUniversal, and Pinterest update shoppable ads

Arielle Feger, Insider Intelligence | eMarketer

shoppable media

Shoppable media is gaining momentum as brands look for ways to narrow the gap between discovery and purchase. Pinterest, NBCUniversal, Meta, and Yahoo all recently announced shoppable media updates.

1. Pinterest

Pinterest partnered with Amazon on shoppable ads that direct users to Amazon’s website to complete their purchase.

  • The innovations are part of Pinterest’s goal to make every pin on its platform shoppable.
  • Other shoppable features on Pinterest include collages, merchant catalogs, and search.

Pinterest is also exploring how AI can make the platform more shoppable, using the technology to connect “billions of interactions” from users to more relevant content.

Why we care: Pinterest’s shoppable ad revenue grew over 40% YoY, indicating a positive response to its initiatives, CEO Bill Ready said on the company’s Q1 earnings call. CFO Todd Morgenfeld took a cautious outlook for Q2 and beyond, saying the “ads market continues to be uncertain” amid a tough economy. This partnership may provide Pinterest the boost it needs to keep ad revenues climbing.

2. NBCUniversal

NBCUniversal introduced a new ad format for Peacock TV at NewFronts that enables viewers to buy products that appear on Peacock shows, per TechCrunch.

  • The capability, powered by KERV Interactive, uses an algorithm to identify shoppable products on the TV screen. A QR code appears next to the item, which viewers can scan and use to purchase the item on the Peacock app.
  • NBCUniversal viewers will soon be able to shop via TV remote.

This isn’t NBCUniversal’s first experiment with shoppable media. The company teamed up with Walmart last year on a holiday livestream shopping show where viewers could make purchases in real time.

Why we care: We forecast Peacock will generate $1.05 billion in ad revenues this year, lagging behind Hulu’s $4.15 billion. While we don’t think Peacock will catch up to Hulu any time soon, experimenting with shoppable media formats may help it close the gap.

3. Meta

Meta is updating its Shops ads to encourage consumers to buy directly from ads on Instagram and Facebook.

  • Meta is introducing Shop ads to thousands of new businesses, making it easier for US businesses to set up a Shop with in-app checkout.
  • The company will no longer support Shops without in-app checkout in several markets (though businesses can still use personalized ads and business messaging to reach customers).
  • Meta is also adding new tools to its Shops feature, including ratings and reviews, buyer email opt-in, and dynamic product pages.

All of these updates have been moved under Meta’s Advantage portfolio, which houses the company’s other automation tools that eliminate the manual steps of ad creation and provide marketers with 150 creative combinations at once.

Why we care: Meta is beginning to rebound after Apple’s AppTrackingTransparency framework weighed on its ad revenues over the past couple of years. In its Q1 earnings, the company said ecommerce advertisers in China were a big driver of advertising spending. While this Shops update only applies to US businesses, we’d expect Meta to make some updates to its China-based offerings.

4. Yahoo

Yahoo partnered with Pear Commerce to bring shoppable consumer packaged goods (CPG) ads to its demand-side advertising platform (DSP).

  • The Pear Connect offering enables shoppers to add products directly to a retailer’s commerce cart from a digital ad.
  • Marketers can customize which products they want displayed and which retailers they want to display them while also leveraging machine learning to optimize audience targeting.

This is the latest expansion of Yahoo’s retail ad offerings; it announced a partnership with Lowe’s One Roof Media Network last year.

Why we care: The future of retail media is tied directly to grocery and CPG categories, according to our analyst Andrew Lipsman. Yahoo is smart to align itself with a CPG-adjacent partner. Retail media ad revenues will reach $45.38 billion this year and continue to grow by double digits through 2027.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

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Devin Monds
Head of EMEA Sales

Devin is a dedicated and experienced media sales professional with over 15 years in the digital media space in both North America and EMEA. He most recently headed up the International Team at Adludio, the premier advertising platform for delivering strong creative on mobile devices. Prior to his role at Adludio, Devin worked on the Global Brand Partnerships team at CAA Sports in London, and was International Sales Director at LoopMe where he built out the US West Coast Sales Team from Los Angeles. With a proven track record of new business development and revenue generation, Devin has a multitude of solid relationships with brands and agencies, globally.

He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.






    Brad Quinn
    VP of Publisher Development

    Brad Quinn is the VP of Publisher Partnerships based out of our NYC office. He has over 15 years of experience across Agencies, Publishers and Tech. At KERV, Brad leads the Partnerships team focused on content providers and distributors. He integrates KERV’s tech capabilities across ads and content to create a real‑time interactive/shoppable experience.

    David Knight
    VP of Engineering

    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
    VP of Technical Ad Operations

    After spending time living in New York and working for NBC Universal’s first digital operations team Daniel moved to Austin in 2009 to further pursue ad tech. During the next decade, he built a career working on interactive video first for Sizmek and then Nexstar. He immediately jumped at the idea to work for KERV and was one of the first to join the company in 2017.

    Creed Pettit
    SVP, Head of Partnerships

    Creed Pettit is an entrepreneurial sales executive offering experience in all aspects of solutions selling, team management, negotiation, organizational leadership, go-to-market strategies and momentum driven models. Prior to joining KERV, Creed served as Media & Entertainment Vertical Sales Leader, Global Business Solutions at TikTok.

    Karen Germ
    VP of Marketing

    Karen Germ is a seasoned marketing and communications professional with a nearly 15‑year history serving in leadership roles across the advertising and technology landscape. Most recently, Karen served as OAAA’s VP of Marketing where she implemented industry leading initiatives to elevate and promote the power of OOH for advertisers, agencies, partners and consumers. 

    Ryan Schoenfeld
    VP of Digital Strategy

    Ryan Schoenfeld’s career started as an intern at a smaller digital media agency while attending the University of Texas. Since then, he has spent over 15 years working in the programmatic advertising/video space.

    Bill Roberson
    VP of Media

    Bill Roberson has worked in the digital space for over 17 years, spanning Media Buying, Ad Operations, Analytics and Optimization, Account Management and now Creative.

    Grant Gorton
    VP of Creative

    Grant has been with KERV as VP of Creative for over 5 years, and has worked as a designer and creative director at agencies and media companies for the last 17 years.

    Michael Fleischman
    CFO

    Michael Fleischman serves as the CFO at KERV Interactive in addition to being an Executive Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. Prior to KERV Interactive, Michael was the CFO and current Board Member at Digital Remedy, a privately-held media execution company supporting agencies, publishers, and brands in navigating the complex adtech landscape of digital success.

    Previous to Digital Remedy, Michael spent 20 years at Cablevision and Rainbow Media Holdings during which he was instrumental in the launch and management of multiple regional sports networks and a number of national cable networks including American Movie Classics, Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM. 

    A native of the New York City area, Michael resides with his wife where he enjoys biking, tennis  and spending time with his wife and three adult children.

    Taylor Pate
    CTO

    Taylor Pate serves as CTO at KERV Interactive. Taylor’s experiences in the advertising and creative industry spans 14. He began his career in 2008, working as a designer, animator and art director specializing in the design and production of interactive art. Early in his career, he created 3D character animations and tools for best-selling video game series The Sims while working at Edge of Reality, who developed video games for Nintendo 64, GameCube, PlayStation and Xbox.

    In 2012, Taylor made the shift to work in-house at an online advertising and media services agency, LIN Digital, where he was promoted multiple times in a four-year span. He worked on a variety of online, interactive projects for clients while also developing and automating internal tools and processes. Taylor then spent the next two years working as the director of engineering at multi-platform digital media company HYFN Local, a division of multi-billion-dollar corporation Nexstar Digital LLC.

    Jay Wolff
    CRO

    Jay Wolff serves as Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships, in addition to being the Executive Vice President of 212 NYC, New York’s leading organization for the digital advertising industry. 

    Jay’s expertise in revenue and partner growth in the advertising industry spans 19 years. Most recently, Jay served as CRO of Varick Media, and Chief Growth Officer at Boostr, the first end-to-end SaaS revenue management system for media companies. Previously, as Regional Vice President of SambaTV, Wolff built the revenue organization and east coast market from the ground up. 

    Prior to joining SambaTV, Wolff served as Vice President of agency and brand partnerships at PulsePoint; instrumental to the merger of ContextWeb and Datran Media.

    Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. He resides in Rye Brook, NY with his wife and daughter, Olivia. 

    Dan Bienenfeld
    President

    Before co‑founding KERV in 2017, Dan Bienfeld spent the previous 35 years founding six start‑ups in various verticals such as publishing, licensing, med‑tech and ad‑tech. Within these companies, he enjoyed two meaningful exits, which provided him with the ability to continue his passion as an entrepreneur. 

    Aside from bringing together ‘Rock Star Talent,’ his main focus has been raising over $50M, primarily for the startups identified above, as well as creating strategic partnerships. Currently he lives in Westlake Village, CA with his wife and two kids. In addition to his entrepreneurial journey, he also enjoys working out, traveling and an addiction to sushi.

    Gary Mittman
    CEO

    Gary Mittman brings more than 30 years of experience in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before starting KERV, he held numerous top‑ranking leadership roles, including Founder & President of Nami Media (which was acquired by Lin Media/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development, Direct Response at Western International Media (now Initiative Media).

    Gary also brings a decade of experience in the entertainment industry, including managing all booking for New York City’s premiere performance night club, The Ritz, as its Executive Manager and Booking Agent, Executive Producer of the MTV concert series ‘Live At The Ritz’, a Professional Manager at Chappell Music Publishing, and started out as an Assistant to legendary Clive Davis at Arista Records.

    Andi Fenster
    CPO

    Andi Fenster went into the profession of Human Resources 30 years ago, because she believed from a young age that the way you treat your employees is what you get out of them. Her goal as an HR professional has been to help create the type of work environments that inspire folks to want to come to work. She is also a Management/Leadership/Career Coach and her focus is optimizing humans focusing on the mind‑body connection. 

    “We, each, have tremendous potential and the abilities to level‑up if we choose to understand how to get the support we need to get us there. Helping talent thrive and helping them create success is my reason for doing what I do.”

    Marika Roque
    COO & Chief Innovation Officer

    Marika Roque is a top expert in digital media, data and organizational infrastructures recognized with over 15 years of professional leadership experience. Previous to KERV, Marika worked as the vice president of digital operations for Mass2, a division of multi-billion-dollar corporation Nexstar Digital LLC. Prior to Mass2, Marika served as vice president of digital media activation at LIN Digital.

    Marika has held senior-level positions for leading advertising agencies in the Austin, Texas area including Sizmek and GSD&M. She also spent years in Chicago working for FCB Global and Starcom MediaVest Group. While at Starcom, Marika was recognized for her involvement in the creation of the first agency-side programmatic pipelines and what the industry now refers to as an agency trading desk.

    Marika holds a Bachelor’s in Advertising from The University of Texas at Austin, which she achieved while also participating as a former D1 collegiate athlete.