On a recent episode of the Programmatic Pulse podcast, Matt Newcomb, Managing Director of Kevel Ads, shared invaluable insights into the rapidly evolving retail media landscape, the future of ad tech, and the career strategies that have shaped his journey in the industry.
“Kevel is about solving ad problems using big machines,” Newcomb explained when describing Kevel’s mission. “We enable retailers and commerce players to use our infrastructure in whatever fashion they want to build their own ad programs, so that they control all aspects of that."
This emphasis on retailer control represents a shift in the retail media ecosystem. As Newcomb noted, “Once you’re starting to run tens of millions of dollars in advertising, you want to control it and understand exactly how that's all working."
Key takeaway: Transparency and control are what set modern retail media approaches apart from the legacy systems that previously dominated the market.
At its core, retail media’s value proposition lies in leveraging proprietary customer data to drive measurable business outcomes.
"Retail media is about using first-party data and closed-loop measurement in order to drive sales,” Newcomb said. “We have to demonstrate to a brand that if they spend money with you, they're driving sales."
This creates a mutually beneficial relationship, Newcomb added, since “you're balancing outcomes for advertisers with revenue and profit for the retailer."
Key takeaway: Retail media delivers mutual value by using first-party data to prove sales impact.
Looking ahead, Newcomb predicts a gradual convergence between retail media and the broader programmatic ecosystem.
"Retail media, to a greater or lesser extent, is going to be pulled a bit more into the programmatic ecosystem," he explained. "Brands and agencies can't start working with endless platforms — they want a unified view of what's going on."
This shift will help solve today’s fragmentation challenge, as the rapid rise of retailer-owned networks risks overwhelming advertisers with too many disconnected platforms.
Key takeaway: Programmatic integration will reduce fragmentation and give brands a unified way to engage with retail media.
Newcomb also shed light on how acquisition priorities are shifting across the ad tech industry.
"With the advent of AI in particular, the types of companies people are more interested in are starting to go towards newer businesses,” he noted.
This trend underscores the importance of monitoring emerging technology sectors when evaluating career opportunities or future investments.
Key takeaway: AI is reshaping M&A priorities, making emerging tech companies the hottest focus for investment and growth.
Beyond market insights, Newcomb offered practical career advice drawn from his experience across multiple companies and roles.
"If you want what others don't, you have to do what others won't," he reflected. "So much success is still built on your network — it's so underrated."
He highlighted three key pillars for professional growth:
Key takeaway: Lasting career success comes from building your network, putting in consistent effort, and doing what you can to excel in your current role.
Want to hear more from Matt Newcomb on the future of retail media, ad servers, and career growth in ad tech? Tune in to the full Programmatic Pulse episode, where he shares his journey from Azirin to Kevel, insights from both sides of the M&A table, and predictions for the future of digital advertising.
