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E-commerce advertising is skyrocketing in the pandemic. Meet 8 execs at Walmart, Amazon, CVS and more who are trying to turn retailers into big ad businesses.

E-commerce advertising is skyrocketing in the pandemic. Meet 8 execs at Walmart, Amazon, CVS and more who are trying to turn retailers into big ad businesses.

Left to right: Walmart Media Group's Rich Lehrfeld, Amazon's Colleen Aubrey, and Boxed's Edward Fong.
Walmart Media Group; Amazon; Boxed; Shayanne Gal/Business Insider




Advertising has been a bright spot during the pandemic for retailers as e-commerce shopping takes off.




Amazon has long been the biggest ad platform but Walmart, CVS, Rite Aid and others want to challenge its dominance by pitching advertisers things like more granular data and new audiences.




Business Insider assembled a list of eight people leading advertising at the retailers. They include Walmart Media Group's Rich Lehrfeld and Instacart's Seth Dallaire.




Visit Business Insider's homepage for more stories.


The advertising industry has taken a big hit from the pandemic, but e-commerce companies are reaping the benefits.With people shopping more from the safety of home, advertising on e-commerce platforms has boomed during the coronavirus. E-commerce advertising is expected to rise 39% to $17.4 billion in the US this year and represent 12% of digital ad spend, according to eMarketer. Amazon has long dominated e-commerce advertising but a number of companies like Walmart, Instacart, CVS, and Boxed are getting in on the action as retail's profit margins get thinner. They're pitching advertisers on data and audiences and rolling out new advertising platforms and features."Retail media is having a moment right now a?? COVID has shifted a ton of sales online, and online sales are less profitable than in-store sales," said Jason Goldberg, chief commerce strategy officer at Publicis. "Retailers have to do everything they can do to improve profitability."Business Insider identified eight executives ranging from Amazon Advertising's Colleen Aubrey to Kroger's Cara Pratt who are leading this trend. We compiled the list through our own reporting and by talking to sources in the industry. One notable company missing from the list is Target. Target's top advertising leader Kristi Argyilan is leaving the company's in-house advertising firm Roundel, and Target said it would fill the role through an external search.Below are the eight executives in alphabetical order by last name.

Colleen Aubrey, global VP of performance advertising, Amazon

E-commerce advertising is skyrocketing in the pandemic. Meet 8 execs at Walmart, Amazon, CVS and more who are trying to turn retailers into big ad businesses.

Colleen Aubrey, global VP of performance advertising
Amazon
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