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Moloco Commerce Media GrowthU
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Growing any ad business is an all-hands-on-deck effort. Whether you’re a scrappy team with limited headcount, or a Fortune 500 company with departments spanning continents, the challenges of structuring an effective ad operation are universal – and the stakes couldn't be higher.
Retail media already accounts for one-fifth (and growing) of global digital ad spend. With hundreds of commerce media networks live today, your team must be firing on all cylinders to win and grow ad budgets.
Essential to commerce media success are seven functional roles. As your platform is getting started, one person can wear multiple hats; for example, marketing or customer service might also own ad sales. But, no matter your approach or stage of maturity, you’ll want to make sure these bases are covered.
The Ad Business Owner directs the overall strategy and makes crucial decisions about processes and technology. This person owns the revenue responsibility for the CFO and other senior leadership, ensuring that the business is meeting its financial targets and has necessary funding and headcount.
The Ad Business Owner also acts as a coach by running quarterly strategy reviews, monthly steering committees, and weekly program standups. These regular check-ins ensure that all team members are aligned, progress is tracked, and any issues promptly addressed.
The Go-to-Market (GTM) Strategy role creates and delivers the commercial plan and ads business Objectives and Key Results (OKRs). By defining clear goals and metrics, and creating a robust Sales Operations (Sales Ops) motion, the GTM role ensures that all team members understand what success looks like in terms of the sales pipeline, revenue attainment, and customer expansion. This person also works closely with the product teams to offer guidance on which ad inventory to prioritize, and what new features to consider developing.
The Ad Sales team is on the front lines of revenue generation. These professionals handle all outbound sales, using a variety of pitching, emails, and events to get in front of advertisers and motivate potential clients to buy into the Ad platform’s unique value proposition.
Ad Sales is measured against advertiser sign-up metrics and new pipeline created. These specialists must have a deep understanding of the platform's capabilities, ad-tech market trends, and advertiser pain points. The team generally works closely with the existing Partner Manager or Merchandising teams that drive relationships on the core e-commerce side of the company.
The Customer Success (CS) role manages the entire lifecycle of the advertiser base, including onboarding, educational training, and collecting product feedback. Often, CS is the first point of contact in addressing advertiser questions, and their ability to resolve issues quickly and effectively is crucial in maintaining advertiser trust and loyalty.
The CS team plays a vital role in not only retaining advertisers, but also identifying the most promising up-sell and cross-sell opportunities. By maintaining a pulse on customer account health and maturity, the CS lead can suggest relevant solutions and additional services at opportune moments, driving further revenue growth for the Ad business.
The Product Owner is responsible for the technical backbone of the advertising platform. This role owns the ad format roadmap, and manages the actual ad spots and placements on the website or app that advertisers buy (i.e.,, the “inventory”). The Product Owner works closely with development teams to support various ad specifications, targeting options, and reporting capabilities. They also own relationships with tech vendors and external platforms, assembling a commerce media stack that can drive performance, scalability, and relevance for users.
The Marketing role owns the development of all branding assets and education of advertisers about the platform’s Ads offering. The collateral Marketing creates collateral could include landing webpage content, ad resource centers (with tactical guides or case studies), and ads training materials for in-person workshops. The Marketing team could also own relevant online learning portals. Marketing’s efforts help drive awareness of your Ads Platform, and establish your brand as a trusted marketing platform.
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