The Ad Project, Powered by Podean

Your Guide to Retail Media and Amazon Advertising

Author: Ad Advance

The Ad Project is your ultimate guide to conquering the world of digital advertising and retail media. While we specialize in unravelling the complexities of Amazon advertising, we explore the entire retail media landscape, providing you with comprehensive insights that empower you to excel in the rapidly evolving e-commerce industry. Our expert guests bring a wealth of knowledge to the table, ensuring you're equipped with the latest strategies and tactics to thrive in the highly competitive digital marketing space. What sets us apart is our holistic approach, offering a deep dive into Amazon advertising while also exploring the broader retail media ecosystem and offering practical, actionable advice that you can implement immediately to improve your strategy. Whether you're a seasoned advertiser or just getting started, The Ad Project is your trusted resource for staying ahead of the game, driving results, and achieving success across multiple platforms.
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Expanding the Map: Amerge Joins the Podean Family
Episode 180
Monday, 27 April, 2026

Joe Shelerud welcomes Will Fisher, CCO and co-founder of Amerge, fresh off the announcement that Amerge is joining Podean, the same group that acquired Ad Advance just weeks earlier. In this episode, Joe and Will pull back the curtain on what it really takes to build a world-class Amazon agency, and what joining a global group means for their teams, clients, and the future of retail media.Key Takeaways:The Amerge origin story — Three ex-Amazon employees (spread across London, Bratislava, and beyond) who saw a gap.Tech-first DNA — Both Amerge and Ad Advance independently built proprietary technology before scaling their agencies.Cracking international markets — How Amerge expanded from the EU into the US by finding local leaders with boots-on-the-ground expertise.Non-endemic advertising as a DSP differentiator — Why working with non-endemic brands pushed Amerge to develop some of the most sophisticated DSP setups in the industry.Culture as a deal-breaker — Will and Joe both share how cultural alignment outweighed deal structure in their decisions to join Podean.Podean's emerging global model — With Ad Advance (North America), Amerge (EU/UK), Commerce Canal (retail analytics), and now eight combined founders, what the group is building is something the industry hasn't seen before.Advice for agency founders — Understand your clients' gaps before you go looking for partners, and never underestimate the importance of values fit.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.