If you’re leading marketing for an ecommerce brand right now, you’re probably feeling the pace of change. Platforms are evolving, AI is showing up everywhere, and ad costs aren’t exactly going down.
Last week, I hosted a Lunch & Learn at LimeLight where I walked through the trends I’m tracking, the wins we’re seeing across clients, and where I believe paid media is heading next. I wanted to share the highlights here including what’s happening, and what I think ecommerce leaders should be doing right now to adapt, optimize, and grow.
The Paid Media Ecosystem Is Evolving—Fast
Our media mix today looks a lot different than it did even a year ago. Yes, Google and Meta are still major players (and still driving great performance), but they’re just part of the picture.
Here’s a snapshot of what we’re running right now:
- Google Ads: Still a top performer for ecommerce and D2C.
- Meta Ads: Advantage+ is helping us scale creative and drive efficient purchases.
- LinkedIn Ads: Underrated for B2B lead gen—especially with smart segmentation.
- Microsoft Ads: Efficient in certain verticals.
- Programmatic Advertising: We’re testing CTV, podcast ads, lifestyle placements—you name it.
For a deeper dive, read our latest paid media insights from inside LimeLight.
We’re also leaning into audience-first planning more than ever: mapping intent, behavior, and creative strategy to specific stages of the customer journey. If your media strategy doesn’t have a full-funnel plan behind it, you’re likely missing out on incremental wins.
My take: If your strategy is stuck on one or two channels, you’re probably leaving reach, revenue, and resilience on the table. Read our Guide to Paid Media to understand the fundamentals of a high-performing media mix.
AI Is Already Changing the Game
This isn’t future talk—it’s already here. Platforms are using AI to power everything from bid strategies to creative suggestions. And it’s making a real difference in how we manage and scale campaigns.
Here’s where I see the biggest impact:
- Audience Expansion: AI-based lookalikes are way more sophisticated now and they are based on behavior, not just demographics.
- Creative Generation: We’re using tools that auto-generate copy variations based on performance signals.
- Smart Reporting: AI tools are flagging anomalies and surfacing trends before we even log in.
I’ve started thinking of AI less like a trend and more like a co-pilot. It’s not about replacing what we do, but it’s about supercharging it. From predicting which ad hooks will resonate to proactively reallocating budget, the tools we’re using today are making our media smarter and more responsive.
Explore how AI is disrupting ecommerce—and what you should do about it to get a deeper look at how this technology is shaping strategy across the industry.
My advice: Start testing. Don’t wait until AI is table stakes to figure out how to use it to your advantage.
Programmatic Advertising Is Having a Moment
If you’ve been ignoring programmatic because it feels too “top of funnel” or complex, it might be time for another look. We’re seeing great results, especially when we pair it with other channels.
What’s working:
- Better CPMs than Meta on a lot of native and editorial placements.
- Access to new formats like connected TV (CTV), podcasts, and digital out-of-home (DOOH).
- Retargeting outside the walled gardens, with more lifestyle context.
Who it’s great for: Brands running awareness plays (think seasonal campaigns) or looking to build foot traffic (we’re testing DOOH with local campaigns right now).
Attribution and Visibility Still Need Work
This is one of the biggest pain points I see across accounts, especially for B2B or high-consideration products.
What’s challenging:
- Linking CRM data back to ad clicks is still clunky.
- Reporting across platforms feels fragmented.
- Manual reviews take time we don’t always have.
And with privacy updates continuing to roll out, traditional attribution models are losing accuracy. We’re leaning more into first-party data, post-purchase surveys, and modeled reporting to fill in the gaps. Learn how long it takes to see ROI on paid media and what factors influence the timeline.
My goal this year: Help clients build more end-to-end visibility, from ad click to customer conversion—especially in B2B funnels.
What’s Next for LimeLight Paid Media
Here’s where we’re going next with paid media at LimeLight:
- Scaling programmatic campaigns for more brands.
- Building a framework to test AI-generated ad copy at scale.
- Improving full-funnel visibility, especially in B2B and lead gen.
- Automating more of our campaign audits and alerts to save time, move faster, and yield more value to our clients.
Big picture: We’re not just buying ads. We’re engineering campaigns to perform with precision and purpose.
Final Thoughts:
If there’s one thing I hope our clients and other ecommerce leaders take away from this, it’s this: Paid media isn’t about chasing shiny objects. It’s about being intentional, staying agile, and building systems that scale.
This space is changing fast. But with the right strategy, the right tools, and the right partners, there’s a lot of opportunity to grow—even as competition tightens.
Growth doesn’t come from guessing. It comes from iteration, insight, and making small moves that add up to big outcomes over time. The brands that win in 2025 will be the ones willing to test, learn, and double down where it counts.
Want to talk strategy or explore a new direction for your media mix?
I’m always up for a conversation. Let’s make your media work harder and smarter. Reach out to us and ask for a free paid media consultation and I’m happy to share what I recommend for your brand.
