In this episode
Todd Parsons, Chief Product Officer and President of Performance Media at Criteo, argues that the deepest problem in modern marketing isn’t fragmented media — it’s that fragmented organizations create a “fragmentation of truth.” Consumers move through a continuous, non-linear decision path, but marketing teams still plan budgets, activate media, and measure success in channel-specific silos, which wastes spend, over-saturates audiences, and hides real demand. Parsons and Greg Kihlström work through how AI is compressing the shopper journey into an open-ended conversation, why the reach of walled gardens comes with a narrow single-surface view, and why the real unlock is aligning every channel to one measurement source of truth rather than optimizing an org chart.
Key takeaways
- Companies keep optimizing for the org chart, not the customer. Real discovery-to-purchase journeys are continuous and can’t be well-managed by internal lanes and workflows built for a linear funnel.
- Organizational fragmentation creates a “fragmentation of truth.” The deeper problem isn’t fragmented media — it’s that disconnected planning, activation, and measurement produce a distorted view of what’s actually working.
- Siloed systems waste money in three ways: wasted spend, over-saturating the same audience with repetitive messages, and missing demand that never gets captured.
- The only honest north star is sales. Because performance media only gets paid on outcomes, the question that cuts through channel politics is: what’s the most effective path to selling more, and how do I measure it without being misled?
- AI is compressing the shopper journey into a conversation. Consumers increasingly ask open-ended questions (“how do I get healthier?”) instead of expressing product intent, which lets brands create demand in the flow rather than only intercept it.
- Every multi-turn AI conversation is a demand-creation opportunity. Voice-first, multi-turn interactions with assistants open an incremental universe for brands to be discovered meaningfully, not just via a paid impression.
- Walled gardens deliver reach but see only one surface. Google and Meta have enormous scale, but they can’t observe a shopper’s behavior across retailers, marketplaces, and the open web — leaving marketers blind between platforms.
- A common language across platforms is the win condition. Applying one measurement language across surfaces lets marketers trace an individual’s steps while still protecting privacy.
- Match the marketer’s own source of truth, don’t argue with ROAS. Criteo tunes its tech to whatever the customer already trusts — GA4, Adobe Analytics, a mixed-media model, or a tool like House — so platform metrics never have to be explained away.
- Discovery is becoming a performance layer. Parsons’ one-year prediction: conversational interfaces are where people now find things, and discovery will be measured and optimized as performance marketing.
Chapters
- 1:45 — The strategic disconnect: fluid journeys, siloed teams
- 2:31 — Season 8 intro and what Criteo Go does
- 3:36 — Todd’s role: the intersection of commerce data, AI, activation, and measurement
- 4:23 — The biggest risk: optimizing for the org chart
- 7:06 — How AI compresses the shopper journey from intent to conversation
- 11:09 — Walled gardens: enormous reach, one narrow interaction surface
- 14:10 — What a unified media strategy looks like in practice
- 16:22 — Balancing platform ROAS with incremental value
- 18:03 — The evolving role of the human marketer
- 22:07 — Discovery as a performance layer, and staying agile
Why fragmented orgs create a “fragmentation of truth”
Parsons’ central claim is that channel silos are a symptom, not the disease. The disease is organizational: when budgeting, activation, optimization, and measurement all live in disconnected systems, the company is optimizing for its own org chart instead of for how consumers actually behave. The result is waste — duplicated spend, audience over-saturation, and demand that’s never captured — and, more corrosively, a distorted internal picture of what’s driving growth.
How AI turns the shopper journey into a conversation
AI is doing more than optimizing channels; it’s changing the journey itself. Consumers increasingly arrive with open-ended questions rather than explicit product intent, which compresses the old buyer journey into a continuous, multi-turn conversation. Parsons frames this as an opening for brands to create demand in the flow of that conversation rather than merely responding to intent that already exists.
The limit of walled gardens: reach without the full picture
Google and Meta offer scale that’s hard to match, but each is effectively a single interaction surface. Neither can see a shopper researching on the open web, browsing a marketplace, or moving between retailers. That blind spot puts marketers at a disadvantage unless they can apply one consistent language across platforms — the mechanism Parsons says lets brands trace individual journeys while preserving privacy.
Why measurement, not channel control, is the real unlock
Criteo Go, the company’s first self-service product, deliberately removes channel-picking: it steers spend to wherever the best outcome is available. More sophisticated marketers can move upstream for control, but Parsons insists the truth always lands in measurement. Rather than defending platform-specific ROAS, Criteo aligns its optimization to whatever the marketer already treats as their source of truth — GA4, Adobe Analytics, a mixed-media model, or a third-party tool like House.
Where human marketers add value as AI absorbs the workflows
Parsons is cautious about declaring the human role settled. AI now handles rote orchestration — pulling audiences, forecasting, setting up cross-channel campaigns, running measurement — but marketers are still learning to trust those workflows enough to put real budget behind them. The durable human value, he argues, moves closer to brand and messaging strategy earlier in the journey, and to bringing paid and organic interactions together in the emerging conversational surface.
FAQ
What is the biggest risk of running marketing in channel silos? Optimizing for the org chart instead of the customer. Parsons argues silos create a “fragmentation of truth” that wastes spend, over-saturates audiences, and hides real demand behind a distorted view of performance.
How is AI changing the customer journey? It’s compressing the journey into a continuous, multi-turn conversation. Consumers ask open-ended questions rather than signaling product intent, which lets brands create demand in the moment rather than only intercept it.
What is Criteo Go? Criteo’s first self-service product. It works across display, web, video, social, and even ChatGPT, and automatically steers spend to where the best outcome is available rather than asking the marketer to choose channels.
How should marketers balance platform ROAS with incremental value? Align optimization to the marketer’s own source of truth — GA4, Adobe Analytics, a mixed-media model, or a tool like House — rather than defending each platform’s own metric, so no channel number has to be explained away.
What did Todd Parsons predict for the year ahead? That discovery will become a performance layer of marketing, with conversational interfaces emerging as the primary place people find products and a new surface to measure and optimize.
About Todd Parsons
Todd Parsons is Chief Product Officer and President of Performance Media at Criteo, where he leads the company’s global product and Performance Media organization. Since joining in 2020, he has been instrumental in transforming Criteo’s platform, advancing AI-powered solutions for predictive bidding, creative assembly, and merchandising, while scaling self-service activation across channels. In 2025, he assumed leadership of Performance Media to unify product, design, analytics, and go-to-market under a single vision for growth. With more than two decades of experience at the intersection of data and marketing, Todd has held leadership roles driving innovation across the industry. He previously served as Chief Product Officer at SocialCode, where he developed tools to activate and measure first-party audiences across platforms including Facebook, Amazon, and YouTube, and earlier helped establish OpenX as the first people-based programmatic marketplace. At Criteo, he continues to shape the future of commerce media, leveraging over a billion daily shopper interactions to deliver measurable outcomes for brands and retailers worldwide.
Todd Parsons on LinkedIn: https://www.linkedin.com/in/toddaparsons
Resources
Criteo website: www.criteo.com
This show is brought to you by Criteo.Their new self-service platform, Criteo GO, makes AI-powered advertising simpler and more accessible for brands looking to drive demand, acquire customers, and scale performance. By enabling cross-channelperformance across display, web, video, social, and even ChatGPT,Criteo GO helps brands reach shoppers with smarter advertising powered by real-time commerce signals. Learn more at Criteo.com
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Transcript
[00:01:45] Greg Kihlström: Hi, I’m Greg Kihlström, host of The Agile Brand, and here’s a question for you. Are the platforms you rely on most for growth also the biggest barriers to understanding it? Agility requires a clear view of the entire customer journey, not just the isolated moments within a single platform. This means brands need to adapt their strategies to operate effectively across the open internet, not just within its walled gardens. Today, we’re going to talk about a fundamental disconnect in modern marketing. While AI is enabling a consumer journey that is more fluid and dynamic than ever, marketers are still planning, executing, and measuring efforts in platform-specific silos. This siloed approach creates a distorted view of performance and limits a brand’s ability to drive real growth.
[00:02:31] Greg Kihlström: Welcome to Season 8 of The Agile Brand podcast. This season, we’re going all in on expert mode MarTech, AI, and customer experience, talking with the people and platforms behind the brands you know and love. Again, I’m your host, Greg Kihlström, and I help Fortune 1000 companies make sense of MarTech, AI, and marketing ops. Hit subscribe or follow to make sure you always get the latest episodes, and leave us a rating so others can find us as well. This show is brought to you by Criteo. Their new self-service platform, Criteo Go, makes AI-powered advertising simpler and more accessible for brands looking to drive demand, acquire customers, and scale performance. By enabling cross-channel performance across display, web, video, social, and even ChatGPT, Criteo Go helps
[00:03:17] Greg Kihlström: brands reach shoppers with smarter advertising powered by real-time commerce signals. To help me discuss this topic, I’d like to welcome Todd Parsons, Chief Product Officer and President of Performance Media at Criteo. Todd, welcome to the show.
[00:03:33] Todd Parsons: Great to be here, Greg. Thank you for having me.
[00:03:36] Greg Kihlström: Yeah, looking forward to diving in here. Before we do, though, why don’t you give a little background on yourself and your role at Criteo?
[00:03:42] Todd Parsons: Okay, great. Thank you, uh, again. So I lead product and performance media, as you said, at Criteo, um. And my job is pretty simple. In the end, it’s to connect the different pieces that marketers increasingly need to (laughs) but often find in separate places. So whether it’s their commerce data, um, AI, media activation, measurement, the workflows that they use, Criteo sort of sits at the intersection of all of those things for brands and retailers and publishers. And, um, you know, we are putting those things together and making it a lot easier for turning this fragmented mess of commerce signals and channels into measurable growth.
[00:04:23] Greg Kihlström: Yeah, love it. So yeah, let’s, let’s dive in here, and we’re gonna talk about a few things here, but I wanna, I wanna start with what I teed up in the intro and just this, this strategic disconnect, because as we know, consumers do not follow a, a linear path to purchase, um, much as we sometimes maybe wish they did, and, you know, the, the old-school marketing funnel charts and everything show it that way. But marketing teams are still structured in that channel-specific silo and, and, and in that linear path, even. So from your perspective, what are the most significant risks for brands that fail to bridge this gap between actual customer behavior and how internal operations
[00:05:08] Greg Kihlström: is structured?
[00:05:10] Todd Parsons: Well, there’s a lot in that, uh, in that question, but I think the point that you make is, is something that’s really true, that the, the risk, first of all, for any company is that it keeps optimizing for an org chart, and so the way that, you know, we all, um, as consumers are, are acting and the journeys that we take, um, as we’re, you know, looking to discover something new or we’re considering one product over the other, we’re looking for the best place to buy it or who to be loyal to, um, those things, you know, can’t be well-managed by an org chart, um, or a workflow. And so, you know, look, uh, all of this stuff are … it sort of sits as separate lanes in the old marketing mix, and
[00:05:56] Todd Parsons: they’re currently really a more continuous decision path. So, um. Because of the fact that marketing teams are still set up to plan their budgets and measure success, you know, optimize their performance and doing all of this stuff in disconnected systems, it’s just creating a ton of waste. Um, the risk is that you’re wasting your spend, you’re, you know, over-saturating a certain audience with messages that gets annoying to any of us. Um, you might have, uh, you know, uh, missed demand opportunities if you move it to the upside. So, like, the deeper tissue of this is not just fragmentation of media, it’s really the organization creates fragmentation of truth. In our world, you know, we don’t get paid unless we’re
[00:06:41] Todd Parsons: driving outcomes and outcomes are most often sales, uh, for our companies, our clients. Um, and we think that way. So that’s, it’s really easy to see beyond an org chart, uh, or beyond a workflow, beyond channel fragmentation and say, “Look, if the truth is I’ve got to sell more product to grow my company, what’s the most effective path to that and how do I measure it so that I’m not being misled?”
[00:07:06] Greg Kihlström: Yeah. And then, you know, we’ve got AI certainly, you know, being introduced in, in many ways, but it’s, it’s often discussed as a tool for channel optimization because I think for reasons, (laughs) we, we just kinda touched on, a lot of teams are still thinking in terms of, of channels and, and optimizing for their channel, you know, specifically. But you’ve noted that it’s also fundamentally changing the customer journey itself. So, you know, how should a CMO be thinking about the broader and, and more strategic impact of AI on things like acquisition and retention beyond just automating and optimizing a, a single campaign or channel?
[00:07:50] Todd Parsons: Yeah. That’s a good one, too. I mean, there are two things, uh, that you touched on there, Greg. I mean, one is that, um, you know, the, that, the, the shift in behavior and how consumers discover, discover things with, with AI in particular is sort of compressing the, the buyer journey or the shopper journey, as we like to call it-
[00:08:12] Todd Parsons: … um, into that very kind of continuous thing. So, you know, it’s, there’s, there’s not always a situation where a consumer is showing up with expressing intent about a p- a product, as we would have liked to call it for years in marketing. They are asking open-ended questions, um, about how to get healthier, um, or how to, you know, avoid allergies in their apartment. And there are great opportunities to help them discover solutions and products in that flow, but marketers aren’t generally set up for that, right? They’re not set up to actually create intent. They’re usually set up to respond to it. And most products are doing the same thing. So, um, we’ve been tilting ourselves,
[00:08:58] Todd Parsons: um, towards being able to unlock outcomes in that new interaction, which is really a conversation. I mean, you think about how you work with whatever your preferred agent or, you know, AI assistant is. And I’m talking to mine more than I’m typing anymore. And it’s a multi-turn thing that reveals a new answer each time, right? Sometimes I’m happy, sometimes I’m not. Uh, but each one of those things is an opportunity for a brand to create demand, not just intercept something that I would have said about a specific product. And it’s really opening up this massive universe of incremental opportunity for them to, you know, construct or shape the way that each of those multi-turn conversations is an opportunity to introduce themselves
[00:09:43] Todd Parsons: or to, you know, uh, uh, help a brand, uh, a product be discovered rather, uh, in a way that’s more meaningful to a, a consumer than, you know, a paid ad might have struggled with in the past. So it’s a very, very cool new thing that’s happening for the whole space.
[00:11:09] Greg Kihlström: Another, let’s call it another challenge for getting that holistic view of, of the customer journey is the, the walled gardens are still, you know, very much, um, a, a thing. So, you know, large platforms like Google and Meta, they certainly offer reach, so, you know, immense reach, but… They’re optimizing performance within their own ecosystems. That’s kinda… You know, they’re, they’re doing what they were built to do and, you know, while, while still offering reach to, to consumers. But how does this walled garden approach limit a marketer’s ability to understand that holistic journey and really fulfill that, uh, that cross-channel strategy and, and be able to make effective cross-channel investment decisions?
[00:12:33] Todd Parsons: Well, okay. So first of all, I just go back to the consumer. Um, like I, I spend a, a reasonably large amount of time in, uh, in different platforms. I’m more of a TikTok guy than I’m a Instagram person, so, um, but that’s a good example. Um, and I… Of course, I’m using Google for a whole lot of different things. But those systems are relatively closed to… Um, in terms of their ability to see my interactions with all the retailers that I might go to, or a marketplace that I might visit, or a place on the open web where I’m researching a product. So the… You know, while the scale is definitely there and there’s incredible advantage to the data that someone like Google or Meta can operate,
[00:13:19] Todd Parsons: there’s still really one interaction surface for the way that I act as a consumer, the way that we all act as consumers. And so that puts marketers at a bit of a disadvantage if they don’t have the benefit of, well, what’s Todd doing on these other surfaces?
[00:13:35] Todd Parsons: And how do I, you know, reach him in a moment of need that maybe wasn’t gonna be so obvious when he was using Google Maps or, or, um, you know, or, or searching for something, or he wasn’t in the feed looking at a Reel. Um, the magic of it is that it’s not one place where marketers are going to win in the future. If they are able to put one language across the platforms, which is exactly what we do, then it’s easier for them to trace the steps of every individual in a way that, you know, still protects their privacy and gives them what they need.
[00:14:10] Greg Kihlström: Yeah. A- and so, I, I guess, what, what does that look like in, in practice as far as, you know, given… A- a- and especially with some consumers, you know, they’re, they’re pretty dominant platforms. People are spending a lot of time on them. You know, what, what does a practical unified media, media strategy look like that connects these, these signals within these walled gardens to everything else that a large enterprise brand is, is gonna be tracking?
[00:14:39] Todd Parsons: Okay, all right. That’s great. We… Uh, uh, and this is a question that myself and, and, uh, our teams here at Criteo are asking all the time. Like, and it, it’s… The answer is it sort of depends on the type of marketer.
[00:14:53] Todd Parsons: Um, you know, we recently launched Criteo Go, uh, which is our first self-service product, and that’s, um, that is a product that is built to work across channels, um, and is super sophisticated with performance. Uh, but it’s not giving the marketer the control to choose which channels. It’s going to where the best outcome is available-
[00:15:16] Todd Parsons: … and doing the work for them. Um, more sophisticated marketers basically get the benefits of the same thing that Go offers in our product mix, um, if they go upstream, um, to, to, uh, uh, either our managed services products or, um, uh, or the like. And that gives, that affords them the control to choose which channels to maybe heavy up their, their focus on or maybe in- divest in, depending on their performance. And that whole thing comes back to measurement, just like with Criteo Go. Criteo Go is measurable outcomes, but with less control on where to steer them. Uh, the rest of our products really afford marketers control. But in the end, the truth is in the measurement
[00:16:01] Todd Parsons: of how well any one channel performs. So, you know, we are trying to reduce complexity without removing control for some of our more sophisticated customers, and we have a lot of them that are just like, “I just need the outcomes and I don’t have the time or the resources to be able to get to them.” And so Criteo Go is a better opportunity in that regard.
[00:16:22] Greg Kihlström: Yeah, yeah. And so how do you… How do you kind of balance the, the platform-specific metrics, like ROAS and other things, with that, that over- overarching story of, of incremental value? You know, what, what are… What should a marketing leader do to… You know, they’re, they’re all important. I mean, you need to know that your channels are, are performing, and yet you also do need to, to tell that overall story. You know, what’s, what’s the, what’s the best approach that, that a leader should do to, uh, you know, to balance the two?
[00:16:55] Todd Parsons: Uh, that’s such a great question. I mean, I think, um, it, it comes down to one simple thing, which is we’re always trying to optimize, um, every outcome that we create, um, towards the marketer’s, uh, preferred, uh, measurement system or their source of truth, we would call it. Um, and that varies depending on our customer types. Um, with Go, um, and with a lot of our medium-sized customers, it’s Google Analytics, GA4, um, or Adobe Analytics. Um, with some more sophisticated ones, it’s, uh, their mixed model or it’s, uh, you know, a third-party solution. Like, House is one that, um, I’m really fond of that gets used for experimentation and measurement.
[00:17:41] Todd Parsons: Whatever the case is, like, we tend to align ourselves to that source of truth so we’re not ever having to explain that, um, you know, that, uh, uh, ROAS was, was somehow misleading. Um, we wanna make sure that the outcome is matching their source of truth and then we work backwards to our tech and make sure our tech is tuned to that.
[00:18:03] Greg Kihlström: Yeah, yeah. So I wanna talk a little bit about… You know, the… Let’s talk a little bit about the future of performance marketing. And, you know, certainly AI is gonna play a, a role here. I think we’re gonna… I think we’re gonna stop calling it AI, just broadly speaking. We’re gonna start talking about more specific aspects of it. But just to use the umbrella term for, for now, you know, as AI-driven platforms, they’re becoming more capable of managing complexity, you know, cross-channel campaigns. In, with all of that happening, how do you see the role of the human marketer evolving? You know, where should teams be focusing on developing skills so that they’re able to not only stay ahead, but also just take full advantage of what the AI tools are able to, to offer?
[00:18:50] Todd Parsons: Well, I think it’s too early to, to say that, um, to make a statement that, um, this is a time to, like, retrench in, uh, brand strategy or creative or, you know, kind of things that are maybe earlier in the think, feel, do messaging framework of marketing. Because as much as we’ve advanced in AI, to your point, um, you know, we stood up a model context protocol, um, set of capabilities at Criteo over a year ago.
[00:19:20] Todd Parsons: And we have a lot of customers that are using those to do the types of things that you’re talk … You know, pull an audience, do a forecast, set up a cross-channel, uh, campaign, um, pull a report, do the measurement and, and so forth. So, uh, and those things do get used. But I think marketers, um, going back to your question about organizational setups, are still sort of getting familiar with how to make those, like, hardened workflows that, where they’re truthful enough. ‘Cause their orchestrations, Greg, they’re, you know, multi-part things, and-you, when you’re putting budgets to work, um, you have to make sure that th- those things are sound before you go on to do something different. So that, that’s my first observation. We’re still sort of early innings on that, despite, um, us being early in the game. I see a lot of marketers sort of playing catch-up, um, to get comfortable with how well, you know, AI can take over some of those things that would have been considered rote workflows before.
[00:20:19] Todd Parsons: But, you know, I think where people are going is a lot closer to the humanity behind advertising. I, I got into this space thinking, um, hopefully not naively, that, um, that I could make advertising deliver more utility, um, than just be a, you know, a way to, to, uh, grab attention by looking over here. And we’ve come a long way, but there’s so much more we can do with the way people are interacting with, with, uh, assistants and AI or conversational ads, um, or, you know, things that sit on, uh, retailer, uh, websites like, uh, Sparky or Rufus or, you know, many others. And so we’re just seeing the beginning of that. I think there’s a huge business in just building strategy
[00:21:05] Todd Parsons: around how consumers are going to have the conversation that is brand new. Uh, and I also think, uh, just to build on that one more thing, is, um, you know, because we’re getting all the benefit from speed and execution and workflow management, building, auto building creatives and split tests, all that stuff is real. Um, so I’m sort of putting that in the background. And what I’m looking at is how marketers are going to get into that conversation more deeply and have both paid and organic, uh, interactions come together for better outcomes. That is a really interesting emerging part of the space that no one’s really talking about just yet. They’re sort of looked at differently.
[00:21:46] Todd Parsons: Uh, so probably I would say brand strategy, um, uh, messaging strategy, but way earlier in a customer’s, a potential customer’s journey or an existing one. And really playing on that conversation is gonna be, uh, career-making for a while for a bunch of marketers, including me.
[00:22:07] Greg Kihlström: Yeah, yeah, love it. Well, Todd, thanks so much for joining today. Got a couple last questions as we wrap up here. First one, if we were having this interview one year from today, what is one thing that we would definitely be talking about?
[00:22:21] Todd Parsons: Uh, well, hey, I think I just touched on it. Discovery is be- will, going to become a performance layer of marketing.
[00:22:28] Todd Parsons: I have no doubt about it. Um, you know, these conversational interfaces are the new places where we’re all finding stuff, and, um, it’s gonna be the next big thing in marketing for sure. We’ll talk all about how it drives performance in a year.
[00:22:41] Greg Kihlström: Love it. Yeah, we’ll have to have you back on. Let’s, let’s do it. (laughs)
[00:22:44] Todd Parsons: Love that.
[00:22:45] Greg Kihlström: Yeah. And then last question for you. What do you do to stay agile in your role and how do you find a way to do it consistently?
[00:22:53] Todd Parsons: Uh, I’m, I’ve always been a student of the space, and there’s always something new in this space. Um, only now, you know, I have my own agents helping me, you know, cull through the noise and bring me back stuff. Uh, I build my own code. Um, I build my, my, uh, my life around, uh, the help of AI without hopefully getting suck- sucked into the slop view of that. Um, but, uh, you know, a lot of it is just spent reading and listening to, to, uh, customers and peers and getting the right signal. So s- whether it’s Substack or, or, or whether it’s a feed, um, I’m getting a, a lot of really rich information from just reading, observing and hearing people talk about their experiences today.
