The Value of Customer Context – Jon Flugstad, MetaRouter

Retail media has always been about knowing who your customer is. Increasingly, it's about understanding what they're doing right now. In this episode, Tom Limongello and Scott Messer are joined by Jon Flugstad, Chief Business Officer at MetaRouter, to explore why customer context is becoming one of the industry's most valuable assets. From the future of identity after LiveRamp to the role of AI in real-time decisioning, the conversation examines how retailers are rethinking the technology behind commerce media. In this episode: • Is "rented identity" finally coming to an end? • The Home Depot outage that inspired the creation of MetaRouter. • Why customer context is becoming the retailer's competitive advantage. • Should one model decide both ads and organic results? • Why retailers are building identity graphs they control themselves. • How retailers are connecting directly to platforms like Meta, TikTok and The Trade Desk.