Episode
Frazer Locke Won't Say Adtech"Broken" But His Eyes Are Screaming It | ADOTAT Show
- Podcast
- Marketing, Media & Adtech
- Published
- Feb 23, 2026
- Duration seconds
- 2361
- Processing state
not_requested- Canonical source
- https://adotat.captivate.fm
Actions
POST https://stenobird.com/v1/public/podcasts/marketing-media-adtech-6725129/episodes/frazer-locke-won-t-say-adtech-broken-but-his-eyes-are-screaming-it-adotat-show/transcription-requests
Idempotently request low-priority transcript generation for this episode.GET https://stenobird.com/podcast/marketing-media-adtech-6725129/frazer-locke-won-t-say-adtech-broken-but-his-eyes-are-screaming-it-adotat-show.md
Read the agent-friendly Markdown representation of this episode resource.
Summary
Frazer Locke has 34 years of retail and ad tech scars. He spent a decade inside Amazon building the ads machine before anyone took it seriously, and now he's SVP of International Sales at TripleLift, the creative SSP trying to keep retail media from becoming an unwatchable Blade Runner hellscape of infinite ads. In this episode of the ADOTAT Show, Pesach Lattin sits down with Frazer to talk about what's actually broken in retail media (even though he's too British to use that word), why frequency capping is a sanity check the industry is failing, what he learned from Seth Dallaire in the early Amazon Ads trenches, why Aldi and Lidl might be the dark horses nobody's watching, and whether full funnel measurement is real or just a really convincing PowerPoint slide. We also strand him on a desert island with Superman, Tom Hanks, and a British comedian you've never heard of. It goes exactly how you'd expect. 🔥 WHAT WE COVER: 0:00 - Intro 0:56 - Who is Frazer Locke 2:42 - Career journey from Sainsbury's to Amazon to TripleLift 3:51 - What's broken in brand-consumer relationships 5:29 - The refresh ad problem nobody asked for 7:08 - When ad tech rewrote the retail playbook 8:37 - Retail media internationally vs the US 9:54 - If 1991 Frazer walked into today's office 11:23 - What separates real integration from bolt-on media 13:12 - Creative tech: innovation or automated mediocrity 16:02 - Is TripleLift still just an SSP? 17:50 - Cultural vs technological barriers to creative innovation 19:02 - Does contextual advertising actually work? 19:56 - AI-generated dynamic supermarket shelves 20:26 - The Aldi and Lidl retail media dark horse theory 21:40 - Retail media gold rush or cable TV fragmentation? 22:06 - Does full funnel measurement actually exist? 25:47 - Is retail media br…