# Ads in the Answer Engine: Roger Dunn, CCO, Thrad on Agentic Commerce, ChatGPT Ads & the Snowflake Economy

Page: https://stenobird.com/podcast/retailgentic-consumer-behavior-retail-trend-7351757/ads-in-the-answer-engine-roger-dunn-cco-thrad-on-agentic-commerce-chatgpt-ads-the-snowflake-economy
Text version: https://stenobird.com/podcast/retailgentic-consumer-behavior-retail-trend-7351757/ads-in-the-answer-engine-roger-dunn-cco-thrad-on-agentic-commerce-chatgpt-ads-the-snowflake-economy.md
Podcast: [Retailgentic | Consumer Behavior & Retail Trend](https://stenobird.com/podcast/retailgentic-consumer-behavior-retail-trend-7351757)
Published: 2026-06-16T18:37:33+00:00
Episode link: https://share.transistor.fm/s/dc6be872
Audio file: https://media.transistor.fm/dc6be872/7b851d30.mp3
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JSON: https://stenobird.com/v1/public/podcasts/retailgentic-consumer-behavior-retail-trend-7351757/episodes/ads-in-the-answer-engine-roger-dunn-cco-thrad-on-agentic-commerce-chatgpt-ads-the-snowflake-economy
Duration seconds: 3349

## Resource

Roger Dunn has watched retail media grow up from the agency side (Mediacom, GroupM, WPP), the tech side (he launched Criteo's retail media business in Australia), and the brand side (a global retail media role at Diageo, home of Johnnie Walker, Guinness, and Baileys). Now he's Chief Commercial Officer (CCO) at Thrad , a Silicon Valley startup building the ad infrastructure for LLMs, "ChatGPT ads, but for everyone else." In this episode, Roger and Scot get into where advertising actually lives inside answer engines, what's working today, and how brands should think about showing up when shopping stops looking like a search box. Highlights: What Thrad is building : both the supply side (helping retailers and chatbots monetize conversational surfaces) and a self-serve buy side where brands can run ads across existing AI inventory globally, not just in the four countries where ChatGPT ads have launched. The new ad formats : sponsored messages, sponsored prompts, polling ads, and product carousels, plus the steady stream of formats Google unveiled at Google Marketing Live. AI-native campaigns : how Thrad turns a URL, a brief, or a prompt into keyword, prompt, and dynamically generated persona targeting, and why creative (human faces beat a bare logo) is where the human edge still lives. What ChatGPT ads look like right now : CPCs roughly in the $1–$5 range, and why the early “hot mess vs. holy grail” takes are both missing the point. Roger’s definition of agentic commerce : not a robot doing the final click, but AI shaping every stage of the journey: discovery, comparison, price, review synthesis. The state of the field : Gemini’s full-court press, Perplexity’s Comet browser, Meta routing UCP checkout into Instagram, the Shopify question Wall Street keeps asking, and where…

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