{"podcast":{"title":"Commerce Untold","slug":"commerce-untold-6726169","podcast_index_feed_id":6726169,"rss_url":"https://feeds.captivate.fm/commerce-untold/","website_url":"https://www.expanio.com","image_url":"https://artwork.captivate.fm/4669e79e-3649-4c6c-af0a-70d8e280e7e6/CU-LI-DP.jpg","author":"Eitan Koter","episode_count":221,"summary":"Commerce Untold goes beyond the headlines to uncover the real stories shaping eCommerce and retail today. Hosted by Eitan Koter, founder and CEO of Expanio, the show focuses on one of the hardest problems in commerce: how brands and retail-tech companies break into and scale in the U.S. market. Each episode gets into what that actually takes, from channel strategy and marketplaces to retail media, brand building, social commerce, live shopping, customer experience, and the technologies changing how people buy. You'll hear from founders, CMOs, retail and eCommerce leaders, and operators who have done it, sharing what really drives U.S. growth behind the scenes. The wins, the missteps, the expensive lessons, and the insights you won't hear anywhere else. If you care about how products get built, marketed, sold, and scaled in the U.S. and beyond, this one's for you.","last_synced_at":"2026-09-04T02:19:36.560007+00:00","page_url":"https://stenobird.com/podcast/commerce-untold-6726169"},"episode":{"title":"216: How Meta Ads Actually Target Now with Krista Karpan","slug":"216-how-meta-ads-actually-target-now-with-krista-karpan","published_at":"2026-08-14T12:00:00+00:00","page_url":"https://stenobird.com/podcast/commerce-untold-6726169/216-how-meta-ads-actually-target-now-with-krista-karpan","show_page_url":"https://stenobird.com/podcast/commerce-untold-6726169","url":"https://expanio.com/test-v1/how-meta-ads-actually-target-now","audio_url":"https://episodes.captivate.fm/episode/9b43e7ae-ebb6-4c75-880f-7c52801f84ea.mp3","summary":"Krista Karpan is the CEO and Co-Founder of Milked Media, a performance marketing agency that has spent nearly a decade helping ecommerce brands scale through paid media, creative strategy, and retention marketing. This episode tackles a shift few marketers have caught up to. Interest based targeting on Meta no longer works, and creative has become the real lever for reaching the right audience. Krista walks through how her agency structures Meta and Google campaigns for new and scaling brands, the metrics that actually indicate a winning ad, and why static images still outperform video in categories like fashion. She also breaks down attribution overlap, marketing efficiency ratio, and the supporting systems, from social proof to email nurture, that determine whether paid traffic ever converts. For founders and marketers relying on ad platforms to carry the business alone, this conversation is a reset on what actually drives profitable growth in 2026. Website: https://expanio.com/ Podcast website: https://expanio.com/commerce-untold-podcast/ Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/ YouTube: https://www.youtube.com/@CommerceUntold Guest: Krista Karpan, CEO and Co-Founder, Milked Media Krista Karpan's LinkedIn: https://www.linkedin.com/in/kristakarpan/ Milked Media: https://www.milkedmedia.com/ Key Takeaways: • Interest-based targeting on Meta no longer works; creative and messaging now determine who sees your ad • Static images still outperform video in categories like fashion, despite the industry's obsession with video content • A brand's Facebook and Instagram profile functions as a landing page and can cost a sale before a visitor ever reaches the website • Marketing efficiency ratio (spend divided by revenue) cuts through inflated platform-re…","meta_description":"Krista Karpan is the CEO and Co-Founder of Milked Media, a performance marketing agency that has spent nearly a decade helping ecommerce brands scale thro…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1878,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/commerce-untold-6726169/episodes/216-how-meta-ads-actually-target-now-with-krista-karpan/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/commerce-untold-6726169/216-how-meta-ads-actually-target-now-with-krista-karpan.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}