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 brand building or a click casino? 26:43 - Sacred cows: what would Frazer burn down? 28:16 - Programmatic transparency or smarter ways to hide fees? 30:35 - Will most DSPs exist in 10 years? 31:36 - If publishers and advertisers swapped roles 32:30 - Leadership across continents and time zones 33:28 - LinkedIn leadership vs real leadership 34:42 - Are we over-romanticizing culture? 35:32 - Desert island companions 39:04 - AI takes over: first question to robot overlords 39:29 - What the island teaches about ad tech 40:02 - What drives Frazer when the decks close 41:23 - The Seth Dallaire mentor lesson 44:00 - Frequency capping as industry sanity check 44:44 - If not advertising, then what? 45:22 - Legacy: what Frazer wants to be remembered for

📰 READ THE FULL BREAKDOWN on ADOTAT.com — including the ADOTAT+ deep dive on what Frazer was too diplomatic to say out loud, why he really left Amazon, and whether "creative SSP" is genius positioning or a holding pattern.

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Frazer Locke Won't Say Adtech"Broken" But His Eyes Are Screaming It | ADOTAT Show