LiveIntent taps retail media product leader to support continued success & innovation

CitrusAds’ Mike Pisula joins the people-based marketing platform

LiveIntent, is proud to announce the hire of Mike Pisula as VP, Product Development. In his role, Pisula will lead go-to-market efforts and drive product strategy and execution for the company with an emphasis on retail media. 

Retail media networks turn retailer first-party data and inventory into a powerful new revenue stream. Retail media unlocks an opportunity to reach in-market shoppers with relevant ads across retailer-owned, in-demand inventory and channels. GroupM estimates that retail media advertising will increase 60% to $160 billion by 2027. As the demand for performant Retail Media inventory surges, so too does the need for retailers to have expanded addressable inventory. 

LiveIntent empowers retailers to expand that inventory into their email newsletters and alerts, tapping into intent-driven audiences who are in a logged-in, tagetable, measurable, and performant channel. 

“A great email program is like a freight train for retailers,” said Matt Keiser, founder and CEO of LiveIntent. “Once it gets going you can’t stop it. It is an annuity retailers can’t afford to ignore and email is the key to being present where customers are spending time.”

Publishers and Brands want a way to connect their first-party and licensed data to the ecosystem using media assets they already own and control. LiveIntent is organizing brands’ first-party data to deliver the features and functionalities that allow a brand to become their own walled gardens and go beyond by getting the most from their data. 

“As retail media gains momentum, it faces the same stark choices that impacted Publishers and Brands during the era of walled garden hypergrowth” said Pisula. “Retailers must balance growth with maintaining control over their own destiny. I joined LiveIntent because we can provide the features and functionalities of the walled gardens to retailers, inclusive of data security and privacy, but instead of data flowing to the walled gardens, LiveIntent allows the data to flow to the retailers, in order to make their entire business stronger. By sitting at the intersection of marketing and media, LiveIntent is able to deliver on the next generation of needs for retailers and e-commerce brands.” 

Previously, Pisula was SVP of Data Product at CitrusAd, the Epsilon-backed retail media offering. At CitrusAd, Pisula was responsible for data roadmaps, customer analytics solutions and business operations. Prior to CitrusAd, he spent nearly 20 years at WPP businesses, with nearly a decade at Xaxis, most recently.

Pisula will helm LiveIntent’s continued foray into retail media, building on its e-commerce and retail media brands like Wayfair, Gap, Land’s End, Overstock, Sam’s Club and many others.