Welcome to Marketer Spotlight, a conversation series where we connect with forward-thinking leaders from the worlds of marketing, growth, and advertising to explore bold ideas, uncover emerging trends, and gain expert perspectives that are actively shaping the future of our industry. Our goal is to spark meaningful dialogue around innovation, strategy, and the evolving role of marketers in a digital-first world.
For our third edition, we’re excited to feature Keren Golan, CEO at buying.expert, a trusted digital platform that helps shoppers navigate the cluttered e-commerce landscape with ease. Built on the mission of “Buy like an Expert,” the site offers expert-reviewed buying guides, in-depth product evaluations, and AI-powered scoring to simplify decision-making across categories, from tech and appliances to health and home essentials.
In this edition, Keren shares her perspective on balancing acquisition with retention, the evolution of Connected TV as a performance channel, the role of AI-driven personalization in mobile, the future of fraud protection, and the blind spots e-commerce marketers must address to stay competitive.
Let’s dive into the insights from someone who isn’t just keeping pace with change, but actively defining how marketing and media will evolve in the years to come.
Q1. As a CEO, how do you see the role of marketing evolving in an industry where technology, data, and creativity intersect?
Answer: In today’s marketing landscape, creativity is the real differentiator. Data and technology are powerful, but without creative thinking they remain just tools. Creativity is what transforms raw insights into meaningful strategies, connects technology with human emotion, and ultimately drives growth. And by creativity, I don’t only mean classic advertising ideas, it’s a broader mindset that challenges conventions, reimagines customer journeys, and finds unexpected solutions in every aspect of the business. In my view, the future of marketing lies in this ability to combine analytical precision with imaginative thinking - building strategies that are measurable, scalable, and still deeply human.
Q2. Connected TV is exploding globally. How should e-commerce and other brands approach this channel?
Answer: Connected TV is no longer just a branding play, it’s becoming a performance channel for e-commerce. At Buying Expert, we’ve seen how consumer shopping journeys increasingly blur between entertainment and purchase intent. CTV offers a powerful way to reach audiences in a lean-back environment, but the real opportunity is when it’s connected to commerce data and measurable outcomes. For us, that means approaching CTV with the same discipline we apply across digital: pairing storytelling with direct response mechanics, driving measurable clicks, conversions, and ROI, not just impressions. For e-commerce brands, the key is to integrate CTV into their performance mix, making sure it’s accountable, shoppable, and directly tied to sales. That’s where we believe Buying Expert can help bridge the gap, bringing our expertise in performance marketing into this rapidly scaling channel.
Q3. Fraud remains one of the biggest drains on ad spend. How do you see the future of fraud protection in digital marketing?
Answer: Fraud remains one of the biggest drains on ad spend, particularly in e-commerce where risks often occur within conversion funnels. Invalid clicks or fake conversions don’t just waste budget, they can distort performance metrics and damage a brand’s positioning and relationship with consumers. The future of fraud protection lies in solutions that validate the full customer journey, ensuring every touchpoint represents real engagement. Publishers like Buying Expert are critical in this ecosystem, acting as a countermeasure to e-commerce fraud by protecting the integrity of the brand’s storytelling and maintaining trust with audiences. In this way, fraud protection isn’t just about cost control, it’s about preserving the authenticity and impact of marketing efforts.
Q4. What do you believe is the biggest blind spot for e-commerce marketers today?
Answer: The biggest blind spot for e-commerce marketers today is underestimating the full impact of the customer journey. Many users engage with a brand through content like blog posts or media placements without converting immediately, yet these touchpoints play a critical role in building awareness, trust, and intent. Too often, attribution focuses solely on bottom-funnel partners, like coupons and deal sites, overlooking the incremental clicks and influence of upper- and mid-funnel engagement. Recognizing the value of these interactions is essential for understanding true ROI and making smarter, more holistic marketing decisions.
Q5. Looking ahead, what’s your vision for the future of marketing leadership in the digital economy?
Answer: The future of marketing leadership lies in moving beyond campaign execution towards building adaptive ecosystems. Leaders today aren’t just stewards of media budgets, they are architects at the crossroads of technology, privacy, trust, and creativity. The ones who will stand out are those who can guide teams through volatility, leverage data with responsibility, and, above all, preserve the human connection at the heart of every brand experience.
Welcome to Marketer Spotlight, a conversation series where we connect with forward-thinking leaders from the worlds of marketing, growth, and advertising to explore bold ideas, uncover emerging trends, and gain expert perspectives that are actively shaping the future of our industry. Our goal is to spark meaningful dialogue around innovation, strategy, and the evolving role of marketers in a digital-first world.
For our third edition, we’re excited to feature Keren Golan, CEO at buying.expert, a trusted digital platform that helps shoppers navigate the cluttered e-commerce landscape with ease. Built on the mission of “Buy like an Expert,” the site offers expert-reviewed buying guides, in-depth product evaluations, and AI-powered scoring to simplify decision-making across categories, from tech and appliances to health and home essentials.
In this edition, Keren shares her perspective on balancing acquisition with retention, the evolution of Connected TV as a performance channel, the role of AI-driven personalization in mobile, the future of fraud protection, and the blind spots e-commerce marketers must address to stay competitive.
Let’s dive into the insights from someone who isn’t just keeping pace with change, but actively defining how marketing and media will evolve in the years to come.
Q1. As a CEO, how do you see the role of marketing evolving in an industry where technology, data, and creativity intersect?
Answer: In today’s marketing landscape, creativity is the real differentiator. Data and technology are powerful, but without creative thinking they remain just tools. Creativity is what transforms raw insights into meaningful strategies, connects technology with human emotion, and ultimately drives growth. And by creativity, I don’t only mean classic advertising ideas, it’s a broader mindset that challenges conventions, reimagines customer journeys, and finds unexpected solutions in every aspect of the business. In my view, the future of marketing lies in this ability to combine analytical precision with imaginative thinking - building strategies that are measurable, scalable, and still deeply human.
Q2. Connected TV is exploding globally. How should e-commerce and other brands approach this channel?
Answer: Connected TV is no longer just a branding play, it’s becoming a performance channel for e-commerce. At Buying Expert, we’ve seen how consumer shopping journeys increasingly blur between entertainment and purchase intent. CTV offers a powerful way to reach audiences in a lean-back environment, but the real opportunity is when it’s connected to commerce data and measurable outcomes. For us, that means approaching CTV with the same discipline we apply across digital: pairing storytelling with direct response mechanics, driving measurable clicks, conversions, and ROI, not just impressions. For e-commerce brands, the key is to integrate CTV into their performance mix, making sure it’s accountable, shoppable, and directly tied to sales. That’s where we believe Buying Expert can help bridge the gap, bringing our expertise in performance marketing into this rapidly scaling channel.
Q3. Fraud remains one of the biggest drains on ad spend. How do you see the future of fraud protection in digital marketing?
Answer: Fraud remains one of the biggest drains on ad spend, particularly in e-commerce where risks often occur within conversion funnels. Invalid clicks or fake conversions don’t just waste budget, they can distort performance metrics and damage a brand’s positioning and relationship with consumers. The future of fraud protection lies in solutions that validate the full customer journey, ensuring every touchpoint represents real engagement. Publishers like Buying Expert are critical in this ecosystem, acting as a countermeasure to e-commerce fraud by protecting the integrity of the brand’s storytelling and maintaining trust with audiences. In this way, fraud protection isn’t just about cost control, it’s about preserving the authenticity and impact of marketing efforts.
Q4. What do you believe is the biggest blind spot for e-commerce marketers today?
Answer: The biggest blind spot for e-commerce marketers today is underestimating the full impact of the customer journey. Many users engage with a brand through content like blog posts or media placements without converting immediately, yet these touchpoints play a critical role in building awareness, trust, and intent. Too often, attribution focuses solely on bottom-funnel partners, like coupons and deal sites, overlooking the incremental clicks and influence of upper- and mid-funnel engagement. Recognizing the value of these interactions is essential for understanding true ROI and making smarter, more holistic marketing decisions.
Q5. Looking ahead, what’s your vision for the future of marketing leadership in the digital economy?
Answer: The future of marketing leadership lies in moving beyond campaign execution towards building adaptive ecosystems. Leaders today aren’t just stewards of media budgets, they are architects at the crossroads of technology, privacy, trust, and creativity. The ones who will stand out are those who can guide teams through volatility, leverage data with responsibility, and, above all, preserve the human connection at the heart of every brand experience.
