Behind the Numbers: an EMARKETER Podcast Click, Buy, Tune...In: AI Relevance Ends Ad Fatigue | Behind the Numbers
Apr 3, 2026
Ashley Firmstone, Senior VP of Rokt Ads, leads transaction-moment marketing with AI-driven relevance. She explores why ad fatigue comes from volume and irrelevance. She explains the value of post-purchase attention, how Rokt’s airline roots shaped its approach, formats that feel native in checkout, and what agentic commerce really means for marketers.
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Irrelevance Is The Core Of Ad Fatigue
- Ad fatigue is driven largely by irrelevant ads that don't match what consumers expect or want in a moment.
- Ashley Firmstone points to consumers being inundated with content that feels non-additive, making ads disruptive rather than helpful.
Transaction Moment Is A High Intent Window
- The transaction moment is when shoppers shift from browsing to committed purchase mode and become highly engaged.
- Ashley Firmstone describes this as a psychological switch where relevant offers feel intuitive and additive to the purchase.
Airline Upsell Origins Shaped Rokt's Focus
- Rokt's origin traces to airline ancillary revenue challenges, where upsells like baggage and loyalty offers occur during checkout.
- Ashley Firmstone explains CEO Bruce Buchanan's airline background informed using transaction moments to sell additive offers.