Exec on the worst advice he ever received: ‘Don’t rock the boat’ | Fortune

Jason Jacobs is VP of programmatic media and partnerships at digital advertising company Captivate.

How would you describe your job to someone who doesn’t work in retail?I work in the digital out-of-home (DOOH) space, which means any digital screens you see in public that are not your phone, computer, or TV. Within DOOH, the retail media side is growing quickly. At Captivate, we help influence shoppers’ buying decisions by showing brand and product messages on screens in places like office buildings and residential complexes. My role is to help brands and agencies connect with these consumers in the right place at the right time.

One thing we can’t guess about your job from your LinkedIn profile?One thing you can’t guess from my LinkedIn profile is how much time I spend troubleshooting campaigns and resolving client issues. I also create new collateral that helps tell our story and showcase our capabilities.

What’s your favorite project you’ve worked on?One of my favorite projects was developing a cross-venue retail media package that combined office, residential, and other high-traffic environments into a single offering. It required collaboration across multiple teams, creative problem solving to align inventory and targeting, and gave brands a way to reach consumers throughout their daily routines.

Which emerging retail trend are you most excited about right now, and why?I am most excited about the growth of retail media beyond traditional e-commerce channels and into real world environments like digital out-of-home. Retailers are finding new ways to reach shoppers during their daily routines, not just when they are browsing online. This opens the door for more targeted, contextually relevant messaging that can influence buying decisions in the moment, and I think this blend of digital precision with physical presence is where the biggest opportunities lie.

What’s your go-to coffee order?Iced coffee, heavy on the flavored creamer!

Worst piece of advice you’ve received?The worst piece of advice I ever received was “Don’t rock the boat.” I believe that asking questions, challenging the status quo, and pushing for better solutions is how progress happens, both for businesses and for personal growth.

What was your favorite retail product when you were 15, and what’s your favorite retail product now?When I was 15, my favorite retail products were definitely clothing and sneakers. Now, it’s probably my smartwatch. I love tech gadgets and I use it to track my activity as I try to hit 10,000 steps a day.

This report was originally published by Retail Brew.