Are you leaving money on the table with your media buying strategy?

In this episode of The Media Buying Podcast, hosts Jim Banks and Rob Adler are joined by Scott Shou, co-founder of Boardwalk Marketing, to dissect performance marketing’s most overlooked profit engines, recapture and decline traffic, multi-channel monetization, and leveraging AI for personalized revenue optimization.

Scott draws on 25 years of startup and marketing experience, revealing how he transitioned from cybersecurity into leading data-driven media buying strategies, and how Boardwalk Marketing is simplifying and automating the complex process of extracting maximum value from every website visit.

Learn why most performance marketers only tap into a fraction of their true earning potential, discover actionable tactics for exit traffic monetization, and get the inside scoop on segmenting by state, device, and behavior to multiply conversion rates.

Key Takeaways:

Why media buying pros are missing up to 90% of potential revenue—and how to fix it

Step-by-step strategies for turning “dead-end” traffic into a steady profit stream

How Boardwalk Marketing’s AI-powered platform delivers hyper-personalization (no coder required!)

Direct buyers vs. lead aggregators: When, why, and how to use each for scalable growth

Essential verticals for performance marketers: finance, credit and beyond

Real-world advice for agencies to diversify channels and add new revenue streams instantly

The new attention economy: How AI and changing platforms impact user journeys and media buying success

Perfect for digital marketers, media buyers, lead gen specialists, agency owners, and anyone hungry for practical insider techniques to boost campaign ROI, starting today.

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Timestamps:
00:00 – Intro & First Podcast Guest
01:33 – Meet Scott Shou: Startup & Marketing Journey
03:34 – How Ancillary Monetization Can Supercharge Revenue
06:35 – Boardwalk Marketing's Approach to Exit Traffic
07:55 – Advanced Personalization: AI & Data Segmentation Tactics
11:06 – How to Turn Decline Traffic into Profits
13:41 – Real-World Media Buying & Lead Monetization Strategies
17:38 – The Power of Recapture: Monetize Every Visit & Lead
24:01 – When To Use Direct Buyers vs Lead Aggregators
29:45 – Top Verticals: Finance, Credit, Subprime, & More
34:39 – Diversifying Channels for Long-Term Growth
35:55 – Boardwalk Marketing’s Vision & AI-Driven Product Development
43:46 – Navigating the Changing Attention Economy
44:32 – Wrap-Up, Key Takeaways & Next Steps