Use Kano To Build Ad Products Buyers Actually Value

Buyers do not value every roadmap item the same way. Kano is useful because it distinguishes satisfaction types. A basic feature prevents dissatisfaction. A performance feature creates more satisfaction as it improves. A delighter surprises the buyer and may differentiate the product. Retail media roadmaps need all three, but not in random order. Basics Billing accuracy, campaign pacing, predictable reporting, brand safety, and clear creative specs often behave like basics. Buyers may not praise them, but they notice immediately when they fail. Performance Drivers Targeting precision, reporting latency, optimization controls, forecast accuracy, and incrementality reads usually improve satisfaction as quality…

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