{"id":160569,"date":"2026-03-30T16:36:19","date_gmt":"2026-03-30T21:36:19","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=160569"},"modified":"2026-03-30T16:36:19","modified_gmt":"2026-03-30T21:36:19","slug":"when-the-auction-moves-overnight-media-buying-in-a-temu-shein-market","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/when-the-auction-moves-overnight-media-buying-in-a-temu-shein-market\/","title":{"rendered":"When the Auction Moves Overnight: Media Buying in a Temu\/Shein Market"},"content":{"rendered":"","protected":false},"featured_media":0,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-160569","podcasts","type-podcasts","status-publish","hentry"],"acf":{"publish_date":"20260331","expert_source":"contributing_experts","author":86360,"duration":"20 minutes","title":"When the Auction Moves Overnight: Media Buying in a Temu\/Shein Market","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/Th_Gupl6FMw?si=ZSu6qfsRUgqwmvry"},"podcast_iframe":"<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/034521cf-a0c9-484b-b1d7-f2dce86e3a28\/05b6beb4-7fe0-45f3-87b1-41963e11ad28\"><\/iframe> ","promotional_listen_text":"Listen now on your favorite platform","content":"","tips":{"tips_title":"","tips":[{"tip_image":155037,"tip_title":"Auction volatility is now a performance variable","tip_content":"In a Temu\/Shein market, performance can shift even when nothing inside the account has changed. The real challenge is not simply higher costs, but sudden auction swings caused by large advertisers that surge, pause, and re-enter quickly across platforms. "},{"tip_image":155037,"tip_title":"The pressure shows up unevenly across channels and markets","tip_content":"Shopping and other commerce-intent environments tend to reflect that pressure first and most visibly, while social often absorbs it in a less direct and less proportional way. That makes broad, top-line optimization too blunt, especially when volatility is playing out differently by channel, geography, audience, and category. "},{"tip_image":155037,"tip_title":"The biggest risk is misreading the signal and overcorrecting","tip_content":"When costs rise or efficiency drops, marketers are often tempted to change bids, creative, landing pages, or structure immediately. But the smarter first move is to determine whether the shift came from auction conditions rather than from a problem inside the account, because solving the wrong problem can create even more instability. "},{"tip_image":155037,"tip_title":"A more agile operating model is the way forward","tip_content":"For a deeper breakdown of how Temu and Shein are reshaping auctions, you can turn to our blog post, <a href=\" https:\/\/www.dacgroup.com\/insights\/blog\/paid-media\/temu-shein-2026-ad-auction-volatility-media-buyers\/\/\">Temu and Shein in 2026: How their stop-start spend is reshaping ad auctions<\/a>. That recommendation also connects to DAC\u2019s broader <a href=\" https:\/\/www.dacgroup.com\/insights\/series\/the-media-forward-series\/\">Media Forward Series<\/a>, which frames 2026 success around agile strategy, AI-ready media planning, and modern measurement.\r\n\r\n\r\n"}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Today on Shift Happens,\u00a0I'm\u00a0joined by Felicia Delvecchio, Vice President of\u00a0Media\u00a0at DAC, and our own media maven. Felicia works closely with brands\u00a0navigating fast\u00a0changing media environments\u00a0where platform dynamics, competition\u00a0and consumer behavior\u00a0can shift\u00a0almost overnight.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In this episode,\u00a0we're\u00a0looking at how\u00a0Temu\u00a0and\u00a0Shein,\u00a0the global\u00a0low-cost\u00a0e-commerce\u00a0giants known for spending aggressively\u00a0to win customers,\u00a0are reshaping ad auctions in 2026.\u00a0It's\u00a0not just because they spend big,\u00a0but because their spend can change\u00a0so quickly.\u00a0We'll\u00a0talk about\u00a0what that means for marketers\u00a0and how teams can respond\u00a0without overreacting.\u00a0So welcome to the show, Felicia.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you so much.\u00a0I'm\u00a0so excited to be here.\u00a0I feel like\u00a0it's\u00a0a rite of passage\u00a0for me,\u00a0at\u00a0DAC.\u00a0I've\u00a0been waiting for this my whole life.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And when you say your whole life,\u00a0you've\u00a0kind of come\u00a0of age here.\u00a0How long\u00a0has\u00a0it been with us now?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I've\u00a0been here for 12 years, so,\u00a0yeah.\u00a0Pretty much,\u00a0I'd\u00a0like to say my whole life.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">12 years.\u00a0\u00a0And in that time, And I know, you know,\u00a0for anyone\u00a0who's\u00a0listening on audio,\u00a0they're\u00a0not going to be able to see this,\u00a0but it\u00a0always makes her blush.\u00a0But\u00a0it's\u00a0been a few years\u00a0since she was\u00a0\u201cSearch Marketer of the Year\u201d\u00a0and has grown with even further accolades\u00a0since then.\u00a0So welcome, Felicia.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you for having me.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, Felicia, I think a lot of marketers\u00a0have had this experience lately.\u00a0Like you come into Monday, nothing in\u00a0your accounts has really changed.\u00a0And yet performance and KPIs have moved.\u00a0Costs are\u00a0up,\u00a0efficiency is down.\u00a0And it feels like\u00a0the auction changed around you.\u00a0Is that the new normal?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, I love this because\u00a0it feels like nothing is normal.\u00a0Nothing has changed,\u00a0but everything has changed, right?\u00a0It's\u00a0like that\u00a0is just the epitome of being a marketer.\u00a0So\u00a0that's\u00a0exactly\u00a0what's\u00a0happening, right?\u00a0It's\u00a0not that media has become more expensive.\u00a0It's\u00a0that\u00a0it's\u00a0become more volatile.\u00a0And I feel like this is, you know,\u00a0we're\u00a0in a world where\u00a0it's\u00a0not a set it\u00a0or forget it anymore, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">If you set it and forget it,\u00a0you're\u00a0going to regret it.\u00a0And so, you know,\u00a0we're\u00a0seeing now\u00a0that these major advertisers like a\u00a0Temu\u00a0or\u00a0Shein,\u00a0they're\u00a0ramping up,\u00a0they're\u00a0pulling back quickly.\u00a0And all the things that\u00a0they're\u00a0doing right?\u00a0They're\u00a0creating this\u00a0ripple effect in the auction.\u00a0So\u00a0for\u00a0all of\u00a0these other\u00a0brands out there, it feels like whiplash.\u00a0And your strategy may be the same.\u00a0You may be doing all the right things, but\u00a0everything else is changing around you.\u00a0That's\u00a0what's\u00a0tough.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0that's\u00a0interesting.\u00a0And\u00a0that's\u00a0a really important\u00a0distinction\u00a0because\u00a0it's\u00a0really the volatility.\u00a0\u00a0So how is that\u00a0different from how things were before?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I think\u00a0it's\u00a0really\u2026\u00a0things are not permanently expensive, right?\u00a0It's\u00a0that things are shifting\u00a0really fast.\u00a0You know, it was always shifting fast,\u00a0but we can rely on the opportunity\u00a0to dig into things.\u00a0Take some time while competitors\u00a0are moving out of the auction.\u00a0There\u00a0were\u00a0less competitors,\u00a0right?\u00a0And\u00a0so\u00a0I think it\u00a0was easier to dissect\u00a0what was happening.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But now\u00a0I really think it\u00a0means that\u00a0media teams need to\u00a0operate\u00a0differently.\u00a0You\u00a0have to\u00a0be faster.\u00a0You\u00a0have to\u00a0make faster decisions.\u00a0You\u00a0have to\u00a0be more disciplined around\u00a0how you\u00a0operate.\u00a0It's\u00a0almost as\u00a0if\u00a0we're\u00a0the in the stock\u00a0market, right?\u00a0Rather than a media plan, we\u00a0have to\u00a0be\u00a0traders instead of media buyers.\u00a0That's\u00a0essentially\u00a0what's\u00a0happening right now.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay.\u00a0So\u00a0as\u00a0we're\u00a0looking at, you know,\u00a0we're\u00a0at the front end still of 2026. What's changed\u00a0heading into this year?\u00a0Why are these auction swings feeling more\u00a0intense now than they ever have before?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Sure.\u00a0So, I think first,\u00a0you know,\u00a0everybody's\u00a0feeling it.\u00a0Business pressure is real, right?\u00a0It\u00a0doesn't\u00a0matter\u00a0what industry\u00a0you're\u00a0in. Between\u00a0tariffs, supply chain costs, return\u00a0margins are tight.\u00a0All of\u00a0our clients are feeling that.\u00a0The industry is feeling that.\u00a0So\u00a0in turn, marketers are feeling that.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In the past,\u00a0you know,\u00a0everyone's\u00a0just so desperate to\u00a0improve their business results, right?\u00a0It's\u00a0grow\u00a0at all costs.\u00a0Do whatever you got to do.\u00a0But what I think is changing\u00a0and shifting is that we\u00a0have to\u00a0be really,\u00a0really smart\u00a0about your\u00a0how\u00a0you're\u00a0spending your dollars.\u00a0So\u00a0it's\u00a0not about growing at all costs anymore.\u00a0It's\u00a0about, you know, what intentionally\u00a0are we going to do?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">What are we going to do with a disciplined approach to make sure\u00a0that those dollars go further, because\u00a0it's\u00a0not a steady climb to the top.\u00a0It's\u00a0spikes and dips, right?\u00a0It's\u00a0back to the stock market, right.\u00a0You're\u00a0constantly\u00a0looking at\u00a0all of\u00a0these changes,\u00a0and you\u00a0have to\u00a0move with the changes.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And do\u00a0you see these changes as being uniform?\u00a0Because you do mention things like for\u00a0example, the macroeconomic environment,\u00a0whether\u00a0it's\u00a0tariffs or supply\u00a0chain shocks or these kinds of things.\u00a0Is this happening everywhere\u00a0at the same time or is it, more specific?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No,\u00a0it's\u00a0definitely specific\u00a0to the industry and to the business, right?\u00a0And\u00a0so\u00a0I think the other pieces to this,\u00a0and what\u00a0we're\u00a0finding is\u00a0that agility is\u00a0really important, right?\u00a0Brands\u00a0have to\u00a0be agile.\u00a0Brands\u00a0aren't\u00a0locking in budgets\u00a0and creating an annual plan anymore.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You\u00a0have to\u00a0have a quarterly plan,\u00a0and you\u00a0have to\u00a0look at that plan\u00a0at a weekly basis,\u00a0and you might be shifting\u00a0your\u00a0spend,\u00a0market to market or category to category,\u00a0week to week, right?\u00a0So\u00a0it's\u00a0become\u00a0a really intense\u00a0environment,\u00a0but\u00a0it's\u00a0important\u00a0that\u00a0we're\u00a0looking at all\u00a0aspects of this.\u00a0Because it is also not just global,\u00a0right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think the problem that some brands have\u00a0is that\u00a0they're\u00a0looking\u00a0sort of widespread\u00a0when\u00a0it's\u00a0really geo-specific.\u00a0And\u00a0so\u00a0it might not be stable\u00a0in one region versus another,\u00a0another region might be fine.\u00a0And if\u00a0you're\u00a0not looking at all\u00a0those\u00a0different levels,\u00a0it's\u00a0going to feel completely\u00a0random in in how\u00a0you're\u00a0operating.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I think\u00a0that's part of the big challenge here, right?\u00a0And a few weeks\u00a0ago\u00a0we talked with Luke Reagan\u00a0about this idea of static media plans\u00a0versus dynamic.\u00a0And\u00a0you're\u00a0talking about this point around\u00a0agility as well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Some of these brands are changing posture\u00a0extremely quickly,\u00a0but many brands are still measuring\u00a0and adjusting too slowly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0that's\u00a0true.\u00a0And I think the geographical piece of\u00a0it is\u00a0what's\u00a0missing, right?\u00a0You\u00a0have to\u00a0understand geographically\u00a0where your audience is,\u00a0media\u00a0consumption behaviors and market,\u00a0market\u00a0factors\u00a0and changes.\u00a0And\u00a0it's\u00a0all signal drivel, signal-driven decisioning, right?\u00a0The auction\u00a0isn't\u00a0moving evenly anymore.\u00a0There's\u00a0tons of pockets of opportunity.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0if you react at that level,\u00a0you'll\u00a0be successful if you react\u00a0kind of at\u00a0this higher level,\u00a0you're\u00a0going to be falling a step behind, right?\u00a0And I think too, if\u00a0you're\u00a0looking\u00a0at,\u00a0let's\u00a0say, a national dashboard\u00a0of how\u00a0you're\u00a0performing,\u00a0you might see at the highest level\u00a0that\u00a0you're\u00a0doing well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But then when you dig in,\u00a0you're\u00a0like,\u00a0oh, shoot,\u00a0actually,\u00a0maybe\u00a0we're\u00a0not doing so great.\u00a0Your national view is going to say,\u00a0yeah,\u00a0we're\u00a0pretty good.\u00a0But\u00a0it's\u00a0really different\u00a0when you get down to that granular level.\u00a0And those are the things that\u00a0advertisers could be missing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think you may have just\u00a0chanced on a completely new,\u00a0or coined a new phrase,\u00a0this idea of signal drivel.\u00a0So\u00a0speaking of signal drivel, when,\u00a0when these brands change posture,\u00a0where do media buyers\u00a0usually feel it first?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0the obvious place that we would feel it\u00a0first is we usually see that\u00a0hitting search and shopping, right?\u00a0That's\u00a0the highest intent environment,\u00a0is where\u00a0you're\u00a0going to see,\u00a0the quickest return,\u00a0the quickest growth in your conversions.\u00a0So\u00a0for example, talking about\u00a0Temu\u00a0and Shein,\u00a0it was really that, you know,\u00a0they're\u00a0pushing hard in categories nonstop, right?\u00a0They're\u00a0just flooding the auction.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Broad match, aggressive bidding.\u00a0They're\u00a0putting lots of things out there\u00a0in terms of volume.\u00a0And with activities like that,\u00a0you know,\u00a0you're\u00a0going to dig in and say,\u00a0oh gosh,\u00a0what's\u00a0going on with my program?\u00a0And you go in and you look at\u00a0your CPCs are up and\u00a0you're\u00a0like, cool.\u00a0I love that for us. Great.\u00a0That's\u00a0awesome, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0so\u00a0for\u00a0a brand\u00a0like that, that's just constant flooding, it just creates that volatility for all groups.\u00a0And\u00a0you're\u00a0seeing that\u00a0in that high intent environment.\u00a0Now on the\u00a0flip side,\u00a0it was\u00a0Shein,\u00a0they\u2019re\u00a0a great example\u00a0in the social space.\u00a0They're\u00a0constantly making creative.\u00a0They're\u00a0constantly refreshing that,\u00a0they're\u00a0putting all these different assets out\u00a0and testing\u00a0into those things,\u00a0right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0so\u00a0I think\u00a0that's, you know, where you see\u00a0just constant\u00a0shifts that\u00a0we're\u00a0really having\u00a0a hard time\u00a0balancing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And so how do you go about balancing that?\u00a0You mentioned like a day\u00a0trader\u00a0mentality\u00a0almost,\u00a0is this where you need\u00a0to think like a long-term investor? Be less of a day trader\u00a0and\u00a0more of a\u00a0(Warren)\u00a0Buffet, essentially.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0I think, you know, you\u00a0have to\u00a0remember\u00a0that,\u00a0the system has a memory, right?\u00a0And it takes time for that system\u00a0to rebalance.\u00a0It's\u00a0not going to just snap back\u00a0when advertisers\u00a0are making shifts.\u00a0You\u00a0have\u00a0to\u00a0be thinking more\u00a0methodically around how to navigate that.\u00a0And I think\u00a0that's\u00a0the most\u00a0important factor\u00a0in being successful in a volatile market.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So just to shift gears a little bit,\u00a0you\u00a0were\u00a0talking about\u00a0Temu\u00a0and\u00a0Shein\u00a0and\u00a0a lot of brands think of themselves\u00a0as direct competitors, but a lot\u00a0don't.\u00a0So why is this\u00a0a relevant conversation\u00a0for people that are\u00a0maybe\u00a0indirect\u00a0competitors to them?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0So, I think\u00a0it's\u00a0relevant\u00a0because these competitors show up,\u00a0no matter if\u00a0they're\u00a0competitor or not.\u00a0I think this\u00a0is where it gets really,\u00a0really interesting\u00a0too,\u00a0because\u00a0we've\u00a0seen clients\u00a0where, you know, a\u00a0Temu\u00a0or a\u00a0Shein\u00a0or another advertiser\u00a0like that might show up\u00a0next to your product\u00a0and it\u00a0doesn't\u00a0even feel comparable.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But because\u00a0they're\u00a0showing up and,\u00a0you know,\u00a0they're\u00a0putting all\u00a0these sort\u00a0of value ads\u00a0out there,\u00a0they're\u00a0competing for value\u00a0perception.\u00a0And\u00a0so\u00a0it creates\u00a0a\u00a0really unique\u00a0experience,\u00a0on the\u00a0SERP\u00a0and the market\u00a0in which you\u00a0have to\u00a0react to, right?\u00a0It's\u00a0another added layer of complexity\u00a0that I\u00a0don't\u00a0know that\u00a0we've\u00a0ever really had before.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So even if you think,\u00a0well,\u00a0we're\u00a0not really in their lane,\u00a0you may still be sharing\u00a0the same battlefield.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.\u00a0Yeah.\u00a0So\u00a0you might not\u00a0be selling\u00a0the same thing\u00a0like\u00a0you said,\u00a0but\u00a0you're\u00a0competing for their attention.\u00a0You're\u00a0also competing\u00a0for their\u00a0expectations\u00a0right?\u00a0Consumers\u00a0have an expectation of what they think\u00a0your product is or what\u00a0your product value is.\u00a0And\u00a0so\u00a0when\u00a0you're\u00a0putting something\u00a0like a\u00a0Temu\u00a0next to you\u00a0and it says, oh,\u00a0it's\u00a0$5 or 75% off,\u00a0you know,\u00a0that's\u00a0how that offers landing next to yours.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0it's\u00a0not necessarily\u00a0an auction pressure,\u00a0it's\u00a0an expectation pressure.\u00a0So\u00a0I think\u00a0that's\u00a0one of the\u00a0big things.\u00a0The other thing is promotion\u00a0fatigue, right?\u00a0So\u00a0if\u00a0everybody's\u00a0putting your promotion\u00a0out into the auction and I think\u00a0everybody's\u00a0feeling this right now,\u00a0right?\u00a0It's\u00a0such a sensitive market,\u00a0sensitive economy.\u00a0And\u00a0so\u00a0everyone's\u00a0like, oh,\u00a0I'm\u00a0going to go on price.\u00a0If all\u00a0these sort of\u00a0competitors\u00a0out there, \u201cflash\u00a0sale\u00a070% off\u201d.\u00a0If everything feels discounted,\u00a0nothing's discounted\u00a0right? Nothing feels special.\u00a0You're\u00a0all offering the same thing.\u00a0And\u00a0so\u00a0then what\u00a0is that value to your audience?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0what is the business impact of this?\u00a0When this kind of volatility hits, what does it look like\u00a0from a performance standpoint?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So,\u00a0from a performance standpoint I think\u00a0it's\u00a0really confusing for advertisers.\u00a0You know you could say that,\u00a0on the marketing team,\u00a0we feel that right.\u00a0You're\u00a0digging into everything\u00a0and everything\u00a0feels like you did all the right stuff.\u00a0And it just doesn't.\u00a0\u00a0The numbers\u00a0don't\u00a0make sense.\u00a0Nothing makes sense, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And your instinct\u00a0is to just go fix something.\u00a0And the pressures from clients\u00a0are\u00a0to go fix something.\u00a0It might be my creative.\u00a0It might be my website.\u00a0It might be how much\u00a0I'm\u00a0spending.\u00a0But sometimes\u00a0there's\u00a0nothing broken at all.\u00a0Sometimes\u00a0it's\u00a0just the market has shifted\u00a0from underneath you.\u00a0And then\u00a0I think this\u00a0is where advertisers\u00a0get in trouble and marketers\u00a0get in trouble, is that\u00a0they're\u00a0going to look to fix something.\u00a0Maybe there\u00a0wasn't\u00a0a problem, right?\u00a0And they end up confidently\u00a0solving the wrong problem.\u00a0And\u00a0that's\u00a0when you\u00a0get into a lot of trouble.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I can fix them\u00a0Felicia,\u00a0it\u2019s\u00a0okay.\u00a0So\u00a0when\u00a0this happens,\u00a0does\u00a0it show up as\u00a0an initial\u00a0spike?\u00a0\u00a0Do\u00a0you see it in your monthly reporting?\u00a0Like where\u00a0do\u00a0you\u00a0look\u00a0for\u00a0underlying issues like this.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, so\u00a0I think you\u00a0look for\u00a0those underlying issues.\u00a0I think the natural\u00a0inclination\u00a0is to look at tactical, right?\u00a0You're\u00a0looking at making a bunch of tests.\u00a0You're\u00a0looking at, you know,\u00a0changing things in the tactical levers.\u00a0The campaigns, the bid strategies.\u00a0And then you get in this sort of loop\u00a0of panic and change and panic and change,\u00a0and you get all these false\u00a0learnings,\u00a0and it makes a mess of everything.\u00a0You're\u00a0reacting so quickly.\u00a0And if you just stayed the course\u00a0and dug into the right layers,\u00a0you could avoid\u00a0all of\u00a0that mess.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0so\u00a0I think mentioning\u00a0monthly\u00a0right?\u00a0Monthly is good.\u00a0But monthly also is\u00a0sort of smoothing\u00a0out\u00a0larger scale.\u00a0It's\u00a0kind of like\u00a0the national\u00a0and geographical.\u00a0It's\u00a0at the monthly level things might\u00a0look good, but when you start digging in\u00a0things start to look,\u00a0look a little bit wonky, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0you got to have weekly.\u00a0You got to have daily.\u00a0You\u00a0have to\u00a0have real time visibility.\u00a0And\u00a0so\u00a0I think those\u00a0are the levers\u00a0that we look to pull\u00a0to understand\u00a0what's\u00a0happening\u00a0in the market.\u00a0What's\u00a0happening\u00a0with your audience,\u00a0what's\u00a0happening with your geography,\u00a0what's\u00a0happening in the media consumption\u00a0trends and behaviors and the channels,\u00a0all of\u00a0those things combined are\u00a0what are going to make us successful.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0from a very practical perspective,\u00a0I know you and our friend\u00a0Jenna have worked on a playbook\u00a0for media in 2026.\u00a0How do you\u00a0operate\u00a0on a\u00a0really practical\u00a0basis?\u00a0What should you\u00a0actually do\u00a0differently in 26\u00a0as a result of\u00a0these kinds of changes?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia;<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, I think, what you\u00a0can do differently in 2026,\u00a0is\u00a0build\u00a0in\u00a0an approach that is panic free, right?\u00a0We\u00a0have a tendency to\u00a0panic, around\u00a0the results that are happening\u00a0because things are changing fast,\u00a0because\u00a0they're\u00a0confusing.\u00a0And\u00a0so\u00a0I think having an operating plan\u00a0for what you do in certain situations,\u00a0right, build that all up front.\u00a0If you understand market consumption\u00a0behaviors, you understand\u00a0the media landscape.\u00a0If you understand your client's business\u00a0goals,\u00a0you should be able to create\u00a0\u201cif-then\u201d\u00a0statements right.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">If this happens, I do this.\u00a0If\u00a0this happens,\u00a0I do this, I activate this.\u00a0And\u00a0so\u00a0you're\u00a0leaving a little bit\u00a0of that uncertainty out of the equation.\u00a0It\u00a0doesn't\u00a0mean again that you set it\u00a0and forget it with this\u00a0\u201cif-then\u201d\u00a0plan,\u00a0but\u00a0you're\u00a0giving yourself a little bit\u00a0more breathing room to understand\u00a0what you should be activating.\u00a0And then you can evolve that.\u00a0So that\u00a0you're\u00a0prepared and not panicking,\u00a0and\u00a0you're\u00a0tightening that plan,\u00a0and\u00a0you're\u00a0thinking\u00a0about\u00a0all of\u00a0the aspects\u00a0of your media activation,\u00a0not just one little piece of it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0could you give me a couple of examples,\u00a0a couple of actual practical examples\u00a0of what that looks like in practice?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, for sure.\u00a0So, I think one example of what\u00a0that looks like in practice,\u00a0as you know, local business, right?\u00a0We\u00a0specialize in\u00a0\u201centerprise-to-local\u201d,\u00a0bringing\u00a0sort of that\u00a0national scale\u00a0and that overall branded footprint\u00a0down to the local level where\u00a0you might have a retail\u00a0footprint.\u00a0And so having an understanding\u00a0geographically.\u00a0Where your audiences are,\u00a0who your audiences are\u00a0at that geographical level. Where they index from a media perspective,\u00a0what your specific\u00a0objective\u00a0is,\u00a0do I have enough awareness?\u00a0Do I have enough low funnel activation?\u00a0Do I need to build up the brand?\u00a0Do I need to get more conversions?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Having all of that at our disposal,\u00a0is so beneficial.\u00a0And I think, you know, DAC has invested\u00a0in that in terms of our tool\u00a0kit\u00a0and\u00a0our tech, right?\u00a0Bringing\u00a0all of\u00a0those data points together\u00a0so that we can understand that landscape\u00a0so that we can be agile.\u00a0And\u00a0we've\u00a0done that for clients where\u00a0they have specific needs in local areas.\u00a0We've\u00a0said, hey, you know, operationally\u00a0you\u00a0can't\u00a0handle this\u00a0much business, so\u00a0we're\u00a0going to pull back\u00a0in these areas.\u00a0But like, hey,\u00a0let's\u00a0work on brand reputation over here\u00a0because you might need,\u00a0you know, some\u00a0additional\u00a0support\u00a0with trust.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In this region over here, you know,\u00a0you're\u00a0doing great\u00a0from a brand perspective,\u00a0but you\u00a0can't\u00a0drive conversions.\u00a0We need to put more search in.\u00a0So,\u00a0it's\u00a0been\u00a0really successful\u00a0to have those layers and levers\u00a0to pull with our data and our\u00a0approach,\u00a0and\u00a0helping businesses\u00a0be agile to meet the consumer's needs\u00a0and meet the market needs.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And when\u00a0you say consumers and market needs,\u00a0because of course,\u00a0we're\u00a0responding\u00a0to, these spikes, either by\u00a0staying calm or when the pullback happens,\u00a0being ready to address it.\u00a0And\u00a0we're\u00a0doing it through the mechanisms\u00a0of media planning, media strategy,\u00a0individual tactics, as well as promotional\u00a0messaging at the local level.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So,\u00a0underpinning\u00a0all of this, though,\u00a0is this kind of playbook and this, this,\u00a0you know, first do no wrong media approach\u00a0and, you know, keep\u00a0calm\u00a0and carry on\u00a0essentially right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0absolutely.\u00a0And the playbook\u00a0I think is just\u00a0it's\u00a0a guideline\u00a0for\u00a0what's\u00a0shifted\u00a0in the landscape on whole,\u00a0and what those levers are\u00a0that we should pull.\u00a0We know AI is huge.\u00a0Everyone's\u00a0talking about AI.\u00a0We're\u00a0talking about AI.\u00a0Where do\u00a0all of\u00a0these things converge?\u00a0Right from a paid perspective,\u00a0from a\u00a0SEO\u00a0perspective?\u00a0AIO, GIO\u2026\u00a0what are the things that we need\u00a0to look at collectively\u00a0as a group from an integrated performance\u00a0standpoint to be more successful?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">We\u00a0have to\u00a0bring\u00a0all those pieces together.\u00a0We\u00a0have to\u00a0recognize that it is not just\u00a0contextual,\u00a0it\u2019s\u00a0also video.\u00a0It's\u00a0reviews.\u00a0There's\u00a0so many other elements\u00a0that are at play today\u00a0that were not here a few years ago.\u00a0And if\u00a0you're\u00a0missing just one piece,\u00a0that could be the one piece\u00a0that's\u00a0bringing it all down.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And for those listening today,\u00a0if you want to download the playbook,\u00a0and delve more into this,\u00a0the link will be in the description\u00a0below and will be able\u00a0to get hold of that for you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0here's\u00a0the shift. In\u00a02026,\u00a0it's\u00a0not just big spenders\u00a0reshaping auctions.\u00a0It's\u00a0how fast they surge or pull back.\u00a0For media buyers, that means success\u00a0comes from reading the market well,\u00a0staying disciplined and being ready\u00a0for both pressure and opportunity.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now make it happen. Follow\u00a0Shift Happens.\u00a0Leave us a review\u00a0and share this episode with your team.\u00a0If you have any questions for the podcast,\u00a0please\u00a0email us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/a><span data-contrast=\"auto\">.\u00a0We'd\u00a0love to hear from you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Felicia, thank you very much for joining us today.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Felicia:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you so much for having me.\u00a0It's\u00a0a pleasure.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I'm\u00a0Nasser\u00a0Sahlool, and thank you for\u00a0joining us on Shift Happens.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"contributing_experts","expert":150494},{"expert_source":"contributing_experts","expert":150354}],"external_links":{"youtube_link":"https:\/\/youtu.be\/Th_Gupl6FMw?si=ZSu6qfsRUgqwmvry ","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/episode\/51ghjmb0zZyxTJYVSgmxmM?si=7f19a90c7b194d90 "}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When the Auction Moves Overnight: Media Buying in a Temu\/Shein Market | DAC<\/title>\n<meta name=\"description\" content=\"DAC\u2019s Shift Happens 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