People said Will Fisher and his co-founders were crazy. Starting an Amazon agenc
By Joe Shelerud · April 29, 2026 · Curated by George's Blog
People said Will Fisher and his co-founders were crazy.
Starting an Amazon agency in Europe first, before the US, didn't follow the playbook.
But it worked.
In this latest episode of The Ad Project, I sat down with Will, CCO and co-founder of Amerge, to celebrate the big announcement: Amerge is officially joining the PODEAN family - a few months after Ad Advance did the same.
This episode covers a lot of ground:
- How Will and his co-founders (John Doyle & Vitaly Dmitriev) spotted a gap, combining DSP and sponsored ads with Amazon's first-party data, before anyone else was doing it at scale
- Why starting in the EU (not the US) actually built a stronger foundation
- What non-endemic advertising taught them about advanced DSP setups
- The role culture played in the Podean decision and why it weeded out more potential deals than the deal structure itself
Thanks for joining me, Will! Looking forward to working together.
The episode is live now:
Apple: https://lnkd.in/gvqG7t99
Spotify: https://lnkd.in/gp49GEVV
YouTube: https://lnkd.in/gtadmTpy