# Martin K.

Martin Kilp shares LinkedIn commentary on ecommerce and digital advertising, especially Snapchat campaigns, incrementality measurement, and emerging agentic commerce.

- Profile: https://b2binfluencer.marketing/creators/martin-k/
- LinkedIn: https://www.linkedin.com/in/martinkilp
- LinkedIn followers: 6,272
- Topics: artificial-intelligence, ecommerce, paid-ads, agentic-commerce, attribution
- Based on 15 dated posts, latest 2026-08-24

## Summary

Useful for LinkedIn posts explaining agentic commerce, Snapchat campaigns, and incrementality measurement to ecommerce and paid-media practitioners.

- Best for: B2B ecommerce software or measurement tools running a short LinkedIn post series.
- Not for: Consumer skincare or fashion short-form video campaigns needing on-camera demos and guaranteed consumer reach.
- Check first: Confirm audience analytics, sponsorship terms, and independence from Snap.

### Takeaways

- A four-point UCP readiness diagnostic for Shopify stores.
- Last-click reporting stops describing what happened once an agent completes the sale.
- Snapchat is an underpriced, measurable channel for ecommerce and retail advertisers.

## Main ideas

- **AI agents are becoming a buying surface, and the buy button is moving off the retailer’s site**: Martin Kilp treats AI assistants as commerce surfaces, not just places to discover products. When a shopper tells an assistant to buy something, the assistant must complete the transaction through the store’s checkout. A store that cannot accept the order loses the sale, no matter how good the ad or how fast the page loads. A related post reads OpenAI selling ads inside ChatGPT, measured on impressions rather than clicks, and a direct-to-consumer brand closing its own channel as further evidence that agent-mediated shopping optimises for price, speed and convenience, often sending shoppers to large retailers. The opportunity, the post argues, is for retailers to intercept that demand before it defaults to Amazon.
- **Last-click reporting stops describing what happened once an agent completes the sale**: These posts identify an attribution gap as the counterpart to agentic buying. An agent can bypass the landing page and pixel entirely, making a purchase driven by paid media appear in analytics as plain direct traffic. Martin Kilp argues that the question is no longer which channel took the last click, but which channels created incremental demand and improved the rest of the plan. The proposed response is to measure intent before the agent takes over and prepare product data so agents can find and transact.
- **Judge channels by incremental return and halo, not by the sale they appear to have taken**: Across these posts, the measurement priority is to surface value that last-click reporting hides, including the halo effect one channel creates across the rest of a media plan. Martin Kilp labels figures by what they actually measure rather than presenting them as universal benchmarks.
- **Snapchat is an underpriced, measurable channel for ecommerce and retail advertisers**: A cluster of posts argues that Snapchat delivers returns its share of spend does not reflect, and that the case can be proved with the right measurement. The claim is that the channel reaches trend-conscious audiences where they discover and buy, and that incremental results—not click counts—are the fair test.
- **Explain the platform change plainly, then reduce it to a short checklist**: Across these posts, the method is a teaching sequence, not commentary: open with a blunt statement that something has changed, translate the jargon into plain English, give two or four numbered implications, point to further reading, and close with a question. The deliberately short lists leave brands with actions they can take that week.

## Work to read

- [“The funnel you’re optimizing for is GONE” — agentic commerce and the attribution gap](https://www.linkedin.com/posts/martinkilp_agenticcommerce-marketingtrends-ecommerce-activity-7416610061394898944-3jQs)
- [A four-point UCP readiness diagnostic for Shopify stores](https://www.linkedin.com/posts/martinkilp_ecommerce-shopify-googleucp-activity-7416874258553008129-1Sg2)
- [“Performance marketing is getting harder to evaluate, not easier” — the Snapchat incrementality case](https://www.linkedin.com/posts/martinkilp_performance-marketing-is-getting-harder-to-activity-7497675021918552064-KC1r)
- [“Agentic commerce is officially here” — ads inside AI assistants and the retailer question](https://www.linkedin.com/posts/martinkilp_agentic-commerce-is-officially-here-openai-activity-7421973476497952770-zBdi)
- [Steve Madden on Snapchat — a results-led case study](https://www.linkedin.com/posts/martinkilp_steve-madden-success-story-snapchat-for-activity-7384254676675928066-BseO)
- [A recruiting post for open Snap Inc. sales roles](https://www.linkedin.com/posts/martinkilp_job-activity-7377073552144973824-Ry7S)

## Brand relationships

- **Snap Inc.** (disclosed_partnership)
- **WorkMagic** (disclosed_partnership)
- **Northbeam** (mention)

## Partnerships

Martin Kilp's posts show channel-side promotion and opinion, but no partnership or sponsorship offer, format specifications, rate card, media kit, disclosed sponsored placements or official inquiry route. Four posts explain or promote Snapchat-adjacent commercial themes: agentic commerce and Universal Commerce Protocol readiness, incremental measurement, and a Steve Madden results story. Two posts recommend measurement tools (WorkMagic, Northbeam) without disclosing sponsorship. A post dated 25 September 2025 lists open Snap Inc. sales roles and invites direct messages to learn about them; a post dated 24 August 2026 points to attendance requests for a Snap Inc. Performance Summit. Both are recruitment and event routes, not creator partnership routes. Before planning a campaign, ask directly whether Martin Kilp accepts sponsorships and what terms apply.

## Alternatives

- Tom Shivers: Choose Tom Shivers over Martin K. when a campaign needs a patient protocol explainer rather than a fast campaign hook. Tom Shivers walks through both the Universal Commerce Protocol and the older OpenAI-Stripe Agentic Commerce Protocol, explains how each is meant to keep the retailer as merchant of record, and lists concrete retailer setup steps such as structured product feeds, ACP checkout endpoints, delegated payments, and clean pricing, inventory, and fulfillment logic. That makes Tom Shivers a better fit for a sponsor selling feed management, checkout enablement, or catalog infrastructure: the argument is built around implementation detail rather than an ad-platform case study. Tom Shivers also offers a feed-readiness checklist as a working resource, which suits a lead-generation series that ends in an audit or demo.
- Reeto M.: Choose Reeto M. when the sponsor's product is incrementality measurement, attribution, or predictive CAPI, and the audience is growth and performance marketers who already run paid media. Reeto M.'s posts work through a live measurement problem in detail: a brand with over 50% returning-customer orders trying to isolate new-customer acquisition, with seven-figure monthly spend across Meta, Google, and affiliates; a two-cell A/B test of a predictive CAPI against an incumbent; and Meta's incremental attribution reporting as a way to optimize campaigns on estimated incrementality rather than platform-reported conversions. That is a closer match than Martin K. for a campaign that must demonstrate why blended new-customer CAC, marginal CAC, and LTV:CAC are the right scoreboard. The posts also name the operational setup, helping a sponsor show where its tool sits in the stack.
- Joe P.: Choose Joe P. when the sponsor needs a focus on product-data trust, feed compliance, and catalog operations inside agentic commerce. Joe P.'s posts make that case directly: one lays out the Google I/O 2026 alignment around the Universal Commerce Protocol, AP2, and Universal Cart, then argues that the missing layer is machine-readable trust and automated validation across Google, Meta, Amazon, and Shopify, and names FeedZip.ai as the infrastructure being built for it. The other is an operator story from iHerb in the early 2000s, describing how manual scanning, typing, and double-checking of roughly 20,000 SKUs built an accuracy system that still matters when the tools change. For a sponsor selling feed management, product-data quality, catalog compliance, or retail media integrity, Joe P. can speak to the exact failure mode—how inconsistent data redirects demand to a cleaner competitor—with both a current market argument and a firsthand operations anecdote.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/