"MetaRouter may have cracked the code. Its clean-room-style approach lets brands run campaigns across multiple retail networks without exposing commercial secrets. The only constant is change. IAB leadership warned that consolidation is inevitable and agentic AI could accelerate disruption. Data is the new fuel. Clean rooms, first-party data strategies and privacy-safe attribution were recurring themes across nearly every panel. Think beyond holidays. Marketers were reminded that peak shopping moments aren't just Black Friday or the Super Bowl - commerce media now touches year-round cultural events."
"Retail media is dead - long live commerce media. The old "basket-based" definition is giving way to a vision where every screen, stream and channel can drive shoppable moments. Intuit is watching closely. QuickBooks is already a hub for millions of SMBs - and while no product exists yet, the logic of commerce media being extended to small business software is tantalizing. United Airlines wants to turn seatbacks into storefronts. Screens at 30,000ft are being reimagined as connected commerce opportunities."
Commerce media expands shoppable moments beyond basket-based retail media to any screen, stream, or channel. Small-business platforms like QuickBooks are emerging as potential new commerce hubs. Airlines and retailers are converting unconventional touchpoints, from seatbacks to connected storefronts. New retailer ad units and brand-owned channels emphasize tech heritage, creative reinvention, and data-driven strategies. Clean-room approaches enable cross-network campaigns while protecting commercial secrets. Consolidation and agentic AI pose disruptive risks. First-party data, privacy-safe attribution, and year-round cultural moments are central to planning and measurement. Creative is resurging as brands pair sharper creative with smarter data targeting.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]