"At the IAB's Connected Commerce Summit in New York, Colin Colburn swapped acronyms for NFL analogies, laying out four principles (patience, simplicity, trust and smart standards) and unveiling new IAB initiatives designed to turn a breakout season into a lasting franchise. When Collin Colburn, VP of commerce and retail media at the IAB, opened the Connected Commerce Summit in New York, he didn't start with dashboards or data. He started with football. Specifically, the Pittsburgh Steelers."
"It might sound like an odd leap, but the six-time Super Bowl champions offer a surprisingly sharp analogy for a sector trying to turn hype into a sustainable franchise. As Colburn put it: "We're in week one of a long, grueling season. Growth has outpaced our industry's maturation and now we need to build for the long haul." Commerce media is already a $62bn business in the US and is projected to pass $100bn by 2028."
"The Steelers have had only three head coaches in 55 years. In a league addicted to churn, they stick to their system. "Not every campaign is going to be a Super Bowl winner and not every network will be Amazon - and that's OK," Colburn said. "The focus has to be on durable, customer-obsessed strategies that compound over time." To help, the IAB is releasing a new one-pager on demystifying incrementality, pushing the sector towards outcome-based measurement rather than short-term wins."
Commerce media in the US is a $62bn business and is projected to exceed $100bn by 2028. Confidence lags, with 72% of marketers rating retail media performance only "fair or good." Four principles—play the long game, simplify complexity, prioritize trust, and create smart standards—are presented as the foundation for sustainable growth. The industry should shift toward durable, customer‑obsessed strategies, shared playbooks and interoperable measurement, privacy‑forward identity approaches, and certification. The IAB is releasing resources, including a demystifying-incrementality one-pager, to promote outcome-based measurement, transparency, and long-term value.
Read at The Drum
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