The Middlemen Podcast by Nextipedia

What Does Commerce Media Look Like Beyond Amazon? – Collin Colburn, IAB

Explore how commerce media can evolve beyond the Amazon model through interoperability, in-store media, and new industry standards.

Tom Limongello & Todd Sawicki

Commerce media has entered a new phase. After years of chasing the Amazon playbook, retailers are beginning to confront a different reality: not every network needs to become a media giant to succeed. In this episode, we explore what comes next with a discussion on interoperability, shared infrastructure, in-store media, and the role of industry standards in creating a more competitive ecosystem.

We also examine one of the industry’s biggest debates: should commerce media standardize measurement at all? Rather than forcing retailers to adopt the same attribution models, ROAS calculations, and incrementality methodologies, we discuss why standardizing disclosure may be a more practical path—giving brands the transparency and data they need while allowing retailers to preserve their unique approaches. The result is a conversation about how commerce media can continue to grow beyond the first wave of retail media without simply trying to recreate Amazon.

What Does Commerce Media Look Like Beyond Amazon? – Collin Colburn, IAB - YouTube

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What Does Commerce Media Look Like Beyond Amazon? – Collin Colburn, IAB The Middlemen Podcast

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