What Does Commerce Media Look Like Beyond Amazon? – Collin Colburn, IAB
Why most retailers need a different strategy than Amazon, and why disclosure may beat standardized measurement.
Why most retailers need a different strategy than Amazon, and why disclosure may beat standardized measurement.
Commerce media has become a $100B+ industry, but much of the conversation still assumes every retailer should build the next Amazon.
In this episode, Collin Colburn, Vice President of Commerce at the IAB, joins The Middlemen to discuss his new research, Building a More Competitive Commerce Media Ecosystem. We explore why most retailers need a different strategy than Amazon and Walmart, how interoperability and shared infrastructure can help smaller retailers compete, and why disclosure—not standardized measurement—may be the more realistic path forward.
This episode is brought to you by InStore Marketplace.
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