Commerce media has become one of the fastest-growing areas of digital advertising, but is it time to think bigger?
In this episode of the IAB UK Podcast, James Chandler is joined by Denise Breslin, IAB UK's new Commerce Media Lead, and David Fieldhouse, Commerce, Media & Innovation Lead at WPP Media, to discuss why the industry is moving beyond the term retail media and embracing the broader opportunity of commerce media.
Together they explore how first-party transactional data is opening up new opportunities far beyond traditional retail, with sectors including travel, finance and marketplaces all becoming powerful commerce media players. They discuss the challenges of fragmentation, the need for better measurement and standards, and why the convergence of brand and commerce is changing the way advertisers think about media investment.
The conversation also looks ahead to the role AI will play in commerce media, from predictive modelling and agentic shopping to the growing importance of data collaboration. Plus, they consider where the UK sits on the global stage, why London continues to drive innovation, and what the next 12 months could hold for one of advertising's fastest-evolving disciplines.
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