In this episode of The Business of Marketing, recorded live at Cannes Lions 2026, Justin Cooke sits down with Paul Blackburn, Chief Growth Officer at Vudoo, to explore the rapidly evolving world of shoppable media and commerce.
Paul explains why the next generation of advertising is about removing friction between seeing something and buying it while still protecting the consumer experience.
In the conversation:
Shoppable media: Turning existing advertising into an interactive shopping experience without forcing consumers to leave the environment they're in.
Commerce media: Why closed-loop attribution and measurable outcomes are becoming increasingly important.
The creator economy: Why influencers could become an increasingly important part of the transaction journey — not just the brand impression.
AI and commerce: The next opportunity could be conversational commerce, bringing product discovery and transactions into AI environments.
Trust: Why trusted retailers and familiar brand experiences matter when consumers are ready to buy.
From vanity metrics to outcomes: Why marketers need to focus on sales and transaction outcomes rather than simply impressions and media metrics.
The future of retail media: Connecting brands, retailers, publishers, creators and technology into one ecosystem.
A key quote from Paul:
“The next wave of AI is decisioning, personalisation and scale.”
A fascinating conversation about shoppable advertising, commerce media, AI, creators, trust and the future of how brands turn attention into transactions.
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