IAB US | Beyond Retail Media: The Next Evolution of Commerce Media

Commerce media is rapidly evolving beyond its retail roots, reshaping how brands connect advertising investments to consumer behavior and business outcomes. Opportunities for marketers to innovate how and where they get in front of consumers are growing, but it is also becoming more complex. New commerce media networks are emerging. Commerce capabilities are spreading across all of digital advertising. And AI is transforming how consumers discover, compare, and even purchase products.
This session will explore the global trends shaping the next chapter of commerce media, from the expansion of commerce media networks and the convergence of media channels to the growing importance of measurement, differentiation, and AI-driven shopping. Attendees will leave with a clearer understanding of where the industry is headed, what challenges could slow its progress, and what these shifts mean for the future of marketing.