Commerce Media Brand Summit

Concluding an amazing #BTSLive miniseries from the Commerce Media Brand Summit — a great conversation with Shawn McGahee from Roundel! One thing that stood out from Shawn’s perspective: 👉 The conversation is shifting back to brands and advertisers 👉 Less about the tech, more about real-world priorities 👉 And a clear move toward greater precision and maturity In particular, he called out something interesting: Measurement is having a renaissance in retail media. It’s no longer a side conversation — it’s at the center of how teams are thinking about performance, targeting, and investment. Watch the clip, then check out the full minisode here: https://lnkd.in/gkq9rEw5 #RetailMedia #Ecommerce #DigitalCommerce #CPG #BeyondtheShelf #Roundel

Our co-founder Tom Limongello recently attended the Commerce Media Brand Summit and the Point of Care Marketing Association's #POCNOW Summit - two very different spaces, but some clear, shared themes... Commerce Media: - Measurement is shifting from Return on Ad Spend (ROAS) to incrementality and cross-channel impact - Larger retail media networks with strong APIs are pulling ahead - New approaches (basket-level KPIs, collaborative bidding) are redefining performance Point of Care Media: - Still in its early stages with limited standardization and complex first party data access - Unique environment blending CPG-style screens with longer-form, high-attention content - Increasingly interesting as pharma media evolves beyond traditional TV The bottom line? 👉 Media is becoming more measurable and more context-driven, just at very different stages depending on the channel. #retailmedia #commercemedia #pharmamarketing #pointofcare

📊 Retail media measurement is improving, but there’s still a gap. In this BTS Live Minisode, recorded at the Commerce Media Brand Summit, David Feinleib talks with IAB's Collin Colburn about where things stand today. 👉 Incrementality is gaining traction 👉 Retailers are building stronger measurement capabilities 👉 But transparency is still lagging As Collin explains, brands are asking deeper questions: 👉 What data is going into these models? 👉 What assumptions are being made? 👉 How are results actually calculated? That next level of clarity is what will help move the industry forward. 🎧 Check out the clip, then catch the full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #IAB

⚡ AI isn’t just changing creative - it’s changing how teams operate. Perdue Farms' Jack Kneuper tells David Feinleib about how AI is driving real efficiency gains in performance marketing. 👉 Reports that used to take an hour 👉 Now done in minutes 👉 Across multiple retailers and networks The impact: more time for testing, strategy, and optimization. At the same time, Jack highlights an important balance — while AI is accelerating workflows, brands are still being careful about how it’s used in creative to maintain consumer trust. 🎧 Watch the clip, then listen to the full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #BTSLive #RetailMedia #Ecommerce #DigitalCommerce #CPG #CommerceMediaBrandSummit #PerdueFarms

This year marks a turning point for commerce media. What used to be a niche retail tactic has exploded into the de facto centerpiece of modern marketing strategies. Commerce media is no longer a channel. It’s an operating model. At Commerce Media Brand Summit this month, I had the privilege of kicking off the event with the above sentiment and moderating 2 rockstar panels: ⚡ "Building a Holistic Commerce Media Strategy That Achieves Cross-Team Success" - joined by Austin Trunnell, Celia Van Wickel, Julie Campbell and Katie McBrien ⚡ "Winning On A Flat Budget: Maximizing Brand Growth During Lean Times" - joined by TJ Hanel, Kelly McKay, Skye Frontier and Shaun Brown We explored major trends across Commerce Media: Trend #1: Commerce Media Is Growing… but Accountability Lags Trend #2: Data Is Abundant...but Alignment Is Scarce Trend #3: The Funnel Is Collapsing ...but Org Structures Haven’t Caught Up There was no shortage of takeaways: 💡 Connective tissue and one source of truth between cross functional teams is critical for success to be meaningful + holistic 💡 The brands with the biggest budgets won't necessarily be the ones that win - it's the orgs that are united in vision and embrace a collapsed funnel that will thrive 💡 Swinging too far to commerce media without building brand awareness will limit commerce media performance The big takeaway: no one team can win the year for an organization. Commerce, Brand, Ecomm, Sales, Finance and Measurement need to be in lock step and get behind holistic media strategies to maximize performance. We are helping our partners with these challenges day in day out and welcome the challenge to unite and address business challenges, not only singular campaign KPIs! #CMBC

📉 “The funnel is broken.” In the latest #BTSLive Minisode from the Commerce Media Brand Summit, David Feinleib sits down with Jack Kneuper from Perdue Farms to talk about what performance marketing looks like today: 👉 Touchpoints across CTV, social, retail media, and in-store 👉 No single path to purchase 👉 And more complexity than ever As Jack explains, success now depends on building a well-oiled system, where every channel and every piece of creative is performing at a high level. Because if one part breaks… the whole system feels it. 🎧 Check out the full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #CommerceMediaBrandSummit #PerdueFarms