News
From breakout to growing pains: commerce media hits its awkward phase
3+ day, 18+ hour ago (959+ words) At IAB Connected Commerce, David Cohen and Collin Colburn warn that without standards, focus and transparency, rapid growth could quickly turn into fragmentation. IAB CEO David Cohen At the opening of IAB Connected Commerce, David Cohen did not talk about…...
The (lead) generation gap: what today's B2 B outreach looks like " and how to do it better
1+ day, 16+ hour ago (325+ words) Most B2 B outreach fails not because of effort, but because of misunderstanding " of buyers, channels and what actually drives replies. Watch "The Outreach Fix" for straight answers to the questions sales and marketing teams are getting wrong. One in five…...
Best Buy's next commerce media play: prove every dollar works
3+ day, 7+ hour ago (1122+ words) The retail media network built on a vast store footprint is evolving its offer, using new analytics and testing frameworks to connect in-store experiences with measurable growth. When The Drum last caught up with Best Buy Ads in January, the…...
B2 B has a coherence problem and Europe is where it's being exposed
3+ day, 15+ hour ago (770+ words) As Fiona Mc Kenzie steps into the role of president at Marketbridge Europe, she argues that fragmented go-to-market models are holding B2 B brands back, and Europe is forcing a rethink. Fiona Mc Kenzie steps into the role of president at…...
Goodway's Briana Finelli on commerce media's next phase: less hype, more discipline
4+ day, 8+ hour ago (909+ words) At IAB Connected Commerce, the VP of commerce media argues that the industry has outgrown its "black box" era. The real challenge now is applying standards, choosing the right signals and bringing performance rigor to a maturing market. At IAB…...
83% of retail media campaigns can be gamed on i ROAS. Here's how
3+ week, 5+ day ago (578+ words) New research quantifies what many in retail media suspected " that methodological choices alone can swing incremental i ROAS by 6. 5x. Commerce media columnist Kiri Masters argues the industry needs more curiosity and less comfort. Liz Roche has sat in rooms where…...
Molly Hjelm on why commerce media works when retail comes first
2+ week, 2+ day ago (218+ words) Ace Hardware retail media lead Molly Hjelm, juror for The Drum Commerce Media Awards, shares why data, collaboration and proof of value are shaping the next phase of retail media. That alignment is not always in place. "There's a lot…...
RMNs own their destiny with in-store retail media
1+ week, 2+ day ago (982+ words) Retailers like Walmart and Costco understand media & merchandising alignment is critical, write Andrew Lipsman & Jonathan Hopkins. Retail media networks (RMNs) are apparently facing an existential crisis amid the rise of agentic commerce. A recent study by Bain and Emarketer found…...
Half of us now use AI search (and half of "traditional search traffic" is at risk)
6+ mon, 3+ day ago (509+ words) Research from Mc Kinsey describes a "readiness gap," with users flocking to AI search and brands lagging behind. AI is taking yet more ground - how can brands shift their focus as it comes to dominate search? A report out of…...
Checkout data meets You Tube scale: what Kroger's deal with Google unlocks for retail media
2+ week, 3+ day ago (554+ words) The largest grocery-only retailer in the US is taking its first-party purchase signals into You Tube, linking what people watch directly to what they buy " in a retail first that removes some much needed guesswork from retail media. Retail media…...