""The uncomfortable truth [the IAB's new commerce media report] starts from: The market cannot sustain hundreds of undifferentiated commerce media networks.""
""In-store media has to move beyond experimentation. Pilots don't earn brand dollars. Reliability does.""
""2025 was about committing to our journey. This year is about not turning back when the going gets tough.""
""Over the next 24 to 36 months, every network that doesn't make a deliberate strategic choice will have one made for them - by advertisers, by consolidation or by quiet irrelevance.""
The IAB's 2026 Connected Commerce Summit highlighted the retail media industry's need for maturity and strategic decision-making. Collin Colburn emphasized the dangers of unrealistic optimism and the necessity for networks to differentiate themselves. He noted that the market cannot support numerous undifferentiated commerce media networks and that in-store media must evolve beyond mere experimentation. The next few years will be critical for networks to make deliberate choices or risk being sidelined by advertisers or market consolidation.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]