IAB’s Collin Colburn: Creators and Retail Media Need to Realize How They’re ‘Complementary’
· 4h ago · Originally reported by Beet.TV
Commerce media is at a definitional fork in the road. One path leads toward a world where commerce signals inform all forms of advertising. The other keeps it as a distinct vertical defined by first-party data, proximity to consumer experiences, and owned surfaces to monetize against. The IAB’s Collin Colburn thinks…
This is the outlet’s own summary while our desk writes an explainer. Read the full story at Beet.TV.
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Commerce media
Commerce media is advertising sold by any business with transaction or shopper data, such as retailers, delivery apps, travel sites, payment companies and banks, not only traditional retailers.
First-party data
First-party data is information a company collects directly from its own customers or audience, such as purchases, sign-ups, app use and site behaviour, through its own channels.
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