AI may be transforming marketing—but the biggest competitive advantage still comes from knowing where to create value.

Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Stevie Antonioni (Managing Director UK, Adnami), Conor McKenna (Partner, LUMA Partners) and Alice Anson (Director of Digital Media, Nectar360).

Across three conversations, a common theme emerges. As AI automates more of marketing, competitive advantage is shifting elsewhere—to premium media, better decision-making, stronger partnerships and building trust with consumers. From publisher monetisation and commerce media investment to retailer innovation and AI-powered decisioning, this episode explores where the next generation of value is being created.

What you’ll learn from this episode: 

Why premium media is making a comeback

As advertisers become increasingly focused on outcomes, premium publishers are regaining attention. Stevie Antonioni explains why quality inventory, strong creative and trusted environments are becoming more valuable than simply buying the cheapest impressions.

Why AI is moving beyond efficiency

Conor McKenna argues that AI's first wave was about automating workflows. The next wave will focus on helping marketers make better commercial decisions, moving from efficiency to effectiveness.

Why commerce media is becoming a strategic capability

Rather than viewing commerce media as another advertising channel, the discussion explores how data, measurement and retailer relationships are transforming it into a broader business capability.

Why retailers must choose what to build

Alice Anson shares how Nectar360 approaches technology investment by focusing internal resources on areas that create genuine differentiation while partnering where it makes greater commercial sense.

Why trust becomes more valuable as AI grows

As AI increasingly shapes customer journeys, trusted brands, retailers and publishers will play an even more important role in helping consumers make confident purchasing decisions.

Why partnerships are accelerating innovation

Across every conversation, one message becomes clear: the organisations moving fastest aren't trying to do everything themselves. They're building stronger ecosystems through strategic partnerships.

Soundbites to listen out for: 

"Efficiency is table stakes. Effectiveness is where you differentiate."

Conor McKenna explains why AI's biggest opportunity isn't simply reducing cost—it's improving commercial decision-making.

"We've lost sight of what quality inventory actually is."

Stevie Antonioni reflects on how years of programmatic buying have changed the value of premium publishing.

"Build where you differentiate. Partner where you don't."

Alice Anson shares the philosophy behind Nectar360's technology strategy.

"Commerce media isn't another channel—it's a layer."

A simple but powerful way of thinking about where retail media is heading.

About the guests:

Stevie Antonioni is Managing Director UK at Adnami, helping brands combine premium creative, attention and high-impact advertising across premium publisher environments.

Conor McKenna is Partner at LUMA Partners, advising many of the world's leading media, marketing and technology businesses on investment, M&A and the future direction of digital advertising.

Alice Anson is Director of Digital Media at Nectar360, leading digital media strategy, retail media innovation and technology across the Sainsbury's Group.

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

Subscribe & Leave a Review:

If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!