What happens when consumer expectations outpace industry change? When AI grows faster than regulation can keep up? When retail media becomes commerce media… and no one can agree on the label?

In this episode, we sit down with Gai Le Roy, CEO of IAB Australia and one of the most trusted voices in the industry, to make sense of it all.

From the early days of pop-up ads to the complexities of data ethics, Gai’s seen it all—and she’s not afraid to call out the contradictions, confusion, and opportunities hiding in plain sight.

If you're navigating retail media, wrangling with measurement, or just trying to explain AI to your team—this one’s for you.

In this epsiode, we cover:

• The data dilemma: Why consumer trust and transparency are the new currency—and how brands can earn it.
• Retail vs commerce media: Are we talking about the same thing? Gai unpacks the ongoing identity crisis.
• Measurement reality check: The promise of closed-loop reporting vs. what’s actually being delivered.
• AI in action: How AI could power cohort-based targeting, aggregated reporting, and a new era of attribution.
• Why Australia needs to stay scrappy: Gai's take on local innovation and the global tech arms race.
• Inside the IAB engine room: 13 councils and working groups, 5 key themes, and an industry that never hits pause 

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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In this episode, we’re joined by Jason Wescott, Global Head of Commerce Solutions at GroupM Nexus and Chair of the IAB Europe Retail Media Committee. With over 20 years of experience in media, e-commerce, and retail media, Jason has helped craft the industry's playbook—practically putting the final stamp of approval on its evolution.

We dive into the fast-changing world of commerce media, where retail and advertising are becoming one and the same. Jason shares insights from the UK and European markets, breaking down the rise of retail media networks, the power of offsite media, and why an integrated onsite-offsite approach is a game-changer.

But it’s not all smooth sailing. We tackle the tug-of-war between agencies and RMNs, the growing demand for data transparency, and the need for industry-wide measurement standards. This episode is one you can’t afford to skip.

What You'll Learn in This Episode:

• Retail Media’s Rise to Power: Once a niche, now a powerhouse. Retail media is fast becoming a core pillar of the marketing mix, commanding 30% of the overall marketing strategy
• The Offsite Media Boom: Why offsite retail media is set to hit 30% of total retail media spend in the next three years—and how brands can tap into its full potential
• Bridging the Gaps: How retail and commerce media bring siloed departments together to drive marketing momentum and maximise closed-loop sales.
• The Holy Grail of Marketing: How commerce and retail media are redefining closed-loop measurement, providing the ultimate link between ad spend and sales
• The Standardisation Struggle: The battle for transparency, accountability, and measurement frameworks, and how the IAB is stepping in to lead the charge.

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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In this episode of Commerce Media Matters, we sit down with Matt Prohaska—Founder, CEO, and Principal at Prohaska Consulting, and a veritable oracle of data monetisation and programmatic advertising. With 32 years of experience and a portfolio featuring giants like Walmart, United Airlines, and The Gap, Matt dives headfirst into the complexities of commerce media, offering sharp insights and bold predictions. 

From the pitfalls of last-click attribution to the untapped potential of identity solutions, Matt dissects what’s holding the industry back and what’s driving it forward. 

What you'll learn from this episode:

• Commerce Media’s Big Leap: Commerce media is breaking out of retail and charging into industries like automotive, travel, and finance. What’s driving this shift, and how will it shape the future?
• The Attribution Conundrum: Why the dominance of last-click attribution hinders fair measurement and optimisation and why it’s holding brands back.
• Cracking the Data Code: Why a one-size-fits-all approach to data won’t work. Companies need to embrace a mix of deterministic, probabilistic, and contextual solution to unlock deeper insights and better outcomes.
• Privacy and AI. A New Era: The cookie is crumbling, privacy laws are tightening, and AI is changing the game. What does it all mean for brands trying to navigate this new world?
• What’s Around the Corner for Commerce Media? A surge of new players, inevitable shakeouts, and a push for transparency. Matt’s predictions reveal the trends that will define the next chapter—including the rise of hybrid gardens.

About the guest:

Matt Prohaska, CEO and Principal, Prohaska Consulting, is a 31-year media veteran and consulting executive to leading digital media and advertising technology firms and executives.   

As head of award-winning Prohaska Consulting, Matt, works with CEOs, CROs, COOs, CFOs, and CTOs to drive revenue and/or reduce costs on a strategic and/or tactical level by improving sales, marketing, operations, product, and/or tech. 

Matt has contributed to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office in 1996.  In 2013, prior to launching Prohaska Consulting, Matt was Programmatic Advertising Director for The New York Times, leading more programmatic direct sales than any publisher in the world during his tenure.

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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Ok, 2025 is here—now what?

From AI-powered commerce to the meteoric rise of retail media 2.0, Nick and Paul explore the hottest trends, bold predictions, and groundbreaking innovations that are redefining how we shop, engage, and connect. 2025 is set to be a game-changing year for the industry, and this episode will challenge conventional thinking to bring fresh perspectives on what e-commerce and media could—and should—look like.

In this episode, we predict that:

• AI Will Steal the Show: From turning search into instant action to delivering seamless, personalized experiences, AI is going to set a new standard in commerce.
• Retail Media Will Enter Its Next Act: The era of retail media 2.0 will see premium formats, offsite media, and creative strategies rewriting the playbook.
• CTV Will Advance: Forget what you know about Connected TV - Commerce TV is the disruptor that's going to change the game.
• Customer Experience Will Become Non-Negotiable: Frictionless, hyper-personalized advertising is the bare minimum. Brands that can't keep up are about to become digital dinosaurs.
• The Future Will Unveil New Possibilities: AI that creates content? Shopping assistants that actually know you? Robots as your shopping buddy? What would the future hold for commerce media?

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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What was 2024 like in the world of Commerce Media?

It’s the grand finale of 2024! Join Nick Morgan and Paul Blackburn as they dive into a special year-end wrap-up of Commerce Media Matters. Take a trip down memory lane as they revisit their favorite conversations and unpack the biggest hits, misses, and game-changing moments that defined the year. From transformative trends to standout innovations, discover how 2024 reshaped the commerce media landscape—and what it means for the future.

In This Episode, We Reflect On:

• What is commerce media, really? A look back at how commerce media has grown from its origins to a vast ecosystem transforming how brands connect with consumers. Have we cracked the code, or is it still a work in progress?
• The voices that shaped our conversations:  Insights from Lance Eerhard on blending influencer-driven content, Joshua Lowcock on automation and first-party data, and Nick Smith, who redefined content-driven commerce with Medium Rare
• Bold moves in the commerce media space: From United Airlines’ leap with Kinective Media to CommBank’s foray into media networks, 2024 showed commerce media extends far beyond retail. 
• The highs and lows of 2024: What worked, what didn’t? From Google’s cookie saga, Australia’s groundbreaking social media laws, and bold partnerships like Walmart's acquisition of Vizio, this year brought big headlines and shake-ups. 

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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In this episode of Commerce Media Matters, we’re joined by the brilliant Lance Eerhard, CEO of BuyersCircle—a game-changing social eCommerce platform created by former Alibaba execs to empower e-Tailers and suppliers to connect with their social communities. With 30,000 sellers, 950,000 active shoppers, and a career that’s seen him in top roles at WooliesX, Dan Murphy's, and CUB, Lance knows a thing or two about transforming online retail and tapping into the power of the creator economy..

Social commerce is undeniably in its prime, and Lance dives into how creators are flipping the script on traditional affiliate and commerce models, turning trust and personalization into powerful tools that build real consumer loyalty. He shares why smaller, dedicated audiences can make a huge impact through influencers who truly “get” them—especially as consumers increasingly seek curated experiences that resonate with their values and identity.

In this episode you’ll get the lowdown on:

• The Affiliate Challenge: The digital world is no walk in the park, with razor-thin margins and an ever-diversifying consumer base. Lance reveals how BuyersCircle’s marketplace model is redefining the rules, empowering creators to set up their own stores and retain their hard-earned audiences within the content and environment they’ve crafted.
• Social Commerce's Bold Future: One-to-one interactions and live commerce are shifting the game, giving creators fresh ways monetize their content like never before.
• Retail Media and Cultural Diversity: Why connecting with Australia’s culturally and linguistically diverse communities is so important—reaching new audiences means embracing and understanding a variety of backgrounds and perspectives.
• A Brand Renaissance: Trust in big brands is making a comeback as consumers are drawn to companies that reflect their own values. Discover how this shift is shaping retail’s landscape.
• Specialty Retail's Rise: Consumers are done with generic—today, it's all about bespoke recommendations and shopping experiences that feel personal and genuine.

About the guest:

With a career shaped by key leadership roles at Woolworths, Dan Murphy's, and Carlton & United Breweries (CUB), Lance brings a forward-thinking perspective on the trends shaping the eCommerce sector. He joined BuyersCircle in April 2022, following his tenure as General Manager at Woolworths’ WooliesX, where he led innovative digital initiatives.

Lance actively contributes to the industry as an Advisory Board Member for the National Online Retailers Association (NORA) and as a Customer Advisory Group Member at Australia Post. 

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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In this episode of Commerce Media Matters, hosts Nick Morgan and Paul Blackburn sit down with the one and only Nick Smith, Managing Director of Medium Rare Content Agency, to crack open the secrets behind the explosive growth of retail media.

Nick’s portfolio is packed with some of Australia’s biggest brands—Coles, David Jones, Qantas, and more. But it’s not just about big names; it’s about big ideas. Nick reveals how Medium Rare has mastered the art of transforming retail objectives into irresistible content that audiences actually want to engage with. Whether it’s the wildly popular Coles magazine (read by over 5.2 million Aussies!) or Commonwealth Bank’s 'Brighter' magazine and TV series, Nick shows how the power of storytelling can turn everyday brands into consumer favourites.

In this episode, you’ll get the inside scoop on:

• Building Brand Trust: How brands like Coles, David Jones, and Commonwealth Bank are strengthening trust and loyalty through content-driven campaigns that truly resonate.
• Next-Level Content Ecosystems: How David Jones is redefining retail media through its Amplifier arm—and what brands can learn from this content commercialization powerhouse.
• Creating Consumer Loyalty: The reason why Coles Magazine is Australia’s most-read publication.
• Retail Media’s Secret Sauce: How delivering content in-store can drive real retail results.

Nick also shares his thoughts on the future of retail media, the rise of owned media ecosystems, and why brands need to think beyond traditional advertising to connect with today’s savvy consumers. If you’re in the business of making media that matters, this is one episode you don’t want to miss.

About the guest:

Nick Smith is the Managing Director of Medium Rare, Australia's leading content marketing agency. With over 20 years of experience, Nick is a highly respected publishing executive known for creating and delivering award-winning brand strategies, premium content, and digital communications. Before joining Medium Rare, Nick was the CEO of BURO.Global, a London-based digital publishing network, where he oversaw operations across 12 territories in Europe, the Middle East, and Southeast Asia. Prior to that, he served as Prestige & Lifestyle Director at News Corp Australia, leading iconic titles such as Vogue Australia and serving as Editor-in-Chief of GQ Australia.

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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In this electrifying episode, we chat with Joshua Lowcock, President of Media at Quad, an American marketing services company that helps brands make direct consumer connections across household, in-store and online with a range of marketing and media solutions. Joshua shares Quad's dynamic approach to putting clients first and driving business results through innovation and emerging tech, including their latest game-changer, In-store Connect.

In this episode you'll hear:

• How Quad’s In-store Connect is revolutionizing in-store experiences by blending traditional print with digital displays
• Insights on balancing creativity and AI-driven decision-making in media optimization, and the evolving role of humans in an AI-driven world
• Joshua’s take on data privacy and the impact of GDPR-like regulations in Australia, including the need for a united industry front to protect consumer rights while ensuring smooth business operations
• The key differences between the US and Australian markets and advice for Australian businesses looking to expand globally

If you’re looking to stay ahead in the world of Marketing and understand the future of data privacy and innovation, this episode is a must-listen!

About the guest:

Joshua Lowcock is an Australian digital media executive based in New York, currently serving as President of Media at Quad. Previously, he held key roles as UM’s Global Chief Media Officer, Chief Digital Officer, and Global Brand Safety Officer.

Currently, Joshua is a Non-Executive Director and Chair for AdVeritas (ASX.AV1) and has served on the boards of several public companies, including Accent Group (ASX.AX1), Cashrewards Ltd (ASX.CRW), and Prime Media Group (ASX.PRT).

Recognized by AdWeek, he was named one of the 50 most influential people in media and one of the 25 Media All Stars.

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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In the debut episode of Commerce Media Matters, hosts Paul Blackburn and Nick Morgan unravel the transformative power of commerce media in retail. Discover how commerce media can combat fragmentation in marketing and drive both brand and transactional results through innovative content and first-party data.

In this episode, you’ll discover:

• The concept of commerce media and its role in the retail industry.
• Key differences between commerce media, retail media, and shoppable content.
• The rise of retail media networks and how content brings together different networks.
• How shoppable media enables seamless transactions directly from ads and content.
• Strategies for achieving frictionless shopping experiences and transactable attribution.

If you’re looking to demystify commerce media and understand its full potential, this episode is for you!

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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Welcome to Commerce Media Matters – an all-new original show where Nick Morgan (CEO at Vudoo) and Paul Blackburn (Director of Commercial Data & eCommerce) take you on an insider’s journey through the dynamic world of commerce media, sharing the latest trends, perspectives, and insights to help you create marketing content and media that truly matters!

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 Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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