Today I’m tackling a big shift that’s got everyone buzzing in the world of retail media. The IAB has just redefined the landscape, moving us from “retail media” to the broader, bolder umbrella of “commerce media.” What does this really mean? Is it just a new name — or are there real implications for brands, budgets, and how we measure success?

In this episode, I break down the new IAB definition, share brand-side perspectives from leaders at Hanes, Monster Energy, and Advantis Health, and explore why commerce media could unlock bigger opportunities (and headaches) for marketers. And yes, I even ask the question: should I be rebranding this very podcast? Grab your coffee and let’s dive in.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[0:00] - Launching the show as Retail Media Breakfast Club… but is it time for a name change?
[1:00] - Explaining the IAB’s new definition: what is commerce media really?
[2:08] - The six verticals under commerce media: from retail to travel, fintech, automotive, and beyond.
[3:25] - How budget sources might expand beyond trade to brand and performance dollars.
[4:23] - Why retail media still offers unmatched SKU-level attribution — and what other commerce media platforms lack.
[4:46] - Insights from Jason O'Toole at Hanes on reorganizing teams around connected commerce.
[5:30] - Ben Galvin from Monster Energy on testing non-retail platforms and the measurement challenge.
[6:36] - Ash McMullen from Advantis Health on first-party data’s rising importance for DTC brands.
[7:15] - My takeaway: beyond naming, brands are already thinking bigger — but pragmatism around ROI and data remains key.

Links & Resources

• Retail Media Unpacked: Commerce media (my article on WARC) - free for 7 days!
• IAB's July 2025 report, Defining Commerce Media and Its Ecosystem
• Follow Kiri on LinkedIn 
• Subscribe to Retail Media Breakfast Club's daily newsletter