Episode

Commerce Media's Day Two: The Agentic Shelf and the Measurement Reckoning

Podcast: Future Commerce
Published: Aug 5, 2026
Duration seconds: 2637
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Canonical source: https://www.futurecommerce.com/podcasts/commerce-medias-day-two-the-agentic-shelf-and-the-measurement-reckoning
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Summary

Retail media is now a $100 billion industry. Collin Colburn, VP of Commerce and Retail Media at the IAB, says we’ve entered commerce media's "day two" – the era where operational integration, interoperable measurement, and the arrival of the agentic shelf matter more than launching another network. We unpack why brands started calling retail media a tax, why Collin says we should blow attribution up, and whether an ad-supported agent can stay trustworthy.