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

Page: https://stenobird.com/podcast/future-commerce-570770/commerce-media-s-day-two-the-agentic-shelf-and-the-measurement-reckoning
Text version: https://stenobird.com/podcast/future-commerce-570770/commerce-media-s-day-two-the-agentic-shelf-and-the-measurement-reckoning.md
Podcast: [Future Commerce](https://stenobird.com/podcast/future-commerce-570770)
Published: 2026-08-05T11:00:00+00:00
Episode link: https://www.futurecommerce.com/podcasts/commerce-medias-day-two-the-agentic-shelf-and-the-measurement-reckoning
Audio file: https://dts.podtrac.com/redirect.mp3/afp-935226-injected.calisto.simplecastaudio.com/fed613f6-db08-4178-9009-bc6bae8658fc/episodes/0b6485f2-be8d-4720-8ad4-ec8e9cef16b7/audio/128/default.mp3?aid=rss_feed&awCollectionId=fed613f6-db08-4178-9009-bc6bae8658fc&awEpisodeId=0b6485f2-be8d-4720-8ad4-ec8e9cef16b7&feed=hQ2eLzNW
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Duration seconds: 2637

## Resource

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.

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## Transcript

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