When every screen is measured against outcomes, media can no longer hide behind scale. Episode two of All Media Is Commerce Media explores how accountability is reshaping TV, creative and emerging channels.
For decades, screens were judged by reach and resonance. Now, they are judged by results.
Episode two of All Media Is Commerce Media explores what happens when traditionally ‘non-commerce’ channels (TV, creators, entertainment) are pulled into the accountability economy.
From the opening minutes, it’s clear that television is ground zero.
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“Television is where the punctuation mark is,” says Linda Cronin, executive vice-president of global media at Monks. “Marketers should really be focused and ready for agent-to-agent buying in the TV landscape across platforms, making sure they break down their silos from an investment standpoint.”
Retail data now feeds CTV optimization. In-store conversion signals improve digital planning.
“Advertisers are hungry to spark sales and they’re looking to media types and channels that can help drive the maximum impact,” says Khurrum Malik, vice-president of business and product marketing at Walmart Connect. “If you can take an in-store conversion or an online conversion and use that information to run a better CTV campaign, a better display campaign and use that to drive even more sales and impact – that’s how retail media evolves to be all digital media and media.”
As accountability rises, creative becomes more than messaging.
“Creative has become the primary lever for performance,” says Cronin. “We need more content. We need more creative. Of course we do. But it needs to be more relevant.”
Dynamic feeds, real-time optimization and AI-driven inference now sit at the heart of execution.
“Real-time inference wasn’t possible before this AI revolution,” says Nikhil Raj, founder and CEO of MetaRouter. “In real time inferring what the customer is trying to do on your website or your app – right at the first mile.”
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Episode two closes with a warning and a challenge. “The question for retailers is twofold,” says Mark Grether, senior vice-president and general manager at PayPal Advertising. “What does it mean for me to represent myself in an LLM? And how can I turn every touchpoint that I have of the consumer, even on the open web, into a shoppable moment?”
The tools are ready. The signals are there. What remains uncertain is whether brands – and media organizations – are structurally ready to operate in a world where every screen is accountable.
Commerce media is moving fast. The Drum Awards for Commerce Media are here to recognize the work keeping pace – and setting the standard. Join us in Miami in April as part of The Drum’s year-round Commerce Media program. Learn more and enter.
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