IAB’s Collin Colburn: Creators and Retail Media Need to Realize How They’re ‘Complementary’

Commerce media is at a definitional fork in the road. One path leads toward a world where commerce signals inform all forms of advertising. The other keeps it as a distinct vertical defined by first-party data, proximity to consumer experiences, and owned surfaces to monetize against. The IAB’s Collin Colburn thinks both definitions are valid […]

Last updated Oct 12, 2026 by ATDb automated enrichment