Marketing money as leverage over big tech

In this episode, Ricky Sutton of Future Media joins Commerce Media Matters for a blunt, unfiltered take on AI’s biggest impact on media since the internet, plus the monopoly era of Big Tech, and why the next phase of commerce will be defined by leverage – who controls the data, distribution, and ultimately the customer relationship. From publishers blocking bots to CMOs rethinking ad spend concentration, agent commerce, and the slow sunset of the dotcom era, this episode explores where opportunity still exists as the open web evolves into a more conversational, AI-driven commerce landscape.

What you’ll learn from this episode:

AI as the biggest media shift since the internet:
Why AI represents a once-in-a-generation change to media, advertising, and commerce — and how decisions made now will shape the next 20–30 years. The fight isn’t only product innovation; it’s distribution, infrastructure, and monopoly leverage.

Big Tech monopolies, regulation, and shifting power dynamics:
What antitrust action, global regulation, and geopolitical pressures mean for Google, Meta, Apple, and others — and why the next phase may involve tech giants competing harder with each other.

The sunset of the dotcom era and rise of conversational commerce:
How AI is shifting engagement from static websites toward audio, visual, and conversational interfaces — reducing friction and moving brands from “ranking on a page” to building real-time, two-way relationships.

Why publishers and brands need leverage in the AI era:
From blocking bots to negotiating content licensing, Ricky explains why controlling your data, content, and distribution channels will determine future negotiating power.

Retail media, AI commerce, and where the money flows next:
Why AI companies are prioritising high-yield commerce verticals like travel, beauty, automotive, and fitness — and what that means for retail media networks, advertisers, and publishers.

Content needs leverage:

If content is your most valuable asset, leaving it open on the web is like leaving cash on the street. Blocking bots — or licensing access — is how you regain negotiating power.

The biggest misconception: we’re powerless:

Why CMOs collectively hold more leverage over Big Tech than they realise — and it all comes down to where you spend your advertising. 

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

Subscribe & Leave a Review:

If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!