Marketecture: Get Smart. Fast. Episode 165: Melissa Burdick from Pacvue on the state of commerce media, plus TTD's continued woes
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Mar 20, 2026 Melissa Burdick, co-founder and president of Pacvue, a commerce media operating system. She discusses how commerce media extends beyond retail into discovery and AI-driven experiences. Fragmentation across retailer platforms remains a top challenge. AI is changing search from keywords to prompts and spawning early agentic commerce possibilities.
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In-Store Media Lets Retailers Keep The Data Loop
- In-store media matters because most purchases still happen offline and retailers can close the online-offline loop.
- Melissa says retailers investing in in-store digital give them an advantage over Amazon by keeping transaction data and attribution in-house.
Measure Incrementality With Dedicated Models
- Build or use incrementality models because retailer measurement varies and holdouts are hard.
- Pacvue developed its own incrementality modeling and also partners with specialist vendors since retail identities and data differ by retailer.
Three Pillars Of Commerce Require Different Playbooks
- Segmenting commerce into discovery, retailer buying, and agentic commerce clarifies different playbooks.
- Melissa defines three pillars: discovery platforms (TikTok/Reddit), retailers with discovery+buy, and agentic LLM-driven commerce requiring ranking strategies.