This episode is part of our BTS Live miniseries, featuring quick conversations recorded on the show floor at the WBR Commerce Media Brand Summit in Atlanta.

Dave speaks with Collin Colburn of the IAB about the next phase of retail media maturity.

As the space evolves beyond rapid growth, the focus is shifting toward omnichannel integration, improved measurement, and greater transparency.

Collin shares how brands are connecting retail media with channels like CTV and social, why incrementality remains a key priority, and how gaps in measurement transparency continue to hold the industry back.

He also highlights a growing opportunity around creative — as retail media expands beyond lower-funnel performance into full-funnel engagement.

Connect with Collin on LinkedIn

Follow Beyond the Shelf on LinkedIn

Learn More about It'sRapid

Is your PDP ready for AI? Get Your Free PDP Readiness Audit

Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker

BTS Live from the Commerce Media Brand Summit: Collin Colburn (IAB)