The Retail Media Playbook: What You Need to Know with Jason Wescott

In this episode, we’re joined by Jason Wescott, Global Head of Commerce Solutions at GroupM Nexus and Chair of the IAB Europe Retail Media Committee. With over 20 years of experience in media, e-commerce, and retail media, Jason has helped craft the industry's playbook—practically putting the final stamp of approval on its evolution.

We dive into the fast-changing world of commerce media, where retail and advertising are becoming one and the same. Jason shares insights from the UK and European markets, breaking down the rise of retail media networks, the power of offsite media, and why an integrated onsite-offsite approach is a game-changer.

But it’s not all smooth sailing. We tackle the tug-of-war between agencies and RMNs, the growing demand for data transparency, and the need for industry-wide measurement standards. This episode is one you can’t afford to skip.

What You'll Learn in This Episode:

• Retail Media’s Rise to Power: Once a niche, now a powerhouse. Retail media is fast becoming a core pillar of the marketing mix, commanding 30% of the overall marketing strategy
• The Offsite Media Boom: Why offsite retail media is set to hit 30% of total retail media spend in the next three years—and how brands can tap into its full potential
• Bridging the Gaps: How retail and commerce media bring siloed departments together to drive marketing momentum and maximise closed-loop sales.
• The Holy Grail of Marketing: How commerce and retail media are redefining closed-loop measurement, providing the ultimate link between ad spend and sales
• The Standardisation Struggle: The battle for transparency, accountability, and measurement frameworks, and how the IAB is stepping in to lead the charge.

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.
  
  

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