Commerce Media Matters

Commerce Media Matters hosts Nick Morgan and Paul Blackburn welcome Kiri Masters onto the podcast to chat about all things retail media – or is it commerce media these days?That topic is the underlying debate of this episode, as IAB recently consolidated the definition and categorisation of commerce media.As a retail media pioneer, and fellow podcaster with her Retail Media Breakfast Club show, Kiri offers her expert insight into this new framework and challenges some preconceptions.These include questioning the relevance of ROAS as a success metric and whether retail media networks have reached a saturation point. As Kiri points out, these topics are not “zero-sum” and require nuance to unpack, rather than absolute statements.Agentic AI is also discussed, with varying degrees of caution for its potential impact. Kiri recognises it could be as much a friend as it is a foe; Nick sees it in the midst of the hype cycle, while Paul thinks it still has opportunities to bring benefits.What you’ll learn from this episode:Data defines commerce media: While opinions may differ over defining commerce media, the unifying factor is that it’s data-driven to achieve outcomes.Retail media’s continued rise and evolution: Retail media is no longer a niche for marketers – by extension, commerce media will become a standard “hygiene” factor for campaigns.Measurement beyond ROAS: defining retail media success through ROAS is flawed, as it doesn’t account for other campaign objectives, such as brand uplift.Agentic AI’s existential threat to retail media: AI and LLM platforms could potentially remove the exclusive advantage retailers have with their first-party data, and reduce monetisation opportunities.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!

Our Commerce Media Matters hosts, Nick Morgan and Paul Blackburn, take a look back on the biggest commerce media moments of 2025 so far.With Paul moving from publisher world to startup life at Vudoo, he brings insights from both sides of the industry. Nick puts him in the hot seat to unpack what went down on the Croisette during Cannes Lions –  from standout creative moments to commerce media’s growing influence on the global stage.They discuss the year’s big picture trends, laying out what they expect to see from retailers and marketers in the months and years ahead. Again, underpinning these changes is the continued importance of creativity: from the actual content itself to implementing new tools and strategies.Data, AI, TikTok, and targeting – all the hot topics are in this episode. And they’ll definitely be discussed in every industry event for a while yet.What you’ll learn from this episode:Creativity at Cannes and beyond: Creativity is the way to elevate brand messaging in retail and commerce media strategies, which can be unlocked with new tools like AI.Retail media’s continued rise and evolution: Retail media is no longer a niche for marketers – by extension, commerce media will become a standard “hygiene” factor for campaigns.Resetting targeting: marketers have access to a wealth of data and tools, but understanding the context in which to target is most important. Overtargeting can actually cause datapoints to conflict.New roles for agencies: While agencies at large are facing change and challenges, they still play vital roles in executing commerce media strategies.AI and SEO disruption: AI platforms have fundamentally changed the way consumers search and shop, requiring marketers to adapt by showing up closer to the point of purchase.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!

Alex Brownsell, Head of Content at WARC Media & Digital Commerce, enters the Commerce Media Matters booth to unpack the trends he’s observed and the industry directions he’s forecasted.From the rise of “commerce everywhere” to the ongoing frustrations around measurement and standardisation, one hot topic keeps showing up: the never-ending debate between brand and performance. Has the line finally blurred for good?As these trends play out, Alex believes that the industry still needs to solve some bigger challenges as the overarching commerce media phenomenon takes place. From budget shifts to new channels and measurement standards – especially data – there is still a lot of work to do.Be all ears for Alex’s findings to learn the A to Z and CTV of commerce media to prepare for the future of the industry.What you’ll learn from this episode:Where WARC Media sees global advertising and commerce shifts: the biggest growth is happening where media and commerce intersect, especially in retail, CTV, and social. Performance outcomes underlying commerce media: in times of economic uncertainty, tangible results – like commerce – still rule the roost.Commerce can happen anywhere and everywhere: new channels and technologies combined with the commerce media approach are unlocking opportunities previously unavailable.The growing need to value content quality and premium environments: there’s increasing pressure to prioritise premium environments as the industry moves beyond blanket CPM buying.The role of AI in reshaping performance and brand marketing: how AI is speeding up performance marketing while raising new challenges around creativity, transparency, and long-term brand growth.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!

How does a 187-year-old department store turn heritage, customer loyalty, and in-store experiences into a futureproof retail media business?In this episode of Commerce Media Matters, Nick and Paul are joined by Melissa Polglase, Head of Category Marketing and Retail Media at David Jones Amplify, who’s helping lead that very transformation. With brick-and-mortar no longer the sole destination for consumers to engage with brands or make purchases, retailers need to adapt and build omnichannel pathways to meet customers wherever they are. Melissa shares how David Jones is doing exactly that: tapping into its national store network, luxury brand partnerships, and rich customer data to build David Jones Amplify, a premium retail media offering. Listen closely as Melissa walks us through the ROPO behaviours shaping modern retail and what it takes to build a retail media network that’s not bolted on, but built in. In this episode, learn:The Amplify advantage: The journey of David Jones' retail media arm, Amplify, and how it’s redefining retail media through premium store experiences, integrated channels, and omnichannel innovationPlanning for impact: What brands need to know about using first-party data, segmentation tools, and customer insights to deliver more personalised, full-funnel campaigns—and how to align media investments with measurable outcomes through closed-loop attribution.Beyond the aisles: How retail media creates additional touchpoints across the buying journey, supporting research-online, purchase-offline (ROPO) behaviours both in and outside the store environment.Double the opportunity:  Where endemic and non-endemic brands fit, and why both are key to the retail media mixLearning from the best: What global leaders like Harrods and Nordstrom taught David Jones about building a premium media businessAbout 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!

We’re taking a brief detour from our regular commerce media track to tackle the topic du jour: AI.In this episode, we’re joined by John Blackburn AO—one of the leading voices in national security. As a strategic advisor to the AI CoLab Alliance in Canberra, John brings sharp insight into one of the most pressing and widely debated technologies of our time: AI.He explores the evolving relationship between humans and AI, a technology that’s rapidly transforming how we interact, communicate, and work. Rather than shying away from its complexity, he encourages us to look under the hood and better understand how AI operates. While he cautions against blind acceptance of its outputs, he reinforces that AI is most powerful when it enhances—rather than replaces—human intelligence.Hear from one of the most informed voices in the space as we unpack how AI is opening up new possibilities—and why approaching it with curiosity, responsibility, and a human touch will shape its most meaningful impact.What you’ll learn from this episode:Understanding bias within AI: John discusses how AI’s data inputs often reflect Western and male-centric perspectives, and why recognising these biases is essential to using AI effectively across different contexts and cultures.The current limitations of AI: While the technology is advancing quickly, AI still faces challenges like interpreting the temporal context of source material, necessitating the need for human oversight.The importance of human input: AI can be a powerful assistant, but it’s most effective when paired with critical thinking and human decision-making.How businesses can best use AI: From building trust to protecting user data, businesses have a key role in ensuring AI is used in ways that are both innovative and safe.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!

Grant Johnstone, Chief Marketing Officer at ACE Radio, enters the Commerce Media Matters booth to reflect on nearly four decades of being on the air. Contrary to popular belief, video has not killed the radio star. In fact, Grant argues audio is stronger than ever and has proven itself to be a powerful platform in the commerce media world. He explains that the format has evolved from “spots and dots” to a sophisticated medium that can influence buyer behaviour right up to the checkout.The formidable capabilities of modern radio should not be underestimated – if anything, it deserves fresh attention.Listen up to learn how leading brands are fine-tuning radio as part of their commerce media mix to execute effective campaigns that’ll stick in audience ears.What you’ll learn from this episode:Traditional media’s continued role in growing commerce media: the traditional format of broadcast radio and its established audience makes it a prosperous advertising platformRadio’s unique ability to influence consumer behaviour: how powerful audio call-to-actions can change behaviours in real time.The importance of creatives in effective advertising: attention is the ultimate currency in advertising and strong creative captures it.Respecting the advertiser-audience relationship: personalised advertising will help engagement but too much of it will see brands dropped like a hot potato.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!

What happens when consumer expectations outpace industry change? When AI grows faster than regulation can keep up? When retail media becomes commerce media… and no one can agree on the label?In this episode, we sit down with Gai Le Roy, CEO of IAB Australia and one of the most trusted voices in the industry, to make sense of it all.From the early days of pop-up ads to the complexities of data ethics, Gai’s seen it all—and she’s not afraid to call out the contradictions, confusion, and opportunities hiding in plain sight.If you're navigating retail media, wrangling with measurement, or just trying to explain AI to your team—this one’s for you.In this epsiode, we cover:The data dilemma: Why consumer trust and transparency are the new currency—and how brands can earn it.Retail vs commerce media: Are we talking about the same thing? Gai unpacks the ongoing identity crisis.Measurement reality check: The promise of closed-loop reporting vs. what’s actually being delivered.AI in action: How AI could power cohort-based targeting, aggregated reporting, and a new era of attribution.Why Australia needs to stay scrappy: Gai's take on local innovation and the global tech arms race.Inside the IAB engine room: 13 councils and working groups, 5 key themes, and an industry that never hits pause 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!

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 strategyThe 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 potentialBridging 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 salesThe 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.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!

In this episode of Commerce Media Matters, we sit down with Matt Prohaska—Founder, CEO, and Principal at Prohaska Consulting, and a veritable oracle of data monetisation and programmatic advertising. With 32 years of experience and a portfolio featuring giants like Walmart, United Airlines, and The Gap, Matt dives headfirst into the complexities of commerce media, offering sharp insights and bold predictions. From the pitfalls of last-click attribution to the untapped potential of identity solutions, Matt dissects what’s holding the industry back and what’s driving it forward. What you'll learn from this episode:Commerce Media’s Big Leap: Commerce media is breaking out of retail and charging into industries like automotive, travel, and finance. What’s driving this shift, and how will it shape the future?The Attribution Conundrum: Why the dominance of last-click attribution hinders fair measurement and optimisation and why it’s holding brands back.Cracking the Data Code: Why a one-size-fits-all approach to data won’t work. Companies need to embrace a mix of deterministic, probabilistic, and contextual solution to unlock deeper insights and better outcomes.Privacy and AI. A New Era: The cookie is crumbling, privacy laws are tightening, and AI is changing the game. What does it all mean for brands trying to navigate this new world?What’s Around the Corner for Commerce Media? A surge of new players, inevitable shakeouts, and a push for transparency. Matt’s predictions reveal the trends that will define the next chapter—including the rise of hybrid gardens.About the guest:Matt Prohaska, CEO and Principal, Prohaska Consulting, is a 31-year media veteran and consulting executive to leading digital media and advertising technology firms and executives.   As head of award-winning Prohaska Consulting, Matt, works with CEOs, CROs, COOs, CFOs, and CTOs to drive revenue and/or reduce costs on a strategic and/or tactical level by improving sales, marketing, operations, product, and/or tech. Matt has contributed to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office in 1996.  In 2013, prior to launching Prohaska Consulting, Matt was Programmatic Advertising Director for The New York Times, leading more programmatic direct sales than any publisher in the world during his tenure.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!

Ok, 2025 is here—now what?From AI-powered commerce to the meteoric rise of retail media 2.0, Nick and Paul explore the hottest trends, bold predictions, and groundbreaking innovations that are redefining how we shop, engage, and connect. 2025 is set to be a game-changing year for the industry, and this episode will challenge conventional thinking to bring fresh perspectives on what e-commerce and media could—and should—look like.In this episode, we predict that:AI Will Steal the Show: From turning search into instant action to delivering seamless, personalized experiences, AI is going to set a new standard in commerce.Retail Media Will Enter Its Next Act: The era of retail media 2.0 will see premium formats, offsite media, and creative strategies rewriting the playbook.CTV Will Advance: Forget what you know about Connected TV - Commerce TV is the disruptor that's going to change the game.Customer Experience Will Become Non-Negotiable: Frictionless, hyper-personalized advertising is the bare minimum. Brands that can't keep up are about to become digital dinosaurs.The Future Will Unveil New Possibilities: AI that creates content? Shopping assistants that actually know you? Robots as your shopping buddy? What would the future hold for commerce media?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!