#United States #New York City #IAB #Commerce Media #Connected Commerce

The IAB Connected Commerce Summit: A Turning Point in Commerce Media

The commerce media world is undergoing a remarkable transformation, evolving from distinctly separate retail media networks into a collaborative and fully integrated ecosystem. This new paradigm not only combines retailers, publishers, marketplaces, and social platforms but is also enhancing shopper experiences in unprecedented ways. To showcase this shift, the Interactive Advertising Bureau (IAB), a premier trade association in the digital advertising sector, is gearing up for its third annual IAB Connected Commerce Summit on September 9, 2025, in New York City.

At this pivotal event, industry leaders—including brands, agencies, platforms, media buyers, and other innovators—will gather to share valuable insights and effective strategies essential for navigating this rapidly changing landscape. David Cohen, CEO of IAB, emphasizes the importance of the commerce media concept, stating, "Commerce media isn't a silo anymore. It's at the center of how brands grow." This reflects a broader trend where brands, platforms, and retailers collaborate in unprecedented ways, focusing on performance, measurement, and personalization to push the ecosystem forward.

The summit will address key topics, including cutting-edge attribution models, the influence of AI, and the integration of in-store experiences with digital transactions. With themes like Smarter Measurement, attendees will discover methods to combat measurement fatigue through next-gen attribution. There’s an emphasis on transforming engagement into transactions with interactive ads, shoppable content, and innovations that enhance consumer experiences.

The role of AI in commerce media is also highlighted, as AI technologies are crucial in developing personalized and predictive media encounters. The summit will delve into how AI shapes consumer interactions, addressing the pressing expectation from shoppers for authenticity and value-driven approaches from brands.

Collin Colburn, IAB's Vice President of Commerce and Retail Media, notes, "As commerce media expands across marketplaces and shoppable media, the demand for innovative strategies and effective measurement frameworks increases. This year's Connected Commerce Summit will tackle the operational challenges while illuminating data-driven strategies for investment, driving innovation in commerce today."

Speaker Lineup and Agenda Insights

Attendees can look forward to sessions featuring prominent leaders from renowned companies such as Best Buy Ads, Costco, DoorDash, and TikTok. Topics at the summit include the future of commerce media, evolving brand strategies, the advantages of retail media networks, and the dynamics of in-store commerce integration with digital strategies.

With an extensive agenda filled with expert-led discussions, attendees will have the opportunity to engage and gain insights on evolving technology, discussed strategies, and market placement influenced by the integration of digital advertising and commerce.

The full-day agenda is structured to foster networking opportunities, featuring a variety of topics aimed at enriching knowledge surrounding commerce media's transformative power. Highlight sessions will include

• - Engagement Strategies: Understanding how shoppers react when guided by AI in their purchasing journey.
• - AI Implementation: Exploring new insights on the implications of AI on consumer behavior and buying processes.
• - Data Collaboration: Emphasizing the importance of measurement that transcends traditional commerce metrics.

In closing, the summit will equip participants not just to grapple with current challenges but also to prepare for a commodity landscape that's increasingly intertwined with technology, data, and evolving consumer expectations.

The IAB Connected Commerce Summit serves as a crucial platform for those aiming to innovate and adapt in the field of commerce media, ensuring that they remain at the forefront of industry developments.

About IAB

The Interactive Advertising Bureau is committed to empowering media and marketing sectors to thrive in the digital economy, comprising over 700 leading media firms, brands, agencies, and technology service providers. Founded in 1996, its headquarters are based in New York City, continually advocating for the value of digital marketing. Through rigorous research and public policy initiatives, IAB facilitates the growth and innovation needed for the industry’s evolution.