IAB Connected Commerce Summit - Preview

The upcoming IAB Connected Commerce Summit in NYC (September 17-18) promises to be a pivotal event, showcasing the latest trends and strategies shaping the retail media landscape. With over 30 sessions covering everything from privacy to measurement to shoppable experiences, attendees are in for a deep dive into the future of commerce.

Emerging trends and the path forward

• Data and Identity are King: As retail media networks (RMNs) expand, understanding and targeting high-value customers becomes paramount.
• Privacy is Non-Negotiable: The expansion of commerce media networks necessitates robust privacy practices. The IAB's new initiative will address these challenges, ensuring trust and compliance.
• Democratization of Retail Media: Access to retail media is expanding beyond major players, with strategies and innovations empowering even smaller businesses to leverage its power.
• DOOH as a Video Powerhouse: Digital Out-of-Home advertising is transforming the video landscape, offering new ways to reach and engage audiences.
• Cross-Platform Measurement is Key: Measuring success across multiple platforms remains a challenge and an opportunity.
• In-Store Data Attribution: Bridging the gap between online and in-store data is essential for omnichannel success. Leveraging first-party data and advanced analytics will be key.
• Retail Media Goes Beyond On-Site: The next wave of retail media will see a flattening of the funnel, with opportunities for brands of all sizes to leverage emerging channels.
• Shoppable Experiences Everywhere: The rise of shoppable ads and content is transforming the consumer journey, driving engagement and actionable signals for marketers.
• Omnichannel Opportunities Abound: The convergence of retail media with social and streaming platforms opens up new possibilities for reaching consumers at every touchpoint.
• The Phygital Experience: The blending of physical and digital experiences is enhancing the shopping journey. Loyalty data and advanced measurement will play a crucial role in understanding and improving the consumer experience.
• Digitizing the In-Store Experience: Localization and digital media are revolutionizing the in-store environment, creating seamless and personalized shopping experiences.
• Evolving Shopper Expectations: Consumer expectations are changing rapidly. The summit will explore how to adapt and create exceptional shopper experiences that drive loyalty.
• Modernizing Measurement & Incrementality: Cookie disruption and privacy legislation are reshaping measurement. The focus will be on innovative methodologies and first-party data to achieve media investment certainty.
• TikTok's Commerce Impact: The platform's influence on purchasing decisions is undeniable. Learn how TikTok is driving omnichannel sales and how to measure its impact.
• Unified Commerce Measurement: A cohesive approach to measurement is essential in the fast-changing retail media landscape. The summit will delve into strategies for unifying efforts and harnessing the power of incrementality.

Key takeaways

• Data, identity, and privacy will be central to the future of retail media.
• Measurement and attribution will continue to evolve, enabling more accurate assessment of campaign impact.
• The convergence of physical and digital experiences will reshape the shopping journey.
• Shoppable experiences and omnichannel strategies will be critical for brand success.
• The democratization of retail media will open up new opportunities for businesses of all sizes.

Not-to-be-missed sessions (IMHO)

There is a lot of great content and sessions this year which touch on the themes above, but if you can only pick a few to attend - these are the ones I would make sure you attend (in no order). If you can't attend IAB Connected Commerce - I'll be doing an article on the key takeaways.

Democratizing Retail Media: Expanding Access and Impact for All Businesses

Melissa Gallo from CVS Media Exchange (CMX)

Deepak Jose from 玛氏食品

Andreas Reiffen from Pentaleap / Crealytics

Theme: Democratization of Retail Media

Tue Sep 17 | 9:35am — 10:00am EST

This session will explore how retail media is becoming more accessible to businesses of all sizes. Learn how smaller businesses can leverage retail media to drive growth and compete effectively.

• Benefit for retailers: Discover new ways to attract and support a wider range of advertisers on your platform.
• Benefit for advertisers: Gain insights into how to leverage retail media even if you're a smaller business.

The Future of DOOH: Enhancing Your Video Buys with Digital Out-of-Home Advertising

Evan Hovorka from Albertsons Media Collective

Marlow Nickell from Grocery TV

Lauren L. Lavin from 群邑

Theme: DOOH as a Video Powerhouse

Tue Sep 17 | 11:05am — 11:30am EST

Learn how Digital Out-of-Home (DOOH) advertising can complement and enhance your video advertising strategy. Discover how to reach audiences in new and impactful ways and create a seamless brand experience across multiple touchpoints.

• Benefit for retailers: Learn how to integrate DOOH into your retail media offerings to attract more advertisers.
• Benefit for advertisers: Explore the potential of DOOH to reach consumers in new and engaging ways.

Attribution of In-Store Data: Bridging the Gap Between Merchants and Online Platforms

Paul Brenner from Vibenomics, a Mood Media company

Kavita Cariapa from dentsu

Kathryn Mazza from Hy-Vee, Inc.

Andy Murray from 盛世长城

Theme: In-Store Data Attribution

Tue Sep 17 | 1:50pm — 2:20pm EST

This session will address the challenges of measuring the impact of in-store media investments. Learn how to bridge the gap between online and offline data to gain a comprehensive understanding of your marketing efforts.

• Benefit for retailers: Discover how to leverage in-store data to demonstrate the value of your media to advertisers.
• Benefit for advertisers: Understand how to better measure the ROI of your in-store media campaigns.

One Year After Implementing Measurement Standards: Evaluating the Impact and Outcomes

Jill Cruz from Publicis Commerce

Christine Foster from Kroger

Theme: Unified Commerce Measurement

Tue Sep 17 | 3:40pm — 4:05pm EST

Hear from industry leaders about the progress made in establishing retail media standards. Understand the impact of these standards on the industry and learn how they can help improve the effectiveness of retail media campaigns.

• Benefit for retailers: Gain insights into how measurement standards can help you build trust with advertisers.
• Benefit for advertisers: Learn how measurement standards can help you make more informed decisions about your retail media investments.

Shoppable Experiences Everywhere

Raj Chauhan from Vudoo

Casey Harsh from KINESSO

Theme: Shoppable Experiences Everywhere

Tue Sep 17 | 4:05pm — 4:20pm EST

Explore the potential of shoppable ads and content to engage consumers and drive conversions. Learn about the latest technologies and strategies that are transforming the shopping experience.

• Benefit for retailers: Discover how to create shoppable experiences that keep customers engaged and drive sales.
• Benefit for advertisers: Learn how to create shoppable ads that drive action and deliver results.

The New Shopping Experience: Exploring Omnichannel Opportunities in Retail Media

Dominick Vangeli from NBCUniversal

Justin Miller from DoubleVerify

Elizabeth (Gianatasio) Cotogno from Kroger

Theme: Omnichannel Opportunities Abound

Wed Sep 18 | 9:30am — 9:55am EST

Delve into the relationship between retail media and popular digital channels like social and streaming platforms. Learn how changes in consumer behavior and technology are shaping the future of retail media.

• Benefit for retailers: Gain insights into how to leverage omnichannel opportunities to reach consumers across multiple touchpoints.
• Benefit for advertisers: Understand how to create a cohesive brand experience across different channels.

Connected Commerce: How The Move to Phygital Experiences Is Enhancing The Shopping Experience and Driving Insight-Based Change

Amy Worcester Lanzi from Digitas North America

Matthew Fantazier from Kenvue

Parbinder Dhariwal from CVS Media Exchange (CMX)

Theme: The Phygital Experience

Wed Sep 18 | 9:30am — 9:55am EST

Discover how brands can use loyalty data and advanced measurement capabilities to understand and improve the consumer experience. Learn how to create more personalized and relevant interactions with consumers.

• Benefit for retailers: Learn how to leverage loyalty data to build stronger relationships with customers.
• Benefit for advertisers: Understand how to use data to create more effective and targeted campaigns.

Revolutionizing Retail: Digitizing the In-Store Experience

Nick Ashley from Tesco Media and Insight Platform

Jennifer Leen Berglund from Once Upon a Farm

Elizabeth Marsten from Tinuiti

Theme: Digitizing the In-Store Experience

Wed Sep 18 | 11:50am — 12:15pm EST

Explore the latest trends in digitizing the in-store experience. Learn how localization and digital media planning principles are transforming the retail environment and enhancing customer engagement.

• Benefit for retailers: Discover innovative ways to create a more engaging and interactive in-store experience.
• Benefit for advertisers: Learn how to leverage digital technologies to reach consumers in-store.