Beyond The Shelf
This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E-Commerce success. You can join our mailing list and access more content at itsrapid.ai.
David's past guests have included: Bryan Gildenberg from the CPG Guys, Todd Hassenfelt from Colgate-Palmolive, Anne Zybowski from Circana, Randy Mercer from 1WorldSync, Jared Taitel from PepsiCo, David Novak from Salsify, Harvey Ma from Albertsons Media Collective, Carter Jensen from General Mills, Pam Perino from Ghirardelli Chocolate, and many more.
Beyond The Shelf
BTS Live from the Commerce Media Brand Summit: Collin Colburn (IAB)
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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.
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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com
Producer: Jake Musiker