Connecting Commerce in a Fragmented Media World

Retail and commerce media are growing fast, from retailer networks to shoppable formats across social, video and TV, but with that growth comes new complexity for marketers. In this episode, we're joined by Tom Richards, SVP of Global Product at MiQ , to explore how audiences now move seamlessly between watching, browsing and buying, often all at once, and why this shift is making the traditional funnel feel increasingly outdated. We unpack what it really means to plan in a channel-agnostic way, why fragmentation and silos have become the bigger challenge than unlocking new channels, and how interoperability is becoming essential for brands trying to drive performance and build long-term growth. We also look at the role AI can play as connective tissue across retail, digital and CTV data in helping marketers make better decisions, optimise campaigns more effectively, and unlock greater creative agility while activity is still live. Hosted on Acast. See acast.com/privacy for more information.

You can listen to Connecting Commerce in a Fragmented Media World online on Radio and Podcast. Open the player on this page to stream the available audio.

Connecting Commerce in a Fragmented Media World is an episode from The IAB UK Podcast by Tom.

This episode is 21:44 long.

This episode was published on Feb 11, 2026.

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