Commerce Media's Day Two: The Agentic Shelf and the Measurement Reckoning

Retail media is now a $100 billion industry. Collin Colburn, VP of Commerce and Retail Media at the IAB, says we’ve entered commerce media's "day two" –  the era where operational integration, interoperable measurement, and the arrival of the agentic shelf matter more than launching another network.

We unpack why brands started calling retail media a tax, why Collin says we should blow attribution up, and whether an ad-supported agent can stay trustworthy.