Commerce Media Matters

Vudoo
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Step into the fast-paced world of commerce media with Nick Morgan, Founder and CEO at Vudoo, and Paul Blackburn, Chief Growth Officer of Vudoo. In each episode of "Commerce Media Matters," we decode the complexities of this ever-evolving landscape. From dissecting industry trends to interviewing top-tier professionals, we bring you the latest news, research, and insights in marketing, content, eCommerce, and retail. Whether you're a seasoned professional or just diving in, tune in for an engaging exploration of commerce media.

  1. 6 days ago

    The Centre of Gravity Has Shifted With Evan Shapiro

    Big Tech. AI. Creators. Commerce. Has the media industry misunderstood where power really sits? When Evan Shapiro returns to Commerce Media Matters, the conversation quickly moves beyond headlines into something much bigger. From AI infrastructure and the economics of Big Tech to creator businesses, Fox's evolving strategy and the future of commerce, Evan argues that the media industry continues to solve the wrong problems while technology companies keep investing in what comes next. The discussion explores why attention has shifted towards consumers rather than platforms, why today's AI business models may prove temporary, and why companies that understand investment—not optimisation—are likely to shape the next decade of media. In this episode, we discuss: Why Big Tech continues to out-invest—and outperform—traditional media.Why the real centre of gravity in media now sits with the consumer.What Fox is doing differently from almost every other traditional media company.Why creator businesses are entering a new phase of commercial maturity.Whether today's AI business models are sustainable.Why commerce may become the operating layer connecting media, creators and technology.What the next Media Universe could look like over the coming decade. What you'll learn from this episode: The consumer has become the new centre of gravity Media companies often think about platforms, channels and content. Evan argues the real shift has already happened—the centre of gravity has moved into consumers' hands, with the smartphone becoming the remote control for virtually every aspect of modern life. Big Tech wins because it invests differently Traditional media often optimises existing businesses. Technology companies invest years before profits arrive. Evan explains why this willingness to fund uncertain futures—not simply better products—has created an ever-widening gap between Big Tech and traditional media. Commerce is becoming media's connective layer As creators mature into businesses and media companies search for new growth, commerce is emerging as more than a monetisation strategy. The conversation explores why commerce could become the layer connecting content, advertising, retail media and consumer experiences across every platform. Big ideas from this episode: The Centre of Gravity Has Shifted The media industry has traditionally focused on owning channels, platforms and audiences. Evan argues that power has fundamentally shifted towards the individual consumer, with smartphones becoming the control centre for how people discover, consume and purchase across every aspect of life. For media companies, retailers and technology platforms alike, this means designing around consumer behaviour rather than legacy distribution models. “The center of gravity is in the consumer. Period. That’s just the truth.” Why Big Tech Keeps Outperforming Traditional Media One of the strongest themes throughout the episode is that the gap between technology companies and traditional media isn't simply about innovation—it's about investment philosophy. Evan argues that successful technology companies are prepared to invest years before profits materialise, while legacy media often focuses on extracting more value from existing businesses. “They also invest in the future in a way that media just never has.”  Rather than asking which company has the best product today, Evan suggests asking which companies are investing in where consumer behaviour will be tomorrow. The First Business Model Around AI Probably Won't Be The Last AI is often discussed as though today's winners are already established. Evan challenges that assumption, arguing that history repeatedly shows the first commercial model built around transformative technologies is rarely the one that endures. “The first business model around a technology is usually wrong. Now, search was right, but almost everything else was wrong.” From email and search to streaming, breakthrough technologies have typically evolved through multiple business models before reaching long-term commercial sustainability. Evan believes artificial intelligence is likely following the same pattern. Is OpenAI The Pets.com Of AI? Perhaps Evan's boldest prediction draws a parallel between today's AI boom and the dot-com era. His argument isn't that artificial intelligence lacks long-term value, but that the current commercial structure may prove unsustainable as investment expectations collide with economic reality. "Let me just make sure everybody understands this. OpenAI doesn't make money. Sam Altman is a liar, and they're never going to be profitable. That's going to be the pets.com of AI." Whether listeners agree or disagree, it's a thought-provoking challenge to one of the technology industry's most widely accepted narratives. Fox Is Quietly Reinventing Itself While much of the industry continues to focus on protecting traditional media assets, Evan points to Fox as one of the few established companies making deliberate investments in creator businesses, technology and new distribution models. Rather than defending legacy broadcasting, Fox appears to be positioning itself for the next era of media. “They go from being a broadcast company with cable offshoots and sports and things like that to being a technology company.” The discussion explores why Fox's strategy may offer valuable lessons for broadcasters, publishers and media owners looking beyond their existing business models. About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    The Centre of Gravity Has Shifted With Evan Shapiro

  2. 28 July

    The Next Commerce Media Opportunity With Alex Lawson

    Retail media has become one of advertising's fastest-growing sectors—but what if the biggest opportunities lie beyond traditional retailers? In this episode of Commerce Media Matters, Nick Morgan and Paul Blackburn sit down with media strategist and commerce media expert Alex Lawson to explore how the industry is evolving beyond its retail roots. Drawing on more than 25 years of experience across agencies, publishers and retailers, Alex shares why physical stores remain one of the most valuable media assets available, how specialist businesses and non-traditional organisations are beginning to embrace commerce media, and where AI is genuinely creating commercial value beyond the hype. From airlines and automotive to first-party data, measurement and commercial strategy, this conversation explores why commerce media is rapidly becoming much bigger than retail media alone. In this episode, we discuss: Why retail media is still widely misunderstood across ANZ.Why physical stores continue to outperform expectations as powerful media environments.How airlines, financial services and specialist businesses represent the next wave of commerce media.The role trust, intent and customer relationships play in building successful commerce media businesses.Why first-party data is becoming one of the industry's most valuable commercial assets.How AI is transforming optimisation and measurement—not replacing commercial decision making.Where Alex believes commerce media is heading over the next few years. What you'll learn from this episode: Retail media is only the beginning: Alex explains why the industry's future extends well beyond traditional retailers, with organisations such as airlines, financial institutions and specialist businesses increasingly well positioned to become commerce media businesses in their own right. Trust remains one of retail's greatest advantages: Consumers already trust retailers with their money, personal information and purchasing decisions. Alex argues that trusted environments create unique opportunities for brands to engage customers at moments of genuine commercial intent. AI's biggest impact isn't where most people think: Rather than replacing marketers or shopping on consumers' behalf, Alex believes AI's greatest near-term value lies in real-time optimisation, measurement and decision making—helping businesses make smarter commercial choices faster. Soundbites to listen out for: Commerce media's next growth opportunity “There's actually massive opportunity for that next level down of retailers who maybe can't or wouldn't invest to have their own operations and there's a play there. Back in that commerce media space, I think that's just the next ripe thing.” Why trust is retail's biggest advantage “Retailers have this incredible trusted environment which a brand should feel really, incredibly safe to be in as well. When you've got an audience that's sitting there with a commercial mindset already engaged, because they're shopping already... Why as a brand would you not want [to be there]?” Beyond the AI hype – From automation to optimisation “There are two things that certainly have the most potential value and payback within the retail media world. One of those is optimisation and the other one is measurement. … You couldn't do that without AI." Why buy-in matters more than budgets “You talk to store managers and they go, ‘I really don't understand this.’ And you say, ‘Well, here's the benefit back. Your store is now more profitable. You're selling more stuff and the media dollars are going up into the top of the company, which makes the company more stable and then you've got more chance of getting more staff and more investment.’” Retail media creates value after the spend "The bigger part is it's the benefit that that money has after the spending of it within the retail media side – that is the key.” Results– not media – change the conversation “Endemically, … not only are you bringing the value of the media there, because you're selling the media back to the supplier, but you're also selling results, which is good for everybody. And from a non-endemic perspective, it's this whole retail media is just for retail brands. And you're like, no, it's not. It's really, really past that.” About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    The Next Commerce Media Opportunity With Alex Lawson

  3. 20 July

    Rewind: The Signals Behind The Conversations

    Over six special Cannes Lions episodes, Nick Morgan and Paul Blackburn spoke with 19 senior leaders from across retailers, publishers, brands, agencies and technology companies. Each conversation explored a different challenge, different priorities, and different perspectives. But when viewed together, something much bigger emerged.  The same themes kept resurfacing. In this special Rewind episode, Nick and Paul distil those conversations into five industry-wide signals shaping the future of commerce media – from the resurgence of creativity and the evolution of AI, through to connected ecosystems, measurable business outcomes and the industry's growing maturity. Whether you've followed the entire Cannes series or you're joining for the first time, this episode connects the dots between the conversations – and reveals where commerce media is heading next. What you'll learn from this episode: Why creativity is becoming more valuable – not less As AI lowers the barrier to content creation, competitive advantage is shifting towards original thinking, trusted environments and memorable brand experiences. Stevie Antonioni, Nick Titmus & Natasha Wallace explore what that means for brands – and why creativity, trust and authentic experiences will be harder than ever to replicate. Why business outcomes have overtaken media metrics The conversation has moved beyond impressions and clicks towards incrementality, decisioning, measurement and genuine commercial performance. Regina Ye, Anna Checa Molins, Conor McKenna & Alice Anson discuss the metrics that now matter most, and how brands can better connect media investment to commercial results. Why AI has quietly become infrastructure Rather than debating AI itself, industry leaders are focused on how it enables better workflows, smarter decision-making and entirely new customer experiences. Alex Springer, Andreas Reiffen, Kunal Nagpal, Lou Barrett & Jessica Gilby unpack how that shift is changing everything from discovery and operations to the future of commerce. Why connected ecosystems are replacing isolated channels Consumers don't experience brands in silos—and neither should commerce. Success increasingly depends on connecting retailers, publishers, platforms and media into seamless customer journeys. Amie Owen, James Taylor & Cadi Jones examine what's required to build those connected ecosystems—and why interoperability is becoming a competitive advantage. Why commerce media has entered its next chapter The debate is no longer whether commerce media matters. It's how organisations build scalable operating models, connected experiences and measurable growth. Emma Newman, Babs Kehinde, Colin Lewis & Evan Shapiro share where they see the next wave of opportunity emerging—and how commerce is expanding beyond traditional retail environments. Why the strongest industry signals rarely come from one conversation When multiple leaders with different priorities independently arrive at similar conclusions, the patterns become difficult to ignore—and far more valuable than any single prediction. Nick Morgan & Paul Blackburn bring those themes together, connecting the biggest ideas and revealing what they mean for the future of the industry. About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    Rewind: The Signals Behind The Conversations

  4. 26 June

    Cannes Lions Ep 6: Trust, Creativity & Commerce

    AI is changing how consumers discover products. But as automation accelerates, trust has never been more valuable. Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Lou Barrett and Jess Gilby from News Corp Australia, Anna Checa Molins from McKinsey & Company, and Nick Titmus from SeenThis. Together they explore why trusted brands are becoming more valuable in the age of AI, how creators are reshaping media planning, why commerce media continues to mature beyond retail, and how creativity remains one of the biggest untapped opportunities in performance marketing. From AI agents and commerce journeys to premium publishing, retail media and trusted content, this episode explores what comes next as technology and human influence increasingly work together. What you’ll learn from this episode: Why trusted brands become even more valuable in an AI-driven world (Lou Barrett & Jess Gilby) As AI changes how people discover information, News Corp explains why trusted journalism, premium brands and authentic storytelling become even more important—not less. Why AI agents will automate routine decisions, but not human judgement (Anna Checa Molins) McKinsey explores where AI will fundamentally reshape marketing workflows, while arguing that creativity, strategy and major purchasing decisions will remain distinctly human. Why creativity is becoming the missing layer in commerce media (Nick Titmus) SeenThis explains why retail media has become highly data-driven, but still lacks compelling creative experiences that move consumers through the consideration phase. Soundbites to listen out for: "The brands are the original influencers." (Jess Gilby) "AI will manage the repeatable decisions—but humans will make the meaningful ones." (Anna Checa Molins) "The biggest opportunity in commerce media is creativity." (Nick Titmus) About the guests: Lou Barrett is Managing Director, Client Partnerships at News Corp Australia, where she works with Australia's largest advertisers to develop integrated media, content and commerce partnerships across News Corp's portfolio of premium brands. Jess Gilby is General Manager, Digital at News Corp Australia. She leads digital commercial strategy and innovation, helping brands navigate emerging technologies including AI, trusted publishing and evolving digital consumer behaviour. Anna Checa Molins is a Partner at McKinsey & Company, advising global organisations on growth strategy, AI transformation, commerce media and marketing operating models. She specialises in helping businesses redesign the way marketing and technology work together. Nick Titmus is VP of Commerce & Retail Media Partnerships at SeenThis, where he works with retailers, brands and agencies to deliver high-performance creative formats that improve digital experiences while extending commerce opportunities beyond traditional retail environments. About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    Cannes Lions Ep 6: Trust, Creativity & Commerce

  5. 25 June

    Cannes Lions Ep 5: The Next Interface

    AI may dominate the headlines, but the bigger shift is happening underneath. The boundaries between media, commerce, creators and technology are rapidly disappearing, creating entirely new ways for consumers to discover, engage and buy. Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Evan Shapiro (Media Cartographer & Founder, ESHAP), James Taylor (Founder & CEO, Particular Audience) and Colin Lewis (Director, Retail Media Works). Across three conversations, a compelling theme emerges: discovery is changing. From the rise of creator-led media and AI-powered retail experiences to the organisational challenges facing retailers and the continued evolution of commerce media, this episode explores how businesses must rethink the way consumers discover products—and where the next competitive advantage will come from. What you’ll learn from this episode: Why media, commerce and creators are rapidly converging (Evan Shapiro) The traditional boundaries between publishers, creators, retailers and platforms are disappearing. Evan explains why the future belongs to organisations that can connect audiences, content and commerce into one seamless experience. Why organisational speed is becoming the ultimate competitive advantage (James Taylor) AI isn't the biggest barrier to innovation—organisations are. James discusses why retailers must rethink how quickly they make decisions if they want to keep pace with rapidly changing consumer behaviour and technology. Why retail media is entering its next stage of maturity (Colin Lewis) Retail media is moving beyond experimentation towards long-term strategic capability. Colin shares why markets are evolving differently around the world and why experience, trust and adaptability will define the next chapter. Soundbites to listen out for:  "Creators are the next Warner Bros." (Evan Shapiro) "Retailers don't have an AI problem—they have an organisational problem." (James Taylor) "Experience is becoming more valuable than expertise." (Colin Lewis) About the guests: Evan Shapiro is an internationally recognised media strategist, analyst and creator of the influential Media Universe Cartographer. Through ESHAP, he advises global media, technology and entertainment companies on the future of content, distribution, advertising and commerce. James Taylor is Founder and CEO of Particular Audience, an AI-powered retail technology company helping retailers deliver intelligent product discovery, personalisation and merchandising experiences that improve customer engagement and commercial outcomes. Colin Lewis is Director of Retail Media Works and one of Europe's leading retail media strategists. He advises retailers, brands and technology companies on retail media transformation, digital commerce and the evolving relationship between marketing, media and retail. About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    Cannes Lions Ep 5: The Next Interface

  6. 24 June

    Cannes Lions Ep 4: Where Value Moves Next

    AI may be transforming marketing—but the biggest competitive advantage still comes from knowing where to create value. Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Stevie Antonioni (Managing Director UK, Adnami), Conor McKenna (Partner, LUMA Partners) and Alice Anson (Director of Digital Media, Nectar360). Across three conversations, a common theme emerges. As AI automates more of marketing, competitive advantage is shifting elsewhere—to premium media, better decision-making, stronger partnerships and building trust with consumers. From publisher monetisation and commerce media investment to retailer innovation and AI-powered decisioning, this episode explores where the next generation of value is being created. What you’ll learn from this episode:  Why premium media is making a comeback As advertisers become increasingly focused on outcomes, premium publishers are regaining attention. Stevie Antonioni explains why quality inventory, strong creative and trusted environments are becoming more valuable than simply buying the cheapest impressions. Why AI is moving beyond efficiency Conor McKenna argues that AI's first wave was about automating workflows. The next wave will focus on helping marketers make better commercial decisions, moving from efficiency to effectiveness. Why commerce media is becoming a strategic capability Rather than viewing commerce media as another advertising channel, the discussion explores how data, measurement and retailer relationships are transforming it into a broader business capability. Why retailers must choose what to build Alice Anson shares how Nectar360 approaches technology investment by focusing internal resources on areas that create genuine differentiation while partnering where it makes greater commercial sense. Why trust becomes more valuable as AI grows As AI increasingly shapes customer journeys, trusted brands, retailers and publishers will play an even more important role in helping consumers make confident purchasing decisions. Why partnerships are accelerating innovation Across every conversation, one message becomes clear: the organisations moving fastest aren't trying to do everything themselves. They're building stronger ecosystems through strategic partnerships. Soundbites to listen out for:  "Efficiency is table stakes. Effectiveness is where you differentiate." Conor McKenna explains why AI's biggest opportunity isn't simply reducing cost—it's improving commercial decision-making. "We've lost sight of what quality inventory actually is." Stevie Antonioni reflects on how years of programmatic buying have changed the value of premium publishing. "Build where you differentiate. Partner where you don't." Alice Anson shares the philosophy behind Nectar360's technology strategy. "Commerce media isn't another channel—it's a layer." A simple but powerful way of thinking about where retail media is heading. About the guests: Stevie Antonioni is Managing Director UK at Adnami, helping brands combine premium creative, attention and high-impact advertising across premium publisher environments. Conor McKenna is Partner at LUMA Partners, advising many of the world's leading media, marketing and technology businesses on investment, M&A and the future direction of digital advertising. Alice Anson is Director of Digital Media at Nectar360, leading digital media strategy, retail media innovation and technology across the Sainsbury's Group. About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    Cannes Lions Ep 4: Where Value Moves Next

  7. 24 June

    Cannes Lions Ep 3: When AI Becomes The Interface

    AI isn't just changing how we work—it's fundamentally changing how consumers discover information, evaluate brands and make purchasing decisions. Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Andreas Reiffen (Founder & CEO, Pentaleap), Cadi Jones (SVP EMEA, Index Exchange), Alex Springer (Director, Open Attribution) and Natasha Wallace (Global Chief Solutions Officer – Strategy, Planning & AI, Jellyfish). Across four conversations, a powerful theme emerges. AI is no longer simply a productivity tool sitting behind the scenes—it is rapidly becoming the interface between consumers, brands and content. From retail media infrastructure and programmatic advertising to attribution, transparency and brand strategy, this episode explores what happens when machines increasingly influence how products are discovered, compared and ultimately chosen. What you'll learn from this episode: Why AI is becoming the new customer interface Consumers are increasingly relying on AI to search, compare and evaluate products before making decisions. The discussion explores what this shift means for brands as machines become active participants in the customer journey rather than simply supporting it. Why simplicity will outperform complexity As AI capabilities accelerate, Andreas Reiffen argues that businesses don't need more disconnected AI solutions—they need fewer, smarter systems working together. The conversation explores why simplifying technology may become one of retail media's greatest competitive advantages. Why the open internet is becoming smarter Cadi Jones shares how AI is transforming programmatic advertising by helping publishers and advertisers make faster, more intelligent decisions. Rather than replacing people, AI has the potential to remove repetitive operational work so teams can focus on performance and strategy. Why transparency matters more than ever As AI begins creating, distributing and recommending information, Alex Springer explores one of the industry's biggest emerging challenges: preserving accountability, attribution and trust in an increasingly automated ecosystem. Why brands must start communicating with machines Natasha Wallace explains why product feeds, structured data and distinctive brand assets are becoming increasingly important—not just for consumers, but for the AI systems that are shaping recommendations and influencing purchasing decisions. Why the next competitive advantage is understanding AI—not fearing it Across every conversation, one message becomes clear. Organisations that understand how AI is reshaping consumer behaviour, media and commerce will be better positioned than those simply chasing the latest technology trend. Key Moments to Listen For: "There must be one brain." Andreas Reiffen explains why the future of retail media isn't more AI tools—it's a single intelligence connecting everything. "AI is becoming a distribution channel." Alex Springer explores why AI is no longer just a productivity tool, but a new gateway between brands, publishers and consumers. "Brands now need to communicate with machines." Natasha Wallace discusses why product information, brand assets and structured content are becoming critical in the age of AI-powered discovery. "AI should free people to do better work." Cadi Jones shares why the biggest opportunity isn't replacing marketers, but removing repetitive operational tasks so humans can focus on strategy. About the guests: Andreas Reiffen is Founder and CEO of Pentaleap, helping retailers simplify onsite retail media through AI-powered merchandising, unified ranking and intelligent commerce infrastructure. Cadi Jones is Senior Vice President, EMEA at Index Exchange, where she works with publishers, advertisers and technology partners to advance programmatic advertising and the future of the open internet. Alex Springer is Director at Open Attribution, leading conversations around AI transparency, attribution, content ownership and the governance challenges emerging as AI becomes a new distribution channel. Natasha Wallace is Global Chief Solutions Officer – Strategy, Planning & AI at Jellyfish, helping global brands navigate AI-driven marketing, digital transformation and the evolving relationship between brands, consumers and intelligent systems. About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    Cannes Lions Ep 3: When AI Becomes The Interface

  8. 23 June

    Cannes Lions Ep 2: Future of Commerce

    AI may dominate the headlines, but the real opportunity lies beneath the surface—building the infrastructure, intelligence and consumer experiences that will power the next generation of commerce. Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Regina Ye, CEO and Co-Founder of Topsort, and Kunal Nagpal, Chief Business Officer at InMobi. Together, they explore how AI is reshaping commerce from the ground up—moving beyond retail media towards connected commerce experiences, intelligent infrastructure and more personalised customer journeys. The conversation spans agentic commerce, retail media maturity, global innovation and why brands need to start thinking beyond campaigns towards continuous consumer relationships. What you’ll learn from this episode: Why AI is exposing the industry's foundations: AI may be dominating conversations at Cannes, but Regina and Kunal argue that its biggest impact isn't replacing marketers—it's exposing weak infrastructure. The businesses that have invested in strong technology foundations will be best positioned to take advantage of the next wave of innovation. Why commerce is becoming bigger than commerce media: Retail media has become one of the industry's fastest-growing sectors, but both guests suggest the conversation is rapidly broadening. Commerce is evolving beyond advertising and into a connected ecosystem where discovery, engagement and transactions become part of a single consumer experience. Why consumer experience is becoming the new competitive advantage: From hyper-personalisation to AI-assisted shopping, the future of commerce will be defined by brands that understand consumers better—not simply those that serve more ads. The discussion explores why relevance, trust and continuous learning will become increasingly valuable. Why infrastructure matters more than hype: As agentic commerce gains momentum, the conversation turns to what actually needs to happen behind the scenes. Building AI experiences requires connected data, interoperable systems and technology capable of supporting real-time commerce—not simply adding AI on top of existing workflows. Why the next generation of brands will think differently: Kunal shares why many emerging brands—particularly from China—are beginning to shift from competing on price to investing in long-term brand building. Regina reflects on how retailers are becoming more discerning buyers of technology as the industry matures. Why Cannes still matters: Beyond the conference itself, both guests describe Cannes as a place where ideas become partnerships, strategies become products and conversations become long-term industry change. It's less about predicting the future—and more about building it. About the hosts: Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience. Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences. Subscribe & Leave a Review: If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

    Cannes Lions Ep 2: Future of Commerce
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About

Step into the fast-paced world of commerce media with Nick Morgan, Founder and CEO at Vudoo, and Paul Blackburn, Chief Growth Officer of Vudoo. In each episode of "Commerce Media Matters," we decode the complexities of this ever-evolving landscape. From dissecting industry trends to interviewing top-tier professionals, we bring you the latest news, research, and insights in marketing, content, eCommerce, and retail. Whether you're a seasoned professional or just diving in, tune in for an engaging exploration of commerce media.

Information

  • Creator
    Vudoo
  • Years Active
    2024 - 2026
  • Episodes
    40
  • Rating
    Explicit
  • Copyright
    © 2026 Commerce Media Matters
  • Show Website
    Commerce Media Matters