Commerce Media Matters

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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. 22h ago

    The End of the Channel Mindset

    The shift from shopper marketing to retail media to commerce media reflects a much bigger change in the advertising ecosystem — one where first-party data, consumer signals, inventory, measurement and technology are becoming increasingly interconnected. Helen Johnson has watched that evolution from the brand side and now from the agency side. And one of her biggest messages is simple: “Stop treating it like a channel.” Because the real opportunity isn't adding another channel to the plan. It's changing how brands think about the choices available to them. Helen brings a fascinating perspective, having worked both inside a major FMCG business and now on the agency side. She talks about how dramatically the landscape has changed: from a handful of media touchpoints and broad demographic targeting to a world of first-party data, social, gaming, influencers, in-store screens, personalisation and real-time measurement. Helen also looks ahead to what's coming next – from AI-assisted commerce and LLM-driven product discovery to the eventual rise of agentic commerce – while making an important point: the technology may arrive before consumers are ready for it. It's a conversation about where commerce media is heading, but also about something more fundamental: how brands can navigate an increasingly complex ecosystem without losing sight of the consumer, the business objective or the role of creativity. In this episode, we discuss: Why commerce media has evolved from a channel into a broader strategic growth opportunity.How first-party data and commerce signals can drive everything from targeting to brand building.Why brands need to balance short-term performance with long-term brand growth.How AI-assisted and agentic commerce could reshape consumer discovery and purchase.Why the role of agencies is increasingly about cutting through complexity and finding the right solution. What you'll learn from this episode: Why commerce media shouldn't be treated as a channel Helen argues that the brands getting the most from commerce media are bringing it into strategy and planning from the start — rather than treating it as a bolt-on or separate pot of budget. How commerce signals can go beyond the bottom of the funnel First-party data isn't only about driving an immediate sale. It can help brands reduce wastage, sharpen targeting and even inform stronger brand-building activity. Why brand building still matters In an increasingly fragmented world, building long-term brand equity is harder — but no less important. As Helen puts it, “the short funds the long, but the long maximizes the short.” What AI-assisted commerce actually means From understanding how consumers use LLMs for product discovery to tracking brand visibility within those environments, AI-assisted commerce is already creating new challenges for brands. Agentic commerce may be next — but consumer adoption will determine how quickly it arrives. Why the best strategy starts with the objective, not the technology With new AI and commerce technology appearing constantly, Helen explains how brands and agencies can avoid chasing every new solution and instead start with the problem they actually need to solve. Big ideas from this episode: From channels to strategic choices. Commerce media shouldn't be treated as another channel or a bolt-on. As Helen puts it, “Stop treating it like a channel” — instead, it needs to be brought into the upfront strategy alongside every other choice a brand can make. The short funds the long. The long maximizes the short. Short-term performance and long-term brand building aren't competing priorities. Helen sums up the relationship simply: “The short funds the long, but the long maximizes the short.” The challenge is finding the right balance in an increasingly fragmented consumer journey. The tech will come before the consumer. AI-assisted and agentic commerce are developing quickly, but consumer adoption won't necessarily move at the same pace. Helen's warning is worth paying attention to: “The tech will come before the consumer adoption.” For brands, the opportunity isn't to jump on everything immediately — it's to understand what's coming, test what matters and be ready when consumer behaviour catches up. Creativity still needs a human edge. Data can sharpen targeting and inform decisions, but great creative isn't always found in another dataset. Helen's advice is to “find an insight that makes the hairs on your arm stand up.” That's where the creative opportunity starts — with a genuinely human understanding of the consumer. 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 End of the Channel Mindset

  2. Aug 24

    The Connected Commerce Era With Emma Newman & Babs Kehinde

    “The hook here is commerce.” That line from Emma Newman gets to the heart of a conversation that quickly moves beyond commerce media as a category and into a bigger question: what happens when the advertising ecosystem stops operating in silos? For years, media has been organised around channels — CTV, social, search, display, commerce. But consumers don't experience their journeys that way. They move between environments, platforms and devices, creating a growing need for more connected systems. Emma Newman and Babs Kehinde explore what it takes to connect media exposure to business outcomes — from moving beyond last-touch attribution and understanding incrementality, to building greater trust in the data and measurement behind the numbers. The conversation looks ahead to a more connected ecosystem where commerce, CTV, data and technology work together — and where AI could eventually change how advertisers interact with those systems. The future may not belong to the companies with the most data or the biggest platforms. It may belong to the companies that can connect everything. In this episode, we discuss: The shift from channels to connected systems — and what it means for an industry increasingly organised around the consumer rather than the channel.Commerce as a connective layer between media, data, inventory and consumer intent.CTV's move from attention to accountability — and the growing focus on commercial impactThe evolution of measurement and trust — including the need for greater transparency, interoperability and proof of what actually drove an outcome.What comes next as AI, new technology and more connected ecosystems reshape how advertising is planned, measured and executed. What you'll learn from this episode: Why the channel model is breaking down Consumers move fluidly between media, content, commerce and platforms. The next phase of advertising will need to do the same — connecting systems around consumer behaviour and business outcomes. Why commerce could become a connective layer Commerce brings together inventory, first-party data and consumer intent, creating new opportunities to connect media activity more directly to consumer action. Why advertising needs to move from attribution to proof The question is no longer simply whether an ad was seen or followed by a sale. Increasingly, advertisers want to know whether it actually made a difference — and how much of the outcome it influenced. Why trust will shape the next generation of measurement More data doesn't automatically mean better answers. Transparency, interoperability, independence, privacy and confidence in the methodology will become increasingly important as measurement becomes more connected. Why the future may belong to the connectors The opportunity isn't simply to collect more data or build another walled garden. It's to make intelligence accessible across systems and turn it into something advertisers can use to make better decisions. Big ideas from this episode: From channels to connected outcomes The next phase of advertising will be less about where an impression happens and more about how different touchpoints work together to influence behaviour and drive outcomes. “The winners in two years won't be the companies that aren't thinking channels. They'll be thinking in connected systems.” From measurement to proof As advertising becomes more accountable, the industry will need stronger ways to understand what genuinely contributed to a result — not simply what happened before it.  “Did my ad actually make any difference?”  That shift from attribution to understanding true commercial impact could fundamentally change how advertising effectiveness is measured. The future belongs to the connectors Technology will continue to evolve, but the bigger opportunity is connecting the ecosystem: data, platforms, media, commerce and measurement working together rather than in isolation.  “The real companies that will really stand out… are the companies that enable this interoperability.” The technology will change – The fundamentals won't AI, CTV, commerce, APIs and new forms of interoperability will continue to reshape the landscape but the central elements of advertising won't.  “There are fundamentals that won't change” Advertisers still need to drive results, and consumers still need to engage with brands.  The real opportunity is to use new technology to connect those fundamentals more effectively, while helping brands understand what actually worked. 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 Connected Commerce Era With Emma Newman & Babs Kehinde

  3. Aug 11

    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

  4. Jul 28

    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

  5. Jul 20

    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

  6. Jun 26

    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

  7. Jun 25

    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

  8. Jun 24

    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
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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.

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  • Creator
    Vudoo
  • Years Active
    2024 - 2026
  • Episodes
    42
  • Rating
    Explicit
  • Copyright
    © 2026 Commerce Media Matters
  • Show Website
    Commerce Media Matters