What happens when a retail media network moves deeper into streaming TV? What exactly is incremental return on ad spend? And where does social media end when creator content starts showing up inside premium streaming?
In this episode of Commerce Media Minute, I’m following three very different rabbit holes that caught my attention this week—and sharing what I learned along the way.
In this episode:
- Walmart completes its acquisition of Vibe.co — bringing a self-service connected TV advertising platform into Walmart Connect and raising a bigger question about just how far commerce media can extend beyond retailer-owned properties.
- Understanding iROAS — Albertsons Media Collective’s work around incremental return on ad spend sent me down a measurement rabbit hole, including why the methodology behind the number may matter just as much as the number itself.
- Disney and TikTok blur the lines between social and streaming — a new content-sharing agreement will bring selected TikTok creator content into Disney+ through Verts, offering another example of how the boundaries between creators, social platforms and premium entertainment are changing.
These stories may seem unrelated, but each challenged the way I think about familiar categories: what counts as retail media, how we define advertising performance, and where one media channel ends and another begins.
If there’s one thing to remember this week, it’s this: the lines between retail media, streaming, social and commerce aren’t always as clean as they look—and neither is the measurement behind them.
Commerce Media Minute is an independent ShaunAyala.com production where I document what I’m learning about commerce media, retail media, advertising, AI, measurement, and the technology shaping the industry.
Hosted by Shaun Ayala.