Retail media gives one view of the customer. However, to scale, commerce media knows they need to have a holistic view of the customer. At Cannes Lions 2026, leaders from Above Data, Adobe DSP, Fetch, FreeWheel, Genius Sports, Grupo Bimbo, Navigator, PayPal, and PMG explored what this shift means for measurement, access to data and inventory, shoppable media, and long-term brand building. Watch the conversation below to hear how they define commerce media, what brands still get wrong, and where the space is headed.
Watch the conversation
How commerce media connects customers across retailers
Featured partners
- Above Data – Ben Webb, CEO and Founder
- Adobe DSP – Phil Cowlishaw, Managing Director
- Fetch – Emily Starer-Wallace, General Manager of Data Partnerships
- FreeWheel – Larry Allen, Vice President of Global Strategy, Data, Measurement, and Addressable
- Genius Sports – Saqib Mausoof, Chief Product Officer
- Grupo Bimbo – Catherine Berger, Vice President of Marketing Transformation and Services
- Navigator – Kristina Kaganer, Chief Product and Technology Officer
- PayPal – Jenna Griffith, Vice President of Global Ad Operations
- PMG – Chad Stoller, Global Head of Media
Want more conversations like this one?
Want to keep the conversation going? Connect with us to learn more about how commerce media helps connect customer activity across retailers and channels.
This is one of several conversations from Cannes Lions 2026 on how brands can use data, media, and technology to better understand and reach customers. Subscribe to our newsletter to receive our next Cannes conversation straight to your inbox, access all of our marketing insights, and hear from more industry leaders on connecting commerce activity to measurable outcomes.
For more from Cannes Lions 2026, continue with another conversation in the series
Contact us
Latest posts
Every brand wants to be part of the culture. Few know how to show up without crashing the party. The brands that get it right stay true to who they are, and the moments they create tend to stick long after the attention moves on. At Cannes Lions 2026, leaders from Alaska Airlines, Fetch, FreeWheel, Goodway Group, Grupo Bimbo, OAAA, PMG, Quan Media Group, Significant, The Weather Company, and Wpromote talked through what real cultural relevance looks like, from finding the right moments to keeping them alive long after the attention fades. Watch the conversation below to hear what it takes for brands to earn their place in culture. Watch the conversation How brands earn their way into cultural moments Build the strategy behind the creative A clear rationale helps bold ideas earn internal support and achieve the intended outcome. Make cultural relevance feel genuine A cultural connection lands when it reflects something people already care about, not when a brand forces it. Move quickly and stay true to the brand Teams create strong brand moments when they act on an opportunity without compromising the brand’s identity. Plan the second act Once attention drops, give people new ways to relive the experience and remain part of it. Read the early audience response Comments, shares, and other reactions can show whether an idea connects before campaign data offers a more complete view. Add value to the experience Brands earn attention when they give people something worthwhile, not when they simply place a logo in the moment. Featured partners Alaska Airlines – Eric Edge, Chief Marketing Officer Fetch – Emily Starer-Wallace, General Manager of Data Partnerships FreeWheel – Larry Allen, Vice President of Global Strategy, Data, Measurement and Addressable Goodway Group – Mike Wolk, Senior Vice President of Partnerships Grupo Bimbo – Catherine Berger, Vice President of Marketing Transformation and Services OAAA – Anna Bager, President and Chief Executive Officer PMG – Chad Stoller, Global Head of Media Quan Media Group – Brian Rappaport, Chief Executive Officer Significant – Jesse Unger, Co-Founder The Weather Company – AnneMette Bontaites, Vice President of Sales Wpromote – Deanna Cullen, Vice President of Media Investment Want more conversations like this one? Connect with us to learn more about how streaming media helps brands reach real people across every screen. This is one of several conversations from Cannes Lions 2026 on how brands can show up in culture with relevance that feels real. Subscribe to our newsletter to receive our next Cannes conversation, fresh takes on cultural relevance, and honest advice from industry leaders on how brands earn a real place in culture. Subscribe to our newsletter For more from Cannes Lions 2026, continue with another conversation in the series What it takes to move patients from awareness to care What commerce media can see beyond a single retailer What streaming media reveals about cross-screen viewing Contact us Latest posts
Watch leaders from Adobe DSP, FreeWheel, Madhive, Minerva, OpenX, and Pinterest at Cannes Lions 2026 discuss how streaming media connects viewers across screens.
Pharma marketing now runs across mixed-identity conditions. Learn how to keep DTC and HCP data separate while connecting signals across activation and measurement.