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 Adobe DSP, Above Data, 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.
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How commerce media connects customers across retailers
Featured partners
- Adobe DSP – Phil Cowlishaw, Managing Director
- Above Data – Ben Webb, CEO and Founder
- 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
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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.
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