The full wallet view: What commerce media can see beyond a single retailer

by Experian Marketing Services 3 min read August 5, 2026

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.

Watch the conversation

How commerce media connects customers across retailers

Retail media vs. commerce media

Retail media is a solution within a single environment, whereas commerce media connects customer activity across retailers and all spending.

One shopper, one journey

Why on-site and off-site activity should be stitched together around the same consumer.

From proxies to incremental purchases

Why deterministic transaction signals can provide a stronger anchor for measuring real-world outcomes.

Walled gardens or open doors

How concentrated access can limit participation—and how federated models may expand access for smaller brands.

The say-do gap

Why more media is becoming shoppable, and why immediate incrementality still needs to be balanced with long-term brand building.

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

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.

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For more from Cannes Lions 2026, continue with another conversation in the series

What it takes to move patients from awareness to care

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