Tyler Brogan, guest contributor for IAB US News, writes that the IAB Connected Commerce Summit in New York City will set new benchmarks for industry growth. Scheduled for April 14, 2026, the summit aims to establish the technical frameworks necessary for performance in a crowded marketplace.
David Cohen, CEO of IAB, states that commerce media is now central to enterprise growth. This importance brings heightened expectations from advertisers. Cohen emphasizes that the industry must align on shared definitions across creative formats, measurement protocols, and attribution models to ensure long-term viability.
Accountability and Standards for RMNs
Retail media networks (RMNs) currently face pressure to prove the efficiency of their ad spend. Leadership from companies such as Criteo, Instacart, and Uber Advertising will join IAB experts to discuss industry incrementality and accountability.
The IAB identifies the lack of uniformity in performance reporting across platforms as a primary challenge. To address this, the IAB will unveil a new guide during the event titled Building a More Competitive Commerce Media Ecosystem. This resource helps networks differentiate themselves while maturing operationally to compete for performance-driven investments.
In-Store Media and Cross-Channel Activation
The scope of commerce media is expanding beyond the traditional "buy button" on a website. The 2026 summit agenda highlights the integration of in-store media and cross-channel commerce activation as critical growth levers. As retailers digitize physical environments, the ability to track the customer journey from a digital ad to an in-store purchase becomes a major competitive advantage.
Execution Through AI and Operating Models
The event also explores how AI-driven commerce reshapes the organizational structures of retailers and brands. Collin Colburn, Vice President of Commerce at IAB, suggests that the current era is defined by execution rather than experimentation. Technical complexity in modern commerce stacks requires new operating models that maintain transparency for brand partners.
As the industry gathers in NYC, the focus remains clear. For commerce media to scale, it must move away from proprietary metrics toward a standardized ecosystem that values verifiable business outcomes.
Range of Industry Participants
The summit features various participants, including Ace Hardware, Mondelēz International, Colgate-Palmolive, SodaStream, and 7-Eleven. This cross-industry representation reflects that commerce media serves as a cornerstone of modern retail strategy rather than a niche digital marketing tactic.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
