The trade body IAB UK has appointed Denise Breslin as its new Commerce Media Lead. The move comes at a time of rapid expansion for the sector, which recently recorded a 32% year-on-year growth in digital ad spend. Breslin will report directly to James Chandler, Chief Strategy Officer at IAB UK.
According to the IAB, the appointment is a strategic response to the maturing commerce media market. Breslin is tasked with developing shared standards, measurement frameworks, and interoperability protocols. These initiatives aim to provide advertisers with the transparency and consistency needed to scale long-term investments.
Shifting from Retail to Commerce Media
The association also confirmed a shift in terminology, moving from "retail media" to "commerce media." This change reflects the diversification of the industry. Beyond traditional retail, businesses in sectors such as aviation, hospitality, and financial services are now leveraging first-party data to build advertising propositions.
Focus on Data and Standardization
The latest market data underscores the urgency of Breslin's new role. As the fastest-growing segment of digital advertising in 2026, commerce media relies heavily on the integration of AI and first-party customer relationships.
James Chandler noted that while the growth is "extraordinary," it brings significant operational challenges. The industry currently lacks a unified measure of success, which can lead to fragmentation. Breslin’s primary focus will be uniting members to establish best-practice frameworks that bridge the gap between different platform ecosystems.