Retail media is booming — but maturity isn’t evenly distributed. Lachlan joins Commerce Media Matters to cut through the hype and grey areas: misaligned incentives, messy data expectations, the “too many screens” problem, offsite extensions, and why we need better briefs, not more buzzwords. From IAB council work to hands-on network builds, he shares a pragmatic view on how retailers, brands, media agencies and tech partners can make retail and commerce media actually work together. What you’...
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Retail media is booming — but maturity isn’t evenly distributed. Lachlan joins Commerce Media Matters to cut through the hype and grey areas: misaligned incentives, messy data expectations, the “too many screens” problem, offsite extensions, and why we need better briefs, not more buzzwords. From IAB council work to hands-on network builds, he shares a pragmatic view on how retailers, brands, media agencies and tech partners can make retail and commerce media actually work together. What you’...
The Kingmaker of Content: How Stories Drive Sales with Nick Smith
Commerce Media Matters
25 minutes
1 year ago
The Kingmaker of Content: How Stories Drive Sales with Nick Smith
In this episode of Commerce Media Matters, hosts Nick Morgan and Paul Blackburn sit down with the one and only Nick Smith, Managing Director of Medium Rare Content Agency, to crack open the secrets behind the explosive growth of retail media. Nick’s portfolio is packed with some of Australia’s biggest brands—Coles, David Jones, Qantas, and more. But it’s not just about big names; it’s about big ideas. Nick reveals how Medium Rare has mastered the art of transforming retail objectives into irr...
Commerce Media Matters
Retail media is booming — but maturity isn’t evenly distributed. Lachlan joins Commerce Media Matters to cut through the hype and grey areas: misaligned incentives, messy data expectations, the “too many screens” problem, offsite extensions, and why we need better briefs, not more buzzwords. From IAB council work to hands-on network builds, he shares a pragmatic view on how retailers, brands, media agencies and tech partners can make retail and commerce media actually work together. What you’...
