Collin Colburn

Is the honeymoon over for commerce media? After five years of what one industry leader calls “easy growth,” the sector now faces harder questions about sustainability, shared language, and whether it can truly integrate into the broader advertising ecosystem. With ad spend forecasted to exceed $150 billion across the US and Europe, according to IAB […]

Retail media’s promise lies in connecting digital campaigns directly to in-store sales, and the IAB is pushing industry-wide standards to make that link possible, says Collin Colburn, vice president of commerce and retail media at IAB. “The IAB is connecting digital campaigns to real in-store results through what we’re known for, which is standardization,” Colburn […]