Retail media. Performance TV. Social commerce. Agentic commerce.
By melissaburdick · September 9, 2026 · Curated by George's Blog
Retail media. Performance TV. Social commerce. Agentic commerce.
Four categories that barely existed as ad channels a few years ago. Today, they're capturing spend faster than most people ever would have predicted.
What do they have in common? Media and commerce happening in the same moment, on the same screen, for the same customer.
That convergence, more than any single platform, is the real story of the market right now.
It's also the throughline of The CMO's Guide to the Future of Commerce Media, which Pacvue co-authored with retail media analyst Andrew Lipsman.
What you'll take away from it:
✔️ Why the traditional funnel hides spend that most MMMs miss
✔️ How upper- and lower-funnel performance stack up across platforms like Amazon and TikTok
✔️ The Commerce Grid framework for eliminating the Silo Tax, the hidden cost of running media, retail, and ops as separate systems
✔️ Why ROAS alone can't tell you which channels are working
✔️ The three moves every CMO needs to make before 2027
"Until CMOs measure incremental outcomes across the commerce ecosystem, budgets keep defending the org chart instead of following the shopper. The brands that win in 2027 won't have the most touchpoints, they'll have the fewest gaps." - Danny Silverman, EVP, Full Funnel Commerce, Market Performance Group
Click the link in the comments to download your copy.