Melissa Burdick of Pacvue breaks down how commerce media is evolving beyond retail, why fragmentation is still the biggest challenge for brands, and how AI is reshaping product discovery across platforms. The conversation covers the rise of agentic commerce, Amazon’s dominance, and what the future of buying, measurement, and optimization looks like in a rapidly changing ecosystem. Takeaways Commerce media goes beyond retail and includes discovery, AI driven experiences, and new buying environments. Fragmentation across retailers remains a major challenge for brands managing multiple platforms. Amazon still dominates commerce media with the majority of market share. AI is shifting search from keywords to prompts and changing how products are discovered. Agentic commerce is early but expected to evolve significantly in the coming years. Incrementality in retail media is complex and difficult to measure accurately. Chapters 00:00 Intro + Marketecture Live recap 03:22 Startup showcase + guest intro (Pacvue) 06:58 Retail media vs. commerce media 10:42 Fragmentation + Amazon dominance 14:17 AI shopping, Rufus, and agentic commerce 20:11 In-store media + incrementality debate 25:11 AI in commerce and discovery shifts 30:00 AI campaign tools (Trade Desk, PubMatic, MiQ) 36:40 Publicis vs. TTD + transparency issues 45:34 Walmart, OpenAI, Meta, and future outlook Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 165: Melissa Burdick from Pacvue on the state of commerce media, plus TTD's continued woes 

Marketecture: Get Smart. Fast.

# Full Transcript

**Podcast:** Marketecture: Get Smart. Fast.

## Participants

- **Ari Paparo** (Marketecture Media, Inc.)
- **Eric Franchi** (Marketecture Media, Inc.)
- **Melissa Burdick** (Pacvue)

## Transcript

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All right. Welcome to the Marketecture Podcast. This is Ari Paparo. We're back. We were out last week at our busy event. Eric, you're back. We're back. Oh, we're excited to be here. Did you recover yet? Oh, man. Barely. What a two day event. And hats off to you and the team. It was incredible. I think it exceeded every expectation from the venue to lucking out with the weather to a thousand people in attendance for two days.

Yep. To Jeff Green closing out the show with you preceded by Lance Armstrong. I mean, like this was amazing, man. Thanks. Yeah, it really couldn't have gotten better. The venue was beautiful. The weather was beautiful. The next day after the event, after we had 70 degree weather, it was raining and hailing in New York. It was like we just got so lucky. And I hope everyone enjoyed themselves. We've gotten great feedback from the people who are there.

And you heard probably if you're a regular listener, the last Friday we put the Jeff Green interview on immediately followed by all kinds of breaking news about trade deaths that we're going to talk about later. This is being recorded on Thursday. On Monday coming up, we're going to broadcast the Terry Quaggia session, which was amazing. He was dressed like bad bunny and he has Spanish titles and it's really something to watch.

And and then we'll be kind of taking some of the best recordings and putting them on this podcast channel on Mondays and then also putting them on the Ad Tech God podcast. We don't listen to it. It's a great podcast. The Ad Tech God podcast sort of mixing and matching some of the best episodes. And then we'll put them all all the recordings on YouTube. So if you do want to watch them at your own leisure, they're not there yet. So we need a little time. We'll probably send an email to the list when everything is ready and kind of format and all that stuff.

Amazing. What was your highlight? Give me your highlight. I think that the Jeremiah Ouyang, who is our day two keynote, did a great job ...

Episode 165: Melissa Burdick from Pacvue on the state of commerce media, plus TTD's continued woes

Transcript

Built for investment professionals

Every day you wait, your competitors are finding
edge in conversations you're not hearing.

Episode 165: Melissa Burdick from Pacvue on the state of commerce media, plus TTD's continued woes

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.