Beyond Retail Media: Connected Commerce with Pacvue’s Tommy Burton

AdTechGod joined Tommy Burton, VP, Global Partnerships at Pacvue, to discuss the evolution of retail media, his experience at Amazon Ads, and how AI and automation are changing commerce. They explore measurement challenges, Amazon Business, agentic shopping, CTV, and what’s next for brands navigating the growing commerce media landscape. Takeaways: Retail media remains fragmented across platforms and retailers. Measurement continues to be a major challenge for brands. AI is making commerce data easier to access and understand. Automation helps advertisers save time and improve campaign performance. Agentic shopping is changing how consumers discover products. Commerce data is connecting branding, CTV, and performance marketing. Retail media is evolving toward a more connected commerce ecosystem. Chapters:00:00 Introduction00:13 Meet Tommy Burton, VP, Global Partnerships at Pacvue01:13 Tommy’s Journey Through Yahoo, AOL and Amazon02:44 Joining Amazon Ads and the Rise of Retail Media04:26 Key Lessons From Building Amazon DSP05:58 From Amazon to Pacvue08:06 What Pacvue Does for Brands and Agencies09:28 Is Retail Media Still in Its Early Stages?11:14 Fragmentation and the Retail Media Measurement Challenge13:09 How Pacvue Is Using AI14:58 Unlocking the B2B Opportunity With Amazon Business17:12 Automation, Reach and Conversion Results19:04 What’s Next for Commerce Media?19:35 Agentic Shopping and the Future of Product Discovery20:24 Connecting Media to the Point of Purchase21:12 CTV, Branding and Performance Marketing23:23 Why Commerce Data Could Break Down Media Silos23:56 Where to Connect With Tommy and Pacvue Learn more about your ad choices. Visit megaphone.fm/adchoices