IAB Europe's Retail Media Roundtable - Where Entertainment Meets Retail Media

In this episode, our Industry Development & Insights Director, Marie-Clare Puffett, sits down with Steve Lockwood, Head of Client Measurement Europe, and Josh Gray, Head of Global Commerce Product Strategy & Operations at TikTok, to explore how entertainment platforms are reshaping the retail media landscape.

Together, they discuss:

• How entertainment-driven discovery is transforming how people shop
• What “true cross-channel integration” looks like in practice for brands and retailers
• Why scale, attribution, and data interoperability are key to unlocking retail media’s full potential
• The opportunities ahead for a more connected, measurable, and creative commerce ecosystem