Beyond the Funnel: What it Actually Takes to Unify Commerce Media

Wednesday, September 23, 2026 12:20 PM to 12:40 PM · 20 min. (Europe/Berlin)
Innovation Stage
Lecture

Information

Most commerce media programs are still built for a funnel that no longer exists. Brands run upper-funnel awareness on one platform, mid-funnel consideration on another, and conversion on a third, measuring each in isolation and losing the connective tissue between them. That fragmentation has a cost: budget waste, duplicated targeting, and a lack of insight into how commerce media actually drives the business. This session brings together Commerce Media Works and Pacvue to unpack what full-funnel commerce media strategy looks like in practice. Attendees will walk away with:
  • Actionable insights on building a more connected approach across the funnel
  • A practical framework for connecting upper-funnel and lower-funnel investment so each stage informs the next
  • Tips for how to reframe measurement around business outcomes rather than platform-specific metrics
  • Real examples of what “full-funnel maturity” looks like in practice
Session Language
English
Topics
E-CommerceAdvertisingRetail Media
Stages
Innovation Stage
Day
Sept. 23
PacvueHall 7.1 A015Pacvue is the leading commerce acceleration platform that integrates retail media, commerce management and measurement. The company’s first-to-market platform drives incrementality, profitability and market share for brands, while turning insights into actionable recommendations. Backed by a global team of experts, Pacvue works with over 70,000 brands and agencies across 95+ retailers worldwide including Amazon, Walmart, Target and Instacart. With the incorporation of Pacvue’s enterprise solution with Helium 10 for SMBs, Pacvue is now the most comprehensive commerce and retail media platform available in the market. Founded in 2018, their global presence includes locations in Seattle, New York, Los Angeles, Washington DC, London, Shanghai and Tokyo. For more information, visit www.pacvue.com.

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