Collin Colburn

Vice President, Commerce & Retail Media IAB

Collin Colburn serves as Vice President, Commerce & Retail Media at IAB where he leads the Commerce Center of Excellence. In this role, he drives innovation, education, and standards across the commerce ecosystem to help brands, retailers, and technology partners deliver better media opportunities, customer experiences, and business outcomes. Prior to IAB, Collin led Growth and Go-To-Market Strategy at Horizon Commerce and spent over a decade at Forrester, where he pioneered the firm’s performance marketing and retail media practice. He partnered with B2B and B2C CMOs to advance their marketing strategies, while also expanding Forrester’s Fortune 500 client portfolio. Collin’s insights have been featured in The Wall Street Journal, The New York Times, Digiday, and MediaPost. A popular industry speaker, Collin has keynoted global industry events in addition to being a quarterly guest on Bloomberg TV.

Day 2, Tuesday, March 10

12:00 PM Panel: From Measurement to Foresight: Turning Data Into a Cross Departmental Brand Strategy

Collecting data isn’t the hard part, but turning it into decisions, alignment, and organizational momentum is. This panel digs into how brands are using commerce media insights not just to optimize campaigns, but to influence product development, brand messaging, promotional strategy, and long-term planning. Hear from leaders who’ve evolved beyond dashboards and reporting to build insight-driven cultures where data becomes a shared language across marketing, finance, sales, and shopper teams. These are strategic frameworks that drive smarter forecasting, scalable experimentation, and better business outcomes across the enterprise.

Objectives:

Bridging measurement frameworks with brand, sales, and finance priorities to build consensus and accelerate decision-making
Informing future launches, promo cycles, and cross-channel investment decision by turning commerce media reporting into predictive insights
Building the right internal teams to turn measurement into actionable foresight

1:30 PM Keynote Case Study: IAB In-Store Retail Media Data

Check out the incredible speaker line-up to see who will be joining Collin.

Download The Latest Agenda