Koddi on Agentic Commerce: Shifting Retail Media Focus to Decisioning Infrastructure
IAB EuropeJul 27·1 min readStrategy & Trends
AI Summary
Agentic commerce is reshaping retail media by shifting decision-making from users to AI agents, fundamentally altering the shopping journey. This evolution necessitates a move from optimizing pages and clicks to focusing on decisioning infrastructure that can understand intent, rank outcomes, and monetize in real-time.
⚡ Marketer Insight
As AI agents increasingly handle discovery and purchase, traditional optimization tactics for pages and clicks will become obsolete. The real battleground in retail media will be the decisioning infrastructure that powers AI-driven commerce.
#agentic commerce#retail media#ai in commerce#decisioning infrastructure
Original article
IAB Europe