News & views
Where precision meets persuasion in commerce media
Beet.TV Flight to Cannes Series, 2025
Suzanne Irving
President of Integrated Investment and Client Solutions at OMD USA
Commerce media is entering a new phase–where precision and persuasion converge. In her conversation with Beet.TV, Suzanne Irving, President of Integrated Investment and Client Solutions at OMD USA, discusses how privacy shifts, digital shopping behaviors, and new measurement frameworks are redefining how brands drive performance.
Irving highlights how real-time feedback loops and closed-loop reporting are transforming retail media from a niche tactic into a full-funnel strategy–one that connects brand storytelling with measurable outcomes. As commerce media expands beyond search and display into video, social, and offsite partnerships, she underscores the importance of interoperability, transparency, and organizational readiness to unlock its full potential.
