Eric Brackmann — Head of Commerce Media, Koddi
Published:
Commerce media is not a uniform, one-size-fits-all thing. There are vertical-specific things that need to be considered within each one of those categories. So the channels that those companies operate in, the language that they use, the metrics that they use, the frequency of purchases.
What does Eric Brackmann say on The Agile Brand with Greg Kihlström?
Eric Brackmann, Head of Commerce Media, Koddi, says: This interview with Eric Brackmann, Head of Commerce Media at Koddi, examines the maturation of commerce media and how brands should respond. Brackmann discusses the need for vertical-specific strategies, the synergistic role of AI and first-party data in improving customer experiences and operational efficiency, a shift toward outcome-based measurement beyond ROAS, and the importance of speed and adaptability in a rapidly changing commerce media landscape.
From: The Agile Brand with Greg Kihlström
Cite as: Eric Brackmann. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/eric-brackmann-commerce-media-is-not-a-uniform-one-size-fits-all-thing-th