Madison and Wall Podcast Ep. 67: Super-Pod! With WPP Media’s Kate Scott-Dawkins, Nidhi Shah and Jeff Foster
Jan 16, 2026
Join Luke Stillman, a commerce and advertising contributor, alongside Nidhi Shah from WPP Media Intelligence, as they dive into the fascinating world of agentic commerce. They discuss how consumers may be hesitant to let AI agents take over shopping, the resilience of ad spending amidst strong bank earnings, and TikTok's exciting partnership for the World Cup. The conversation also explores the shifting dynamics in digital sports advertising, app advertising challenges, and the evolving creator economy—all packed with insightful predictions!
AI Snips
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Transcript
Episode notes
Agentic Commerce Won't Upend Big Retailers
- Agentic commerce is emerging but unlikely to immediately shift where most ad dollars flow.
- Retail media and large retailers like Amazon and Walmart will mostly retain incumbency while smaller retailers face greater disruption.
Search Is Still The Giant Opportunity
- Search remains an enormous revenue pool, roughly $270B this year by estimate.
- Even small shares captured by new entrants like OpenAI could be meaningful revenue while remaining tiny versus Google.
Retail Media Favors Endemic Advertisers
- Retail media tends to be dominated by endemic advertisers because commerce data is highly valuable.
- Non-endemics face hard returns on investment when competing for scarce retail ad inventory against CPGs and electronics.