MetaRouter may have cracked the code. Its clean-room-style approach lets brands run campaigns across multiple retail networks without exposing commercial secrets. The only constant is change. IAB leadership warned that consolidation is inevitable and agentic AI could accelerate disruption. Data is the new fuel. Clean rooms, first-party data strategies and privacy-safe attribution were recurring themes across nearly every panel. Think beyond holidays. Marketers were reminded that peak shopping moments aren't just Black Friday or the Super Bowl - commerce media now touches year-round cultural events.