I built the products underneath commerce media and AI.
My talks start from inside the build and end with who pays for it.
Bring me the date and what the audience is already arguing about, and I’ll tell you which of these four it should be. I’m the right speaker for a room that already knows AI matters and wants to know what building with it actually takes.
Bio
My whole career has been spent building new businesses out of what a company already owns. The names changed as the industry did: data, then identity, then retail media, now AI. I’ve worked brand side at Coty and AB InBev and agency side at Publicis Media, where I was Head of Data and Measurement and retail media products.
At Publicis Media I conceived Publicis Warehouse, which connects retailer data to a brand’s own customer data. It went from idea to prototype in four weeks, I wrote the code, and it is still running. I built the clean-room framework alongside it, so a brand and a retailer can work on each other’s data while each keeps control of its own.
Before that I was at Coty, where I rearchitected ecommerce growth, and at AB InBev, where I launched the covid response programme. That was Save Pub Life, a marketplace that put pubs and their customers on one platform, live in three weeks. It won a PRWeek award and a One Show Merit in 2021, and Performance Marketing World put me on its 2026 Powerlist as a Full Stack Fortifier.
I’m a strategist who knows the code, and I write it when a strategy needs proving. On a stage that means I can tell an audience what a thing cost to build and whose budget line paid for it.
Topics
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Agentic commerce and what it changes
Agentic AI and automation are two different things, and most of commerce media, advertising sold on what a business knows about its customers, was built for a person doing the shopping.
An agent-mediated purchase changes each layer in a different way. Identity graphs resolve devices to people, and an agent isn’t one. Agent traffic that declares itself is filtered as general invalid traffic under the MRC Invalid Traffic Detection and Filtration Guidelines. Clean rooms match first-party data about people, and on-site retail media inventory assumes a shopper who browses.
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Who actually pays for commerce media
Commerce media draws on two budgets, trade and media, and it becomes a business the day someone owns the budget line.
Trade spend is negotiated annually with the retailer under trade terms. Media spend is optimised weekly against ROAS. An agent-mediated purchase draws on both and reports to neither.
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Building AI products in public
Most founders I talk to are working out whether they’ve built agents or very good automation. I build in public, and I say which one I’ve built.
The talk separates the model’s planning loop from the deterministic tools it calls, and covers how each is evaluated and what inference costs per task before the product gets a price.
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What it takes to build a category
The interesting part of building a category actually comes after the prototype: getting a whole organisation to sell something for the first time.
For retail media that meant a consented first-party data set, an identity layer that resolves shoppers across on-site and off-site inventory, clean-room access for brand partners, and measurement buyers accept. The IAB and MRC Retail Media Measurement Guidelines now set out what that measurement has to meet.
Select past opportunities
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2026
Experian content studio, Cannes Lions
Interview
What commerce media can see beyond a single retailer
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2026
pubX at Cannes
Fireside chat
Lunch session with Tom Triscari, Landmark Ventures
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2025
ATS London, ExchangeWire
Panel
Real-time data and the evolution of the marketer data tech stack
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2023
IAB Europe Industry Insider with PubMatic
Webinar panel
The evolution of commerce media in Europe
And more.
Booking
- Formats
- Keynote, conference talk, panel, moderating, fireside chat, interview, workshop or board session, podcast.
Contact
Or write to kristina@kristinakaganer.com