Beyond Retail Media: Connected Commerce with Pacvue’s Tommy Burton

What the episode covered

Tommy Burton said PacVue helps brands plan, manage, measure and automate commerce media across retailers, with Amazon Ads and Amazon Business as major examples. The recording has a polished sponsor-adjacent register, and Amazon’s role is unusually explicit in both the sponsorship and guest framing. Watch whether the claimed automation, B2B lift and commerce-media expansion are later tied to public baselines and repeatable customer results.

Our summary, written from the transcript. Not the speakers' words.

The episode, in order

1. 01Sponsor and guest setup

   The commercial context is part of the surface text, so the Amazon-heavy discussion should be read with that stated sponsorship in view.

2. 02Burton’s career path

   His authority in the episode is built around practical exposure to programmatic buying, DSPs, Amazon Ads and retail media.

3. 03Amazon Ads learning curve

   The story frames Amazon Ads growth as both a market education problem and an infrastructure expansion story.

4. 04PacVue positioning

   The practical claim is that PacVue’s value is not only buying ads, but joining media workflows with retail performance signals.

5. 05Amazon Business case study

   This is the episode’s most concrete performance section, but the transcript does not provide the full case-study denominator or baseline.

6. 06Future of commerce media

   The future thesis is that commerce media expands beyond sponsored listings into broader media channels tied back to purchase behavior.

Sponsors named in this episode

No sponsor named doesn't mean no ads. Each row was taken from the ad break as it was read on air. The verbatim passage behind every row is checked against the transcript character for character. Short excerpts appear below.

Roles and stated affiliations

Sponsor or conflict flagged. Named sponsor — The host states that the episode is sponsored by Amazon Ads. · Sponsor involvement in guest framing — The host thanks Amazon for sponsoring the episode and for bringing Tommy Burton to the podcast. · Sponsor-relevant subject matter — The conversation repeatedly discusses Amazon DSP, Amazon Marketing Cloud, Amazon Business, Amazon Ads growth and a PacVue Amazon case study.

Wakewire's read of interests

• AdTech God: Host of the podcast, framing the conversation for an advertising technology audience and explicitly naming Amazon Ads as the episode sponsor.
• Tommy Burton: Vice President of Global Partnerships at PacVue, describing PacVue’s product, partnerships and commerce-media thesis.
• Amazon Ads: Named sponsor of the episode and recurring subject of discussion through Amazon DSP, Amazon Marketing Cloud, Amazon Business and Amazon media examples.
• PacVue: Burton’s employer, positioned as a platform for planning, managing, measuring and automating commerce media.
• HP: Named client in the Amazon Business case study discussed by Burton.

Recording limits

• The transcript appears partial because it jumps from the host asking whether retail media is still developing to an unrelated fragment beginning "voxel prompt language" and later ends mid-sentence.

Claims that need more support

• Tommy Burton said the HP and Amazon Business work produced 29% higher reach, a little over 100% lift in conversion rate and higher ROI, but the episode did not provide the case-study document, baseline, time period or denominator.

Claims made on air that the episode itself did not back up.

Questions the conversation didn't reach

• The episode raises agentic shopping as a key future area, but it does not explain how brands will be ranked, included or measured inside those shopping experiences.

Topics the episode did not address. This does not mean anyone avoided them.

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What was said

• Sponsor and guest setup

  The host introduced Tommy Burton as Vice President of Global Partnerships at PacVue, noted Burton’s prior Amazon experience, and disclosed Amazon Ads as the sponsor.

• Burton’s career path

  Burton described himself as a programmatic advertising person who moved through Yahoo, University of Phoenix, AOL and Amazon Ads before joining PacVue.

• Amazon Ads learning curve

  Burton said Amazon DSP had to be explained both to sophisticated programmatic buyers and to retail-media agencies that did not yet know what a DSP was.

• PacVue positioning

  Burton said PacVue centralizes planning, management and measurement across retail media and connects ads to commerce operations.

• Amazon Business case study

  Burton said PacVue worked with HP on Amazon Business, using automation and audience insights to adapt B2C campaign learnings into B2B targeting.

• Future of commerce media

  Burton pointed to agentic shopping, upper-funnel media, connected TV and commerce data as areas to watch.

Our paraphrase, not the speakers' words.

The passages we relied on

Short excerpts, credited to the show, at most 40 words each and 150 per episode. We do not publish transcripts. We link to the episode so you can hear it from the show itself.

What to watch for

• PacVue or Amazon publishes the HP Amazon Business case study with baseline metrics, time period, audience size and attribution method. (Next 1 to 2 quarters)
• PacVue shows more integrations that connect offsite media, connected TV or digital out of home to marketplace conversion reporting. (Next 6 to 18 months)
• Retailers and marketplaces disclose how agentic shopping results decide which brands appear in conversational shopping experiences. (Next 12 to 24 months)