In many ways, the story of the web is the story of dissolving distribution: CDs broke down into MP3s and then streams; the news spread from print to blogs and then social; TV went from appointment in the living room to on demand on any connected device. Is ecommerce the next distribution point to dissolve? In this session, the global chief growth officer for a commerce focused agency sits down with an adtech CEO who promises to turn every advertisement into a storefront. How does that work, and what are the implications for retail media when retail is everywhere?