The Next Era of Commerce Media: How Tractor Supply Is Building for What’s Ahead

The Next Era of Commerce Media: How Tractor Supply Is Building for What’s Ahead

On this fireside chat presented by Koddi, Nicholas Ward, President and Co-Founder of Koddi, joins Tori Haynie, Director of Retail Media and Digital Initiatives at Tractor Supply Company to discuss how the retailer is building its media network around the people it serves. From first-time pet owners to families caring for livestock and land, the conversation explores how understanding customers can guide advertising that helps them shop.

In this episode of Uncommon Thinking, live at Advertising Week New York 2026, we examine how Tractor Supply is creating opportunities for emerging brands, simplifying campaign reporting and using AI to support a small team. Tori also shares why the network protects branded search from competing advertisers and how its plans for in-store media and connected TV will build on its customer relationships.

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