Paul Blackburn

Paul Blackburn

Chief growth officer at Vudoo is the latest phase in Paul Blackburn’s extensive 25-plus-year career in digital media and publishing. Formerly Director of Commercial Data and eCommerce at News Corp Australia, Paul plays a pivotal role in defining Vudoo’s future in commerce media, driving innovation through data and AI to deliver powerful commercial growth and results.

Paul is a proven evangelist for technology-driven innovation, with involvement in industry-leading initiatives that include the Total Commerce Suite and the award-winning Moët shoppable video campaign. By shaping Vudoo’s strategic roadmap, he’s helping brands, retailers, publishers, and agencies unlock new ways to monetise content and deliver more immersive, engaging experiences.

His thoughts on the state of media, advertising, and technology can be regularly heard on the Commerce Media Matters podcast, which he co-hosts with Vudoo CEO and founder Nick Morgan.

Artificial Intelligence (AI), Marketing

The Future of Brand Discovery: How Commerce is Leaving the Storefront Behind

August 18, 2026 at 5:23 pm

In the time of distributed commerce, the traditional attribution model of last-click measurement breaks down. Brands need to adapt at the infrastructure level. Walmart embedded its own artificial intelligence layer, Sparky, into third-party interfaces while keeping the transaction anchored in its own environment.