Falcon Labs Joins the IAB Commerce Media Committee:
Turning the Post-Purchase Moment into an Standard Ecosystem Opportunity
We're excited to announce that Falcon Labs is joining the IAB Commerce Media Committee.
The timing matters. Commerce media is at an inflection point. Retail media networks are multiplying, margins are tightening, and brands are under pressure to unlock more value from the customer moments they already own. At the same time, the need for clear standards and consistent measurement is becoming more urgent.
Why post-purchase matters
The moment after a transaction is one of the most underutilized surfaces in commerce.
A customer has just completed a purchase. Intent is high, trust is established, and attention is real. Yet for most brands, that moment ends with a static confirmation screen.
At the same time, this surface remains largely undefined and inconsistently measured across the industry.
Falcon operates within this layer—powering post-transaction experiences across platforms like Shopify and Wix, as well as through a growing set of technology partnerships. We earn a take rate on advertiser conversions, and our north star is revenue per transaction (RPT) for the publisher.
That focus keeps us aligned with the merchants and publishers who trust us with one of their highest-intent moments.
Why standards matter now
The post-transaction surface is growing, but without a shared framework.
There’s no consistent definition of a post-transaction impression. Measurement varies across platforms. Performance is difficult to compare.
That ambiguity limits the market.
Standardization helped unlock display, video, and retail media. We believe the same applies here.
Contributing to the work
Joining the IAB Commerce Media Committee gives us a seat at the table to help shape those standards alongside brands, agencies, retailers, and technology platforms.
We believe the post-purchase moment is one of the most overlooked assets in commerce media. We’re excited to help build the standards, language, and frameworks that bring more attention to it and more value to the ecosystem around it.
More articles:
