current
Commerce Media Expansion
Retail media and commerce media are rapidly growing, offering brands new opportunities across the purchase journey, but also presenting challenges related to platform fragmentation and budget allocation.
Timeframe
immediate
Subcategories
Impact areas
Detailed Analysis
The rise of retail media and commerce media is transforming the advertising landscape. "Commerce media is becoming the infrastructure that underpins the entire digital advertising ecosystem and offers brand-building potential." This growth is driven by the increasing convergence of commerce and media, providing brands with opportunities to engage consumers throughout the purchase funnel. However, the report also acknowledges the challenges, stating that "Advertisers already admit to feeling overwhelmed by the number of options available in the commerce space and highlight a lack of standardization across platforms as their biggest challenge with retailers."
Context Signals
Rapid growth of social commerce.
Lack of standardization across commerce media platforms.
Risk of brands divesting from traditional advertising to focus on lower-funnel retail media ads.
Edge
Consolidation of commerce media platforms through mergers and acquisitions.
Development of standardized measurement frameworks for commerce media effectiveness.
Integration of AI and machine learning for personalized product recommendations and targeted advertising within commerce media.
