The media model popularized by retailers is now being adapted by companies in other verticals. Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.
On the heels of explosive growth in spending on retail media networks (RMNs), nonretail verticals are adapting the media model in an effort to monetize their own first-party data. But advertiser appetite is yet to be tested, and the dynamics of different verticals present unique challenges, indicating an uncertain future for commerce media networks.
Key Question: What is commerce media, and which verticals beyond retail are positioned for success?
Key Stat: More than half of brands (58%) and agencies (51%) are interested in retail media-like offerings from verticals besides retail.
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Table of Contents
Executive Summary
Retail media’s success has paved the way for the emergence of commerce media
Beyond retail verticals, however, commerce media faces challenges
What will it take to carve out success in a crowded commerce media landscape?
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Retailers Crush Their Commerce Competitors on Audience and Traffic (millions of US total visits and unique visitors to top brand/commerce sites, by industry, March 2024)
More Than 4 in 10 Brands and Agencies Will Seek Opportunities to Invest in Nonretail Commerce Media (% of retail media professionals worldwide, Q4 2023)
Retailers Crush Their Commerce Competitors on Audience and Traffic (millions of US total visits and unique visitors to top brand/commerce sites, by industry, March 2024)
More Than 4 in 10 Brands and Agencies Will Seek Opportunities to Invest in Nonretail Commerce Media (% of retail media professionals worldwide, Q4 2023)