Commerce Media Explainer 2024

Can the Success of Retail Media Translate Into New Arenas?

Report by Sarah Marzano  | UPDATED: Oct 23, 2024
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Executive Summary
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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?
EMARKETER Interviews
Sources
Media Gallery
About This Report
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.
Topics
Retail Media
US
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?
EMARKETER Interviews
Sources
Media Gallery

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?

Most Advertisers Are Interested in Commerce Media Offerings From Verticals Outside of Retail (% of retail media advertisers worldwide, Q4 2023)
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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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10expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Retail media’s success has paved the way for the emergence of commerce media
    3. Beyond retail verticals, however, commerce media faces challenges
    1. What will it take to carve out success in a crowded commerce media landscape?
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    Most Advertisers Are Interested in Commerce Media Offerings From Verticals Outside of Retail (% of retail media advertisers worldwide, Q4 2023)Commerce Media Network Launches, 2024
    Retailers Wrote the Commerce Media Playook, but Its Evolution Has Created Opportunities for Nonretail VerticalsNot All Commerce Media Networks Are Created Equal
    Retailers Crush Their Commerce Competitors on Traffic Scale (millions of US total visits 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)
    Websites on Which US Consumers Are Most Receptive to Advertising, Q3 2023 (% of respondents)

    Interviewed for This Report

    Eric Brackmann
    Koddi
    Vice President, Commerce Media
    Interviewed June 5, 2024
    Glen Conybeare
    Kinesso
    Global President, Kinesso Commerce, Interpublic
    Interviewed June 20, 2024
    Sean Crawford
    Threefold
    Managing Director, North America
    Interviewed June 6, 2024
    Ethan Goodman
    Mars United Commerce
    Executive Vice President, Global Digital Commerce
    Interviewed July 2, 2024
    Hashim Mian
    PubMatic
    Vice President, Commerce Media
    Interviewed July 12, 2024
    Amie Owen
    KINESSO
    Global Chief Growth Officer, Kinesso Commerce
    Interviewed June 28, 2024
    Donna Sharp
    MediaLink
    Managing Director
    Interviewed July 11, 2024
    Katrina Smart
    Mars United Commerce
    Vice President, Digital Commerce, Europe
    Interviewed June 10, 2024
    Sherry Smith
    Criteo
    Executive Managing Director, Americas
    Interviewed July 15, 2024
    Michelle Urwin
    Skai
    Vice President, Marketing
    Interviewed July 15, 2024

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    First Published on Aug 8, 2024

    authors

    Sarah Marzano

    Contributors

    Suzy Davidkhanian
    VP, Content
    Maria Elm
    Madan Kumar
    Copy Editor
    Wendy Malloy
    Director, Reports Editor
    Amy Rotondo
    Director, US Research
    Max Willens