Commerce Media Trends to Watch in 2025
Growing Pains for Digital Advertising’s Darling Channel
Top Trends to Watch in 2025
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About This Report
To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.
Table of Contents
The commerce media landscape will grow even more complex in 2025. Commerce media players looking to stand out from the increasingly crowded competition will be forced to invest in new channels, tools, and innovations to meet rising advertiser expectations.
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- Mounting pressure will squeeze the long tail of retail media networks (RMNs)
- RMNs wade into unfamiliar waters to satisfy advertiser demands for incrementality
- Last-mile intermediaries are poised to win commerce media ad share
- The race is on to create new ad inventory as commerce media heats up
- Retail media investment will drive a wave of innovation in connected TV (CTV) advertising
- Sources
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Charts in This Report
Dozens of Retail Media Networks Are Fighting Over a Small Slice of the Pie (% of US retail media digital ad spending, by company, 2025)More Retail Media Advertisers Are Dedicating Resources to Measurement (% of US retail media advertisers, 2023 & 2024)
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Dozens of Retail Media Networks Are Fighting Over a Small Slice of the Pie (% of US retail media digital ad spending, by company, 2025)
More Retail Media Advertisers Are Dedicating Resources to Measurement (% of US retail media advertisers, 2023 & 2024)
Not All Commerce Media Networks Are Created Equal (key differences in commerce media networks' data and audience insights)
Retailers Crush Their Commerce Competitors on Traffic Scale (millions of US total visits to top brand/commerce sites, by industry, March 2024)
The Share of 18- to 34-Year-Olds Who Have Made a Purchase via CTV Ads Has Nearly Doubled This Year (% of US adults, by age, Feb-Aug 2024)
Dozens of Retail Media Networks Are Fighting Over a Small Slice of the Pie (% of US retail media digital ad spending, by company, 2025)
More Retail Media Advertisers Are Dedicating Resources to Measurement (% of US retail media advertisers, 2023 & 2024)
Not All Commerce Media Networks Are Created Equal (key differences in commerce media networks' data and audience insights)
Retailers Crush Their Commerce Competitors on Traffic Scale (millions of US total visits to top brand/commerce sites, by industry, March 2024)
The Share of 18- to 34-Year-Olds Who Have Made a Purchase via CTV Ads Has Nearly Doubled This Year (% of US adults, by age, Feb-Aug 2024)
First Published on Nov 19, 2024
authors
Sarah Marzano, and Max Willens
Contributors
- Suzy Davidkhanian
- VP, Content
- Vladimir de Leon
- Chart Editor
- Vladimir Hanzlik
- Executive Editor and SVP, Content
- Penelope Lin
- Director, Data Visualization
- Naomi Rebuelta
- Copy Editor
- Amy Rotondo
- Director, US Research
- Yoram Wurmser
- Principal Analyst