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EMARKETER

Commerce Intermediaries Ad Spending Forecast 2025

Intermediaries Are Reshaping Commerce Media With a Combination of Data, Scale, and Merchant Partnerships

Report by Sarah Marzano  |  Aug 6, 2025
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Table of Contents
Executive Summary
Commerce intermediaries are the most prominent nonretail vertical in commerce media
Commerce intermediaries unlock three-sided demand from shoppers, merchants, and advertisers
Intermediaries are expanding their ecosystems via deeper retailer integrations
Recommendations
Sources
Media Gallery
About This Report
Ad spending on US commerce intermediaries is set to approach $4 billion by 2027, outpacing other nonretail media cohorts. Key players like DoorDash and Instacart are evolving from delivery apps into full-scale media networks, driving performance and reshaping the commerce media landscape.
Topics
Retail Media
United States
Table of Contents
Executive Summary
Commerce intermediaries are the most prominent nonretail vertical in commerce media
Commerce intermediaries unlock three-sided demand from shoppers, merchants, and advertisers
Intermediaries are expanding their ecosystems via deeper retailer integrations
Recommendations
Sources
Media Gallery

Commerce intermediaries such as DoorDash and Instacart have emerged as formidable players in the commerce media ecosystem. Their unique market position between consumers and merchants allows them to deliver retailer-level results for advertisers with the added benefit of access to cross-merchant purchase behavior.

Key Question: How are commerce intermediaries creating opportunity in commerce media?

Comerce Intermediaries Check All the Boxes in Commerce Media
E-Mail ChartDownload

Key Stat: Commerce intermediaries deliver across all key attributes of commerce media.

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Commerce intermediaries are the most prominent nonretail vertical in commerce media
  3. Commerce intermediaries unlock three-sided demand from shoppers, merchants, and advertisers
  1. Intermediaries are expanding their ecosystems via deeper retailer integrations
  2. Recommendations
  3. Sources
  1. Media Gallery

Charts in This Report

Comerce Intermediaries Check All the Boxes in Commerce MediaCommerce Intermediary Ad Spending Will Surpass $3 Billion by 2026, (billions in US commerce intermediary media network ad spending and % change, 2024-2027)
Intermediaries Are Scaling Their Media Networks Faster Than Other VerticalsCommerce Intermediaries Occupy a Unique Position in the Middle
Instacart's Commerce Ecosystem Strategy Expands Beyond Its Owned & Operated AppReaching In-Store Shoppers and Fragmentation Are Top Pain Points for Retail Media Buyers (% of US retail media buyers, on main challenges when buying retail media, March 2025)

authors

Sarah Marzano

Contributors

Oscar Bruce Jr.
Director, Forecasting
Suzy Davidkhanian
VP, Content
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Max Willens
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