As commerce media matures, new competitive pressures are emerging across the ecosystem. The next phase of growth for commerce media will be shaped by sectors that can deliver the capabilities advertisers want and capitalize on what makes their ecosystems unique.

Key Question: How is commerce media evolving beyond retail, and what will drive the market’s next phase of growth?

Key Stat: US commerce media ad spending will reach $142.07 billion and account for 23.9% of all digital ad spending by 2030.