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EMARKETER

Commerce Media Explainer 2024

Can the Success of Retail Media Translate Into New Arenas?

Report by Sarah Marzano  |  Aug 8, 2024
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Report
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
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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)
E-Mail ChartDownload

Key Stat: More than half of brands (58%) and agencies (51%) are interested in retail media-like offerings from verticals besides retail.

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
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