The news: Mall operator Simon launched a media network, making it the latest company to attempt to monetize its first-party data and access to shoppers.

Advertisers who use Simon Media Network gain access to “high-intent consumers” across the company’s portfolio, which includes more than 200 properties, per the release.

The pitch: Despite being a relative latecomer to commerce media, Simon believes it fills a gap left by more traditional retail media networks. The company noted that the breadth of its mall offerings—which span shopping, dining, entertainment, and lifestyle experiences—means it can give marketers insight not only into what consumers are buying, but also how and where they spend their time and what types of experiences attract them.

Advertisers will be able to run campaigns across Simon’s physical and digital properties, including its ecommerce site, social and digital channels, and digital displays throughout its shopping centers. Brands can choose between national, regional, or market- or property-specific campaigns.

The challenges: While Simon Media Group sounds enticing on paper, it remains to be seen if it has the technical capabilities to execute on its promises. Some marketers might see the company’s lack of advertising expertise as a reason to steer clear, while uncertainty about the robustness of Simon Media Network’s measurement could also give brands pause.

Simon also faces stiff competition from financial media networks and commerce intermediaries like Uber and Instacart, which can offer advertisers similar insights across a wide variety of retailers and verticals.

Implications for commerce media: It’s not difficult to see why Simon views commerce media as a lucrative opportunity: We expect nonretail media to account for over 14% of US commerce media ad spending in 2028 and surpass $20 billion by 2029. Brands are also keen to work with more commerce media networks (CMNs), with the share of ad buyers working with nine or more CMNs rising from 8% in 2023 to 33% in 2025, per McKinsey.

However, the rising tide of commerce media spending will not lift all boats. Simon’s differentiated first-party data could make it initially appealing to advertisers, but success will ultimately depend on how well it can translate that information into actionable insights and prove the effectiveness of its targeting, measurement, and ad buying capabilities.

Go further: Read our Commerce Media Ad Spending Forecast 2026.