Key stat: US commerce media ad spending is projected to hit $118.4 billion by 2029, growing at a 15.3% compound annual growth rate (CAGR), per a May EMARKETER forecast.

Beyond the chart:

• More than half (58%) of advertisers are interested in advertising on non-retail media networks, according to a December 2024 Skai and Path to Purchase Institute survey.
• The primary objectives of commerce media campaigns are sales/conversions (26.3%) and brand awareness (21.4%), per a January M+C Saatchi survey.

Use this chart: As commerce media expands beyond retail, marketers can use this chart to consider how first-party data from partners like financial services and fitness brands can benefit them.

Related EMARKETER reports:

• Commerce Media Ad Spending Forecast Report 2025 (EMARKETER subscription required)
• US Commerce Media Forecast 2025 (EMARKETER subscription required)

Note: Digital ad spending includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.