The news: Commerce media networks (CMNs) are growing in importance as a revenue line for brands—we expect US commerce media ad spending will grow from $83.71 billion in 2026 to $142.07 billion in 2030.

However many media teams are struggling to act on this development.

• Just 12% of commerce media decision-makers have built advanced, full-funnel offerings across on-site, off-site, and in-store environments, per a Forrester Consulting report commissioned by Koddi.
• A lack of measurement standards also lingers: 55% of Association of National Advertisers (ANA) members say that keeps advertisers from spending more with retailers, per ANA data cited by Adweek.

To address these challenges, GrowthLoop expanded its commerce media offering into an end-to-end solution through integrations with The Trade Desk (TTD), Moloco, and Audience Acuity.

• The partnerships bring audience intelligence, on-site and off-site activation, and closed-loop measurement into a pre-integrated commerce media stack.
• This structure eliminates unnecessary data copies from Google BigQuery, Snowflake, or Databricks and lets customer information stay inside the retailer’s governed environment.
• Data cloud-native architecture can connect demand-side platforms, ad servers, and data providers and return campaign performance data to retailers’ own data clouds.

Implications for marketers: GrowthLoop’s expansion rides on the assumption that CMN operators will pay for consolidation, which gives a packaged alternative to retail and commerce media teams that have struggled to prove return on ad spend (ROAS) or fulfill specific brand requests.

Retailers that adopt a shared, pre-integrated stack will gain speed but could also have the same partner set as their competitors.

• As more CMNs plug into common infrastructure, the basis for competition could shift from whether a network can activate audiences to whose first-party data and inventory produce better outcomes.
• Commerce media teams should press vendors on measurement transparency and evaluate whether pre-integrated CMNs narrow standardization gaps or just centralize them under a new vendor.