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EMARKETER

Commerce Media Trends to Watch in 2025

Growing Pains for Digital Advertising’s Darling Channel

Report by Sarah Marzano, Max Willens  |  Nov 19, 2024

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

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Table of Contents
Mounting pressure will squeeze the long tail of retail media networks (RMNs)
RMNs wade into unfamiliar waters to satisfy advertiser demands for incrementality
Last-mile intermediaries are poised to win commerce media ad share
The race is on to create new ad inventory as commerce media heats up
Retail media investment will drive a wave of innovation in connected TV (CTV) advertising
Sources
Media Gallery
About This Report
To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.
Topics
Retail Media
Digital Advertising
Retail Sales
US
Table of Contents
Mounting pressure will squeeze the long tail of retail media networks (RMNs)
RMNs wade into unfamiliar waters to satisfy advertiser demands for incrementality
Last-mile intermediaries are poised to win commerce media ad share
The race is on to create new ad inventory as commerce media heats up
Retail media investment will drive a wave of innovation in connected TV (CTV) advertising
Sources
Media Gallery

The commerce media landscape will grow even more complex in 2025. Commerce media players looking to stand out from the increasingly crowded competition will be forced to invest in new channels, tools, and innovations to meet rising advertiser expectations.

Here’s what’s in the full report

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Table of Contents

  1. Mounting pressure will squeeze the long tail of retail media networks (RMNs)
  2. RMNs wade into unfamiliar waters to satisfy advertiser demands for incrementality
  3. Last-mile intermediaries are poised to win commerce media ad share
  1. The race is on to create new ad inventory as commerce media heats up
  2. Retail media investment will drive a wave of innovation in connected TV (CTV) advertising
  3. Sources
  1. Media Gallery

Charts in This Report

Dozens of Retail Media Networks Are Fighting Over a Small Slice of the Pie (% of US retail media digital ad spending, by company, 2025)More Retail Media Advertisers Are Dedicating Resources to Measurement (% of US retail media advertisers, 2023 & 2024)
Not All Commerce Media Networks Are Created Equal (key differences in commerce media networks' data and audience insights)Retailers Crush Their Commerce Competitors on Traffic Scale (millions of US total visits to top brand/commerce sites, by industry, March 2024)
The Share of 18- to 34-Year-Olds Who Have Made a Purchase via CTV Ads Has Nearly Doubled This Year (% of US adults, by age, Feb-Aug 2024)

authors

Sarah Marzano, Max Willens

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Vladimir Hanzlik
Executive Editor and SVP, Content
Penelope Lin
Director, Data Visualization
Naomi Rebuelta
Copy Editor
Amy Rotondo
Director, US Research
Yoram Wurmser
Principal Analyst
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