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EMARKETER

Financial Media Networks Forecast 2025

Why the Most Promising Vertical in US Commerce Media Faces the Steepest Climb

Report by Sarah Marzano  |  Jun 20, 2025
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Table of Contents
Executive Summary
As an emerging vertical in commerce media, FMNs are just getting started
FMN ad spending is relatively small but growing mightily
FMNs face structural barriers to replicating retail media success
To grow in commerce media, FMNs must solve for scale and purchase intent
Recommendations for advertisers
Recommendations for FMNs
Sources
Media Gallery
About This Report
FMNs are a small but burgeoning part of commerce media, offering valuable first-party transaction data. Despite their promise, FMNs face scale limits due to data sensitivity and must find ways to shift audiences toward commerce-focused behaviors.
Topics
Financial Services
US
Table of Contents
Executive Summary
As an emerging vertical in commerce media, FMNs are just getting started
FMN ad spending is relatively small but growing mightily
FMNs face structural barriers to replicating retail media success
To grow in commerce media, FMNs must solve for scale and purchase intent
Recommendations for advertisers
Recommendations for FMNs
Sources
Media Gallery

Financial media networks (FMNs) are a small but burgeoning part of commerce media, offering valuable first-party transaction data. Despite their promise, FMNs face scale limits due to data sensitivity and must find ways to shift audiences toward commerce-focused behaviors.

Key Question: What will it take for FMNs to truly compete in commerce media?

Financial Media Network Ad Spending Will Exceed $1 Billion by 2026, (billions in US financial media network ad spending and % change, 2024-2027 (redacted))
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Key Stat: FMN ad spending will break the $1 billion threshold by 2026, growing at a 66.8% compound annual growth rate (CAGR) through 2027, per our forecast.

This report can help you:

  • Develop media strategy and allocate budgets for campaigns (brands and agencies)
  • Develop go-to-market strategy (solution providers and media platforms)
  • Showcase opportunities to customers (solution providers, media platforms, and agencies)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. As an emerging vertical in commerce media, FMNs are just getting started
  3. FMN ad spending is relatively small but growing mightily
  1. FMNs face structural barriers to replicating retail media success
  2. To grow in commerce media, FMNs must solve for scale and purchase intent
  3. Recommendations for advertisers
  1. Recommendations for FMNs
  2. Sources
  3. Media Gallery

Charts in This Report

Financial Media Network Ad Spending Will Exceed $1 Billion by 2026, (billions in US financial media network ad spending and % change, 2024-2027 (redacted))More Than Half of Advertisers Are Interested in Advertising on Nonretail Media Networks* (% of US brands and agencies, Dec 2024)
Financial Media Network Ad Spending Will Exceed $1 Billion by 2026, (billions in US financial media network ad spending and % change, 2024-2027)Financial Media Ad Spending Is the Fastest Growing Commerce Media Sector We Track
Financial Media Networks Will Gain Nonretail Commerce Media Ad Spending Share Every YearFinancial Media Networks: Opportunities and Gaps

authors

Sarah Marzano

Contributors

Donte Gibson
Senior Charts Editor
Kyndall Krist
Senior Copy Editor
Tiffani Montez
Emma Noyes
Graphic Designer, Data Visualization
Shelleen Shum
VP, Forecasting
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Max Willens
Julia Woolever
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