The news: Retailers and other consumer businesses have launched new advertising businesses this year as retail and commerce media spending rises, with companies from convenience stores to sporting goods chains and shopping mall operators trying to gain additional revenues from their customer relationships and data.

• RaceTrac, a private convenience store chain, this week launched Trac Media Group to help brands reach frequent shoppers across digital and in-store touchpoints.
• Academy Sports + Outdoors unveiled Academy Retail Media in July, giving advertisers access to its more than 52 million customers and the ability to measure how campaigns influence in-store and online sales.
• Simon Property Group introduced its media network in August, allowing advertisers to reach shoppers through its malls.
• Topgolf in July launched a sponsorship and licensing division that will let brands run campaigns at its golf centers.

Many new media networks have come from outside traditional retail, as real estate owners, airlines, and financial services businesses adopt ad models pioneered by retailers. Sallie, the education and financial services company, announced the Backpack Media ad network in March to connect brands with students and their families, and Citigroup unveiled Citi Commerce Media in September.

Why it matters: Retail and commerce media offer companies an added revenue stream beyond merchandise sales while giving advertisers opportunities to reach consumers using shopping and transaction information. US retail media spending alone is forecast to rise 22.6% this year to $74.4 billion, per our forecast. We expect nonretail media networks to account for 14.2% of US commerce media ad spending in 2028, or nearly $16 billion, according to our June forecast.