On today’s podcast episode, we discuss how virality is being redefined, how the word “Creator” is being reimagined, and how the social content consumers are looking for is changing. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Emmy Liederman, Senior Analyst Minda Smiley, and Co-Founder and CEO of Kale Isha Patel. Listen everywhere and watch on YouTube and Spotify.

Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan’s casinos, RE/MAX’s real estate websites, and Planet Fitness’ gyms.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

The marketing funnel isn’t dead—it’s evolving. Today’s consumers rely on communities and authentic partnerships to guide decisions. To stay ahead, marketers must rethink measurement and focus on building lasting connections that drive advocacy and loyalty.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

Halfway through the current decade, retail media has bled into the wider concept of commerce media, which will be a $68.69 billion industry in the US this year, per our December 2024 forecast.

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

On today's podcast episode, we discuss what commerce media encompasses, the size of the financial and travel networks, and the companies to pay closest attention to in this space. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Arielle Feger and Principal Analyst Sarah Marzano.

Commerce media is becoming more competitive as retailers and non-retailers continue to build out their networks and advertisers prioritize measurement for proven results. Looking ahead to 2025, cross-industry partnerships will grow and in-store media will enable retailers to merge online behaviors with in-person shopping.

US real-time payment transaction volume will nearly quadruple between 2023 and 2028, according to GlobalData and ACI Worldwide.

US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

Ancillary services, such as item repairs, pet grooming, and tailoring, are becoming an increasingly important part of retailers' strategies to drive foot traffic, build brand loyalty, and create additional revenue streams. But the benefit of these services often extends beyond direct financial returns.

To stand out in a crowded commerce market, Lyft Media is thinking about partnerships and measurement differently. While its current partnerships help Lyft Media navigate “traditional ecosystem of measurement,” the network is also thinking about what the next phase of measurement will be, said Shane Dwyer, head of sales at Lyft Media and Lyft Business.

2024 has been a disruptive year for generative AI (genAI), which transformed from a buzzword into a practical part of marketing workflows, and commerce media as more platforms launch. Meanwhile, advertisers are still figuring out the lifespan of third-party cookies. And connected TV (CTV) advertising got a big boost from Prime Video.

Measurement and attribution are the most critical advertising capability or media investment for over half (53%) of retail marketers worldwide, according to November 2023 data from Mediaocean.

While travel media networks aren’t new—Marriott has had one for years—the burgeoning commerce media landscape is ripe for travel and hospitality brands to secure their share of ad dollars.

Retail media networks are facing a little more competition these days as banks, payments providers, airlines, and hotels are starting their own media networks to monetize their first-party data and build out new revenue streams.

On today's podcast episode, we discuss why prices continue to be such a hot topic, how consumers determine what value means to them, and which retailers performance is representative of the broader retail space. Join our analyst Sara Lebow as she hosts senior director of media content Becky Schilling and analyst Zak Stambor.

When Chase Media Network launched last month, it revealed the potential for more payments and financial service companies to get in on the commerce media game, leveraging consumer payments data to sell ads. One unexpected out-of-home implementation could be ATMs, said Stuart Mackinnon, COO of NCR Atleos, on our “Behind the Numbers: The Baking & Payments Show” podcast.