Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

Vizio boosts Walmart’s retail media edge: New beta program brings exclusive connected TV inventory under Walmart’s direct control.

Samsung Ads expands its partnership with Magnite: The integration of Magnite Access boosts audience targeting and global campaign agility across Samsung TV Plus.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn’t being taken seriously, so it’s unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

WPP acquires InfoSum for AI-driven, privacy-first data tools: The move enhances WPP Open with secure clean room tech as marketers shift from ID to AI.

Last month, M&M's launched its first loyalty program, Fun Club, allowing consumers to earn points by completing activities and redeem them for sweepstakes entries or M&M's merchandise. While loyalty programs are typically associated with high-frequency purchases—like groceries, travel, or restaurants—even low-frequency brands are using loyalty to increase engagement, gather data, and drive sales amid rising competition.

Publicis strengthens AI and first-party data strategy: The Lotame acquisition enhances its identity solutions, adding 4 billion customer profiles and expanding Epsilon’s AI-powered ad targeting.

Acquiring Vistar and Blis strengthens its ad capabilities, but turning its mobile data advantage into ad dominance won’t be easy—especially in a market controlled by digital giants.

First-party data is becoming essential: As third-party cookies disappear, brands like The New York Times, Disney, and McDonald’s are leveraging direct consumer relationships to improve ad targeting and measurement.

Contextual targeting and first-party data are the top strategies US advertisers will use to maintain targeting effectiveness amidst growing privacy laws and loss of persistent identifiers, according to November 2024 data from Proximic.

LinkedIn improves B2B ad tracking: New updates help marketers integrate first-party data, track long-term impact, and optimize campaigns.

Its Real-Time CDP Collaboration platform offers a secure, AI-enhanced way to activate first-party data while staying compliant in an evolving privacy landscape.

Disruption is imminent for programmatic. The market teeters on the brink of several seismic shifts around identity and audience data. And a landmark antitrust ruling could energize an already hot ad tech consolidation streak.

Getting your commerce media tech stack right takes time. Building partnerships and integrating workflows likely won’t happen all at once, so businesses should shop the market for the right partnerships, implement with care, and make sure to evaluate and reevaluate your operations as you scale. Here are steps businesses should keep in mind.

As retail media networks (RMNs) clamor for advertiser budgets, the channel’s measurement shortcomings are moving into the spotlight. Advertisers cite a lack of cross-platform standardization among their top RMN-related challenges, but an overcorrection on measurement could do more harm than good.

The UK joins the global crackdown on data: Regulators are set to designate platforms under a new law that imposes significant restrictions.

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

In 2024, retail media and CTV converged: First-party data enables precise targeting, while connected TV enhances ad personalization and tracks purchase behavior.

Here are three strategies retailers can learn from big tech players to pump up on-site ad revenues.