Commerce media is no longer synonymous with retail, as delivery platforms, financial services, and travel companies build sophisticated advertising networks that rival traditional retailers in scale and effectiveness.

Retail media will reach $60.81 billion in 2025—adding more new dollars than Meta and Alphabet combined—and brands now rank incrementality as a top KPI. In this interview, Tinuiti’s Elizabeth Marsten lays out how to prove incremental sales, pick smarter tools, and keep measurement future-ready.