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

In our exclusive survey, CPG and general merchandise ad buyers shared their opinions of retail media network attributes across metrics including traffic, targeting, and ad cost.

Walmart’s ad revenues grow 28% in Q3: Flipkart drives 50% international growth, while Walmart Connect expands with more marketplace sellers.

Commerce media networks are expanding beyond retail into new verticals like travel and financial services, creating opportunities for targeted advertising using first-party purchase data. The key to growth will be achieving a delicate balance, and engaging—rather than alienating—consumers.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

Airlines and other data-rich industries are using their wealth of insights to build personalized ad networks, creating new revenue streams and redefining digital advertising. These networks deliver precisely targeted offers—like exclusive upgrades or local experiences—enhancing consumer journeys in real-time.

With no shortage of spending options, advertisers weighing whether to invest in TMNs will be considering what travel companies can do better or at a better value than comparable channels. First-party data, captive audiences, and a diverse array of ad inventory are some components of the travel media value proposition.

Just Eat Takeaway expands retail media offerings with Rokt partnership: The delivery company joins DoorDash, Instacart, and Gopuff in enhancing its ad capabilities

First-party data takes center stage in marketing's future: As third-party cookies phase out, brands are leaning into AI and first-party data to create personalized, privacy-compliant advertising solutions.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

Gopuff enhances retail media capabilities to help advertisers reach Gen Z, millennial audiences: The retailer hopes the moves will differentiate it in a crowded market.

Agencies begin to doubt retail media’s efficacy:: Some are counseling caution as lack of standardization and the sheer number of RMNs make it difficult to assess whether brands’ investments are paying off.

Publicis acquires Mars United Commerce: The deal strengthens holding company’s ability to offer commerce media solutions.

The retail media landscape is dominated by national retailers like Amazon and Walmart, which boast the No. 1 and No. 2 retail media networks in the US by digital ad spend, per our forecast.

The media model popularized by retailers 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.

Retail sales via online marketplaces are growing faster than overall ecommerce. As competition in the sector rises, brands and retailers must navigate the challenges of an increasingly complex landscape.

Retail media networks (RMNs) have a lot of data and a healthy amount of inventory. But selling on-site inventory to advertisers can be complicated. Connecting retail media data with off-site ads on places like social networks and connected TV (CTV) is even more complicated. RMNs can’t do everything related to selling and serving ads on their own, especially if they want to capitalize on off-site placements.

Chase’s newly launched financial media network has opened the floodgates for other financial institutions. While lucrative on paper, securing advertiser and customer buy-in isn’t guaranteed.

What is non-endemic advertising, and what should brands and retailers know about this emerging ad format?

As the share of US ecommerce sales on marketplaces continues to expand, our latest survey examines consumer buying habits and expectations across leading platforms.