What is commerce media?

TL;DR – Commerce media explained

• Commerce media is an advertising approach that makes shopping possible anywhere

• Commerce media uses first-party data to deliver relevant content, ads, and products

• Commerce media can shorten the path to purchase by reaching consumers throughout their entire buying journey

• Commerce media extends beyond the retail industry and includes verticals such as financial services and telecommunications

Why does commerce media matter now?

Commerce media exists because of three major shifts: better data, the evolution of retail media networks, and changing consumer behaviours.

Marketers are tapping into intent and commerce signals, such as past purchases and wish list activity, to connect with audiences in more meaningful ways. First-party data provides richer, more reliable insights than fragmented third-party cookies. With cookies declining and privacy rules tightening, brands are teaming up with partners that offer both scale and trusted, permission-based data. Commerce media is the outcome of this, enabling advertisers to deliver more relevant content, ads, and products.

Retail Media Networks (RMNs) laid the foundation by applying advertising across the buying journey through in-store displays, sponsored listings, and digital placements. But with only so much ad space available within a single retailer environment, many are looking beyond. This marks the shift from retail media networks to broader commerce media networks that exist on- and offsite.

Thirdly, consumers no longer follow a linear path to purchase. They move fluidly between digital and physical touchpoints, switching across channels and devices. Commerce media reflects this reality by delivering relevant, frictionless experiences wherever consumers are.

Together, these three shifts form a flywheel, powering the rise of commerce media.

Why commerce media offers more than retail media

We touched on commerce media being an evolved form of retail media. How so? Commerce media can be seen as an evolved form of retail media. While retail media networks are confined to a retailer’s own channels, commerce media extends into the open web, unlocking greater reach and flexibility.

The other key difference is its focus on outcomes. Retail media unlocks ad space, but not every placement is tied directly to driving sales. Commerce media bridges that gap by enabling purchases wherever the consumer is, turning attention into action.

It also extends beyond retail. Industries such as publishing, automotive, financial services, and telecommunications are realising their channels are valuable advertising real estate. Like retailers, they hold rich first-party data, which allows them to monetise these spaces. From digital environments to in-store formats, commerce media creates new revenue streams. Conversely, these industries can tap into placements outside of their typical channels to expand their consumer reach and capture new conversions.

Here’s an example of commerce media in action. A rideshare service might advertise on an airline’s website. The ad targets travellers who often book rideshares after a flight. Insights from the airline’s database, such as booking history and travel preferences, power the targeting, ensuring the ad reaches the right audience at the right moment.

Who is commerce media for?

Advertisers can improve their results by tapping into rich intent data and activating it across more channels, using innovative formats to increase engagement and sales, achieving brand and commerce outcomes.

Retailers can monetise their first-party data and channels, driving sales by reaching consumers both online and in-store.

Publishers can unlock shoppable ad space on their premium content, gaining extra revenue and commerce insights alongside readership data.

Agencies can amplify campaign performance by optimising across channels and using commerce data to deliver better outcomes.