What is commerce media?
Commerce media is the wider category of advertising powered by transaction data from any business that sells to consumers, not only retailers: banks, payment firms, travel sites, food delivery apps and marketplaces. It uses purchase signals to target and measure ads, on the company's own properties and across the open web and TV.
Short answer · AdTech Sumo
Commerce media extends the retail media model. Companies such as Uber, Chase, Expedia and PayPal have launched ad businesses built on their customers' transaction data. The appeal is closed-loop measurement and scarce, high-quality first-party data.
Privacy and trust are key constraints: data use must match what customers consented to, and many programmes rely on data clean rooms.