Commerce media moves beyond sponsored ads as connected retail data shapes decisions
· 3h ago · Originally reported by InternetRetailing
InternetRetailing explores how commerce media is expanding past sponsored product placements, with retailers using connected first-party data to guide advertising and merchandising decisions. The piece frames commerce media as a maturing channel where purchase signals inform activation across the shopping journey rather than serving ads alone.
Why it matters
Retailers own some of the richest purchase data in advertising, and commerce media lets them monetize it while helping brands reach shoppers more precisely. It is one of the fastest-growing slices of digital ad budgets.
Explain it like I’m new here
It's like a supermarket using what it knows about your basket to decide which coupons and shelf ads you see — and charging brands for that insight.
Read the original at InternetRetailing
Terms in this story
Commerce media
Commerce media is advertising sold by any business with transaction or shopper data, such as retailers, delivery apps, travel sites, payment companies and banks, not only traditional retailers.
First-party data
First-party data is information a company collects directly from its own customers or audience, such as purchases, sign-ups, app use and site behaviour, through its own channels.
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