Retail Media Roundup: Commerce Media Expands Beyond Traditional Retail Channels
· 59m ago · Originally reported by The Drum
The Drum's weekly commerce media roundup highlights how retail media networks are extending their ad offerings beyond their own sites, as retailers and platforms push into new formats and channels. The piece frames this expansion as retail media's next phase of growth.
Why it matters
Retail media is one of the fastest-growing areas of digital ad spend, and its expansion into new channels affects where brand budgets flow and how ad inventory is bought and measured.
Explain it like I’m new here
Stores used to sell ads only on their own shelves; now they're figuring out how to sell ads everywhere, like a lemonade stand putting posters all around town instead of just on its table.
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.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
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