Brands and online platforms need to be aware of the rise of digital commerce media
In the ever-changing digital landscape, a new wave of commerce-driven media is emerging, known as Commerce Media 2.0. This advanced evolution goes beyond traditional retail media, integrating first-party audience data and leveraging multiple digital channels to reach consumers in a more contextual and meaningful way across various commerce sectors.
The growth of Commerce Media 2.0 is fueled by several key drivers. One such driver is the shift beyond physical products, enabling merchants to sell services and digital content, expanding business models across industries. Another is the move towards open networks collaboration, allowing shared data, audience reach, and coordinated media sales among multiple retailers and commerce operators.
First-party data utilization is another crucial factor, as it enables the building of targeted audiences for more relevant advertising. Integrated logistics and fulfillment features also play a significant role, supporting efficient order management and customer satisfaction. Enhanced B2B capabilities, advanced analytics, and operational control further optimize commerce media effectiveness and compliance.
Retail media, the predecessor to Commerce Media 2.0, has grown due to consumer shopping habits, privacy concerns, and the deprecation of the third-party cookie. This has allowed retailers to attract advertisers and increase revenue using authenticated audiences and transaction data. Second-party data collaboration is facilitated through tools like clean rooms and cooperative identity solutions.
As Commerce Media 2.0 extends beyond retail, it now encompasses any platform where people book, shop, or browse, such as airlines and hotel sites, banks, and B2B platforms. B2B platforms use behavioural and firmographic data to target business buyers, while AI is streamlining how advertisers act on signals, improving creative relevance, media efficiency, and real-time bidding.
The Connected Commerce Summit will host a panel discussion on the three areas driving the next wave of commerce media growth. The panelists, leaders defining this space, will delve into the ongoing shift in commerce media and what actions brands, commerce media networks, and third-party providers must take to stay current.
Brands can now target users beyond retailer sites, across the open web, social, and CTV, using first-party data. Airlines and hotel sites now offer ad inventory during booking, and banks use transaction data to drive performance marketing. As expectations for transparency and measurement rise, execution matters more than ever in the commerce media industry.
Whether you're a brand, platform, or marketer, this session offers insights on what's next in commerce media. The future of commerce-driven advertising and sales ecosystems is broadening, offering opportunities for businesses to reach consumers in more contextual and meaningful ways, driving growth and adoption.
- The rise of Commerce Media 2.0 is propelled not only by its ability to sell physical products, but also services and digital content, thanks to the shift beyond traditional retail models.
- In the realm of Commerce Media 2.0, even platforms like airlines, hotels, banks, and B2B marketplaces are embracing the trend, using behavioral and firmographic data to target customers effectively.
- AI technology is playing a significant role in Commerce Media 2.0, helping advertisers to act on signals more efficiently, improve creative relevance, and optimize media bidding in real time.
- The growth of this commerce media evolution is also driven by the collaboration in open networks, enabling shared data, audience reach, and coordinated media sales among various operators.
- The panel discussion at the Connected Commerce Summit will focus on the next wave of growth in commerce media, providing insights on the strategies that brands, commerce media networks, and third-party providers should consider to stay competitive in this rapidly changing landscape.
