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Commerce media networks are expanding beyond retail into new verticals like travel and financial services, creating opportunities for targeted advertising using first-party purchase data. The key to growth will be achieving a delicate balance, and engaging鈥攔ather than alienating鈥攃onsumers.

Multi-industry players have the power to redefine the future of commerce media advertising. Unlike in the US, where retailers and FIs typically operate independently, many Latin American retailers act as financial services providers鈥攐ffering credit lines, digital wallets, and other banking products to unbanked and underbanked consumers.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.

TikTok Shop is entering its second holiday season, when it will rely on big brands and livestream commerce to maintain the momentum it's gathered since launching a little over a year ago.

At the same time, the company is challenging Amazon鈥檚 ecommerce dominance with investments in fast delivery, its Walmart+ program, and its rapidly expanding online marketplace. Here鈥檚 a look back at some of Walmart鈥檚 notable achievements in the past year. Walmart made inroads with a broad swath of shoppers.

Behind the hype around composable commerce, there are pros and cons that retailers should consider before shaking up their business operations.

59% of US consumers want details on costs and promotions from a commerce video ad, according to July 2024 data from the Interactive Advertising Bureau in partnership with Alter Agents. Nearly as many (58%) want clear product demos and details.

Commerce video ads drive sales growth: 70% of advertisers use the format, says IAB report, but consumers find the ads too short.

US commerce media ad spending is projected to hit $118.4 billion by 2029, growing at a 15.3% compound annual growth rate (CAGR), per a May 蘑菇AV forecast.

US livestreaming commerce sales could reach $50 billion in 2023 and potentially account for more than 5% of total ecommerce in the country by 2026, per Coresight Research as cited by CNBC. With help from platforms like TikTok Shop, TalkShopLive, and Firework, brands should start experimenting with livestream commerce as adoption grows, especially among younger consumers.

鈥淥ver the last 12 months, we鈥檝e seen a flurry of [media advertising] activity from outside the retail sector,鈥� our analyst Sarah Marzano said on an episode of the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. Although retail kicked off the commerce media trends, financial services, travel companies, and intermediaries such as Instacart and Uber Eats are monetizing their customer data and setting up ad networks. The rise of commerce media networks is changing the way advertisers approach targeting and how consumers interact with brands. Here are four predictions on these emerging trends.

To stand out in a crowded commerce market, Lyft Media is thinking about partnerships and measurement differently. While its current partnerships help Lyft Media navigate 鈥渢raditional ecosystem of measurement,鈥� the network is also thinking about what the next phase of measurement will be, said Shane Dwyer, head of sales at Lyft Media and Lyft Business.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn鈥檛 being taken seriously, so it鈥檚 unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

While travel media networks aren鈥檛 new鈥擬arriott has had one for years鈥攖he burgeoning commerce media landscape is ripe for travel and hospitality brands to secure their share of ad dollars.

Payments and Digital Commerce Platforms Forecast 2024 (Subscription required). Note: Respondents were asked, "Where did you make your most recent travel purchase?". Methodology: Data is from the August 2024 Hopper report titled "Activating Gen Z: Generation Z & the Future of Travel." 2,300 US consumers ages 18+ were surveyed during March 11-18, 2024.

YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube鈥檚 future.

On today鈥檚 podcast episode, we discuss the differences between commerce media networks and retail media networks, how financial services and payment companies are leveraging media networks, who has been successful in the space so far, and who we expect to launch a media network in the next year. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Sarah Marzano and Maria Elm.