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Digital ad spending will continue to accelerate in 2024. Retail will be a main driver due to its large ad outlays and growing contribution on the supply side.

Commerce media is becoming more competitive as retailers and non-retailers continue to build out their networks and advertisers prioritize measurement for proven results. Looking ahead to 2025, cross-industry partnerships will grow and in-store media will enable retailers to merge online behaviors with in-person shopping.

Consumer payment method choice will expand in 2025 as real-time 鈥減ay by bank,鈥� iPhone NFC access, and digital credentials take center stage. And financial media networks will turn more payment providers into marketers.

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.

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 搁别迟补颈濒鈥� 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.

This month鈥檚 ad platforms update is all about analytics, with Google, TikTok, and Microsoft announcing improved reporting tools. Plus, Amazon announced on-site and off-site retail media innovations. And we saw some interesting ad network updates from Lyft and Intuit. Here鈥檚 a breakdown of what鈥檚 new.

Amazon and other retail media networks are not hubs for election ad spending, but the high costs on other channels could encourage advertisers to test unfamiliar ad ecosystems. That dynamic could help forge relationships that extend beyond the election season and make these secondary platforms more consistent parts of ad budgets.

Today鈥檚 podcast episode of The Banking & Payments Show explores the future role ATMs will play in retail media. Host Rob Rubin is also joined by Stuart Mackinnon, COO of NCR Atleos, to discuss why ATM networks continue to grow despite the surge in options for cashless purchasing. We also discuss how advertisers on the Chase Media Solutions platform can use purchase history data to target ads on Chase鈥檚 digital platforms. Listen today!

2024 has been a disruptive year for generative AI (genAI), which transformed from a buzzword into a practical part of marketing workflows, and commerce media as more platforms launch. Meanwhile, advertisers are still figuring out the lifespan of third-party cookies. And connected TV (CTV) advertising got a big boost from Prime Video.

The phrase 鈥渞别迟补颈濒 apocalypse鈥� once dominated industry conversation, Ethan Chernofsky, senior vice president of marketing at Placer.ai said during the 蘑菇AV Summit on November 1.

Retail media will capitalize on its closed loop. Despite a lack of measurement standards, retailers鈥� purchase data makes CTV more appealing to performance marketers. By 2027, retail media networks (RMNs) will represent over 20% of CTV ad spending, per our forecast. Trust is moving the needle on content-level transparency.

Half (49%) of people in the US are traveling between Thanksgiving and mid-January, according to Deloitte. With so many people getting on planes, trains, and automobiles, advertisers have increased opportunities to reach consumers across travel media networks, especially those who are younger and higher-income.

US retail social commerce sales.

The news: Shopify partnered with Coinbase and Stripe so customers can pay with the USDC stablecoin at checkout. Our take: Coinbase is the biggest winner in this partnership. Cryptocurrency needs to gain traction with a wide merchant network to accelerate its use, and Shopify represents a huge score for Base.

The insight: The US is mired in the 鈥渨orst housing market in almost 50 years,鈥� RH CEO Gary Friedman said during the company鈥檚 Q1 earnings call, as high housing costs and economic uncertainty chill demand. Our take: With the sluggish housing market showing few signs of improvement, retailers must lean into any pockets of opportunity they find. For RH, that鈥檚 burnishing its luxury credentials and pushing deeper into hospitality, while Wayfair is leaning on its diverse supplier base. The resilient pro market is another area companies should look to take advantage of as they try to ride out the downturn.

Target drops same-day delivery markups for Circle 360 members across Shipt network: The move, covering orders from over 100 partner retailers, aims to boost the program鈥檚 appeal.

Excess unsold inventory in its warehouses could gum up Amazon鈥檚 ruthlessly efficient fulfillment network, undermining its push for ever-faster delivery鈥攅specially during the upcoming Prime Day sale.

Programmatic retail media display ad spending鈥攚hich is still concentrated in nonvideo formats鈥攚ill claim a sizable portion of the spend, as both endemic and non-endemic advertisers continue to funnel their budgets into retail media networks (RMNs). The current numbers for programmatic display ad spending don鈥檛 fully reflect the challenges many web publishers face.

It鈥檚 hoping to continue that momentum with a $4 billion investment in its rural fulfillment network, which it expects will halve delivery times and make its services stickier for more consumers. Amazon鈥檚 sales calendar is packed. The retailer is relying more than ever on a slate of promotional events to convince shoppers of its ability to offer value.

Retail media networks, led by platforms like Walmart Connect, are also incorporating non-endemic advertisers. This strategy uses first-party data to offer targeted ads beyond traditional product catalogs, enhancing revenue opportunities and future-proofing advertising strategies.

This sponsored article by AppsFlyer will explore commerce media.

Mercado Libre will spend $2.6 billion in Argentina, up 53% YoY, also on logistics, marketing, and technology, per local media reports.