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At Cannes Lions 2025, commerce media partnerships once again reigned supreme. Once the domain of digital shelf tactics and retail data, commerce media is now reshaping how brands show up across social platforms, connected TV (CTV), and in-store displays. This year鈥檚 festival offered a glimpse into a more integrated, AI-driven future鈥攐ne where conversational ads, programmatic pipes, and real-world touchpoints blur the lines between media and purchase.

鈥淭here are lots of shiny new pennies in marketing, so it's very easy to get distracted,鈥� said Nicklaus Hasselberg, VP of growth marketing and ecommerce at Every Man Jack, at The Lead Summit in New York City last week. 鈥淚t鈥檚 about 鈥榃hat do we reasonably believe will have the biggest impact on our business?' And let鈥檚 do it as well as we can."

Retail ended 2024 on a high note as mobile shopping drove ecommerce sales and stores staged a comeback. Will the 2025 holiday season be as fruitful?

Amazon and Walmart dominate the landscape, but the other half of US ecommerce sales is still up for grabs.

Influencer marketing is a booming industry with applications across many verticals and target audiences. But identifying the right creators and tactics involves navigating a complex web of consumer preferences and platforms, and growing pressure from decision-makers to prove the ROI of campaigns.鈥�

Use this chart: Marketers can use this chart to understand where their target audiences are spending their watch time, and develop an omnichannel strategy that mirrors those consumption habits. Related 蘑菇AV reports:. US TV and Connected TV Ad Spending Forecasts H2 2024 (蘑菇AV subscription required). Digital Video Forecast and Trends Q1 2025 (蘑菇AV subscription required).

The perception that gamers lack purchasing power stems from unnatural product integrations that target them, said Alex Blum, chief operating officer of Unity, which powered the software integration for in-game purchases. 鈥淭here鈥檚 a perception that this demo doesn鈥檛 have disposable income, but we know there鈥檚 already billions being spent on digital assets,鈥� he said.

Best Buy Ads鈥� new Social+ feature allows advertisers to target the retailer鈥檚 customers on social platforms, starting with Facebook and Instagram. The tool uses Best Buy鈥檚 first-party data and supports Meta鈥檚 Advantage+ shopping campaigns. Instacart is giving all brands access to in-store advertising via its Caper Carts.

Okay, so you want to move Poshmark above Target and Costco? I can definitely see it above Target because what Target is doing is ultimately launching more products, and Target is a store that sells products. Costco's DEI moves felt really bold to me when they came out, and I do feel like they've lost some of their sheen, especially with this potential strike.

Retail media鈥檚 rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.

Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors, size, and legacy. We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.

VIZIO鈥檚 SmartCast OS will enhance Walmart鈥檚 retail media network, offering brands a more precise way to target shoppers using Walmart鈥檚 first-party data. Streaming ads will enable Walmart to reach consumers beyond its website and stores, positioning it as a more competitive ad partner against Amazon and Google.

When buying and placing programmatic and digital ads, genAI can target specific consumer groups by demographic, geography, and disease state. Additional factors, such as shopping habits and brand preferences, can be used down to the neighborhood level.

With so many viewers hopping across multiple channels, it鈥檚 not enough to just target them鈥攜ou have to measure the outcomes, too. Premium CTV ad platforms provide performance marketing measurement, giving you one single source of truth to track and measure performance across the entire CTV landscape.