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On today鈥檚 podcast episode, we discuss some of the moves commerce media players have made this year to stand out from the pack, why advertisers are investing in more or fewer media networks, and the main challenges for advertisers when it comes to working with media networks. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Arielle Feger, and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan鈥檚 casinos, RE/MAX鈥檚 real estate websites, and Planet Fitness鈥� gyms.

A 28.79% rise in stock price reflects investor confidence in AppLovin鈥檚 ability to expand beyond gaming and establish itself as a leader in digital commerce advertising.

Price is the biggest factor that influences US shoppers to purchase from a marketplace versus going directly to a retailer鈥檚 site, according to a May 2024 survey by Digital Commerce 360 and Bizrate Insights. Use this chart: Marketers and retailers can use this chart to highlight the importance of owned channels and illustrate the need for omnichannel marketing strategies. Related 蘑菇AV reports:.

While many users sell products via Twitch livestreams, Amazon has yet to position the platform as a rival to other social video commerce sites like TikTok Shop.

Getting your commerce media tech stack right takes time. Building partnerships and integrating workflows likely won鈥檛 happen all at once, so businesses should shop the market for the right partnerships, implement with care, and make sure to evaluate and reevaluate your operations as you scale. Here are steps businesses should keep in mind.

At the same time, Baidu鈥檚 ad revenues will decrease 4.9% due to traditional search鈥檚 struggle as consumers turn to digital commerce and video content. Similarly, total media ad spending growth in China will trend down from 9.4% in 2024 to 7.5% in 2025. Overall consumer spending remains sluggish, making marketers hesitant to spend on all advertising, including digital.

Key stat: US digital commerce platform gross payment value growth will slow down this year, increasing only 9.0% compared with last year鈥檚 25.0%, per our forecast.

Nearly every major retailer (and many smaller ones) has already launched media networks, but it鈥檚 not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

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.

LiveRamp CEO's growth strategy: Neutral positioning and network effects fuel commerce media and CTV expansion as ad budgets rebound.

鈥淲hen retailers can offer a delivery experience that the consumer expects, the consumer is less likely to abandon their cart,鈥� said our analyst Blake Droesch. More than one-third (36%) of US consumers abandoned an order last year because shipping costs were too high and another 29% did so because their items wouldn鈥檛 arrive on time, per an August 2023 report by Digital Commerce 360.

Instacart rolled out several updates to its Instacart Storefront platform: It added AI-powered conversational search and an in-store mode to its omnichannel digital commerce platform.

The creator economy, plus CTV and commerce media more recently, have made affiliate marketing more visible among marketers.

鈥淐lients are in more of an expansion, test-and-learn mindset with some of these RMNs,鈥� said Sejal Sheth, vice president of digital commerce and media at Harvest Group. Read the full report, Retail Media Forecast Report Update.

In-store, consumers want experiences that engage their senses, while online, they鈥檙e interested in generative AI (genAI) tools that can help them research products. Plus, young men in the South lead in fast-food consumption, retail leaders lean on loyalty to boost growth, and holiday spending remained in check (for the most part).

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

The media model popularized by retailers is now being adapted by companies in other verticals. Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.