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But I do think we've reached a point now where it's more about the risk of investing or investing more money into a tactic that is harder to measure than quote, unquote "traditional" digital media. And that makes sense.

Amazon reportedly made the offer via a letter to Vice President JD Vance and Commerce Secretary Howard Lutnick鈥攖hough the Times reported that various people involved in the talks aren鈥檛 taking Amazon鈥檚 bid seriously. The bid 鈥渋s proof of TikTok鈥檚 prowess in ecommerce and the changing nature of how consumers shop and buy,鈥� per 蘑菇AV vice president of content Jasmine Enberg.

Commerce media is knit together by the use of first-party commerce data to power targeted advertising. But beyond that foundation, the strengths, use cases, and challenges can vary depending on the vertical.

Retail media and commerce media right now is propped up by a giant network of ad tech companies that we know and love. Amazon is the biggest player in commerce media. They own like 75% of the market, and making their ad tech available for other networks both makes it easier to launch a media network and means that Amazon advertisers can potentially advertise with those networks easier.

鈥淚t shows how an in-demand product can really drive this kind of livestreaming 肠辞尘尘别谤肠别.鈥�. 3. Examine the resale opportunity. A similar focus on exclusivity has gone a long way for resale platform Whatnot, which focuses on collectables where consumers must be watching the livestream to buy specific products.

Recognizing that globalized commerce, AI, and crypto, embracing new tech and forging partnerships charts a way to weather鈥攁nd profit鈥攆rom these changing winds.

Goldsmith, who scouted talent for mid-level and executive roles at the Commerce Media Brand Summit conference in Atlanta earlier this month, cited a 鈥渧ery strong鈥� pent-up need for critical retail media and ad tech roles after some stagnation in 2023 and 2024.

Guide to TikTok for social media marketing and commerce.

Car commerce is just beginning. Both Apple and Google have partnered with apps to integrate payment options for services like gas or parking. Most carmakers have teamed up with finance companies to provide payment solutions in cars. The actual level of in-car commerce remains small, but rapid growth seems likely. A rich media and commerce landscape means native advertising should follow.

It鈥檚 still early days. There are signs that point to cars becoming a major new media and advertising venue. But both commerce and media are still developing in cars鈥攁nd at the moment, neither is completely ready for native ad formats.

As embedded operating systems become more common, commerce will spread beyond the early partnerships that focused on car-related payments, such as parking or gas, to other types of commerce. Click-to-buy comes to your TV.

Over half of US and UK adults research and buy products online via a retailer鈥檚 website, per Coveo. More than a third (37%) take a slightly different approach, researching products on a retailer鈥檚 website but waiting to buy them in a physical store.

Guide to TikTok for social media marketing and commerce. Methodology: Data is from the June 2024 蘑菇AV survey titled "US Social Commerce." 1,207 social media users in the US were surveyed between March 1 and March 14, 2024.

The Financial Media Networks Explainer (蘑菇AV subscription required). 3 industries poised for retail and commerce media network growth. Fintechs are beating traditional financial institutions in brand awareness鈥攈ow are they doing it? Do financial institutions understand Gen Z鈥檚 banking communication preferences?

Agentic AI could transform payments and commerce, creating more seamless and hyperpersonalized experiences for consumers and businesses to better meet changing customer demands.

In-app commerce is driving results for brands willing to put in the effort. TikTok鈥檚 US audience reached 112.4 million at the end of 2024, with those ages 18 and older spending an average of 51 minutes a day on the app. That鈥檚 significantly higher than the averages for Instagram (35 minutes) and Facebook (31 minutes).

What it does: Criteo is a commerce media company with both an SSP and a DSP that allows retailers to create self-service solutions for advertisers. Criteo built its business off of ad retargeting, which relies on third-party cookies, and has pivoted to retail media in response to the decline of the cookie.

Digital wallets are also quickly becoming commerce enablement platforms through features like digital smart receipts and payment method optimization. These services can boost both user loyalty and purchase conversion. This article originally appeared in Insider Intelligence's Payments Innovation Briefing鈥攁 daily recap of top stories reshaping the payments industry.

Why it matters: The sale reflects broader shifts in digital media strategy and demonstrates the value of niche but culturally significant content brands. Independent ownership allows First We Feast to expand into live events and new platforms.