"Retail media is dead - long live commerce media. The old "basket-based" definition is giving way to a vision where every screen, stream and channel can drive shoppable moments. Intuit is watching closely. QuickBooks is already a hub for millions of SMBs - and while no product exists yet, the logic of commerce media being extended to small business software is tantalizing. United Airlines wants to turn seatbacks into storefronts. Screens at 30,000ft are being reimagined as connected commerce opportunities."
"Best Buy Ads is only three months old, but it's ambitious. Lisa Valentino says the brand's tech heritage makes it uniquely placed to sit "at the intersection of culture and commerce." Kimberly-Clark is leaning on creativity. With Luiz Sanches now in as chief creative officer, expect household categories like tissue and hygiene to be reinvented through sharper creative and smarter data. Chase is injecting a media mindset into banking."
Commerce media is shifting from a basket-based retail model to omnichannel shoppable moments across screens, streams, and channels. QuickBooks could become an SMB commerce hub as small-business software aligns with commerce media logic. Airlines and in-flight screens are being considered as storefront opportunities. New retailer ad units like Best Buy Ads emphasize tech heritage and culture-commerce intersections. Brands such as Kimberly-Clark prioritize creativity plus smarter data. Banks like Chase are adopting media mindsets. Clean rooms, first-party data strategies, privacy-safe attribution, and potential consolidation and agentic AI are reshaping commerce media strategies, with creative regaining importance.
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