Commerce media is evolving by expanding beyond traditional retail settings into new areas such as airlines, hotels, banking, and B2B platforms. Brands can now use first-party data for targeted advertising across diverse digital landscapes, including off-site activations on the open web and social platforms, while ensuring audience privacy through second-party data collaborations. Additionally, the integration of AI technology is transforming how advertisers leverage insights, leading to improved relevance and efficiency in real-time bidding processes. This shift marks a significant transition for commerce media, highlighting new opportunities for brands and providers.
Commerce media has expanded beyond retail to any place people book, shop, or browse, including airlines and hotel sites, banks, and B2B platforms.
Off-Site Activation enables brands to use first-party data to target users across the open web, social, and CTV while maintaining precision.
Second-Party Data Collaboration with tools like clean rooms and cooperative identity solutions allows brands to safely match audiences and share insights without compromising privacy.
AI is streamlining advertisers' actions on signals, improving creative relevance, media efficiency, and real-time bidding in commerce media.
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