Commerce media is evolving as a powerful advertising tool, moving beyond retail to include sectors like restaurants, groceries, and ridesharing. By 2029, commerce media is estimated to account for a quarter of U.S. advertisers' digital media budgets, nearing $120 billion. Effective commerce media strategies center around leveraging first-party data as a competitive advantage, ensuring clean-loop measurement for trust, and focusing on the principles of commerce media instead of mimicking specific platforms. Brands can achieve measurable outcomes by activating their existing customer insights intelligently and efficiently.
"Many successful businesses are already applying commerce media strategies with the data and tools they already have. Understanding the core principles can help unlock better results."
"The most powerful advertising is rooted in what brands already know—their own customer data. Unlocking its value requires organizing, understanding and activating it in effective ways."
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