Commerce media is predicted to drive more than $1.3 trillion of enterprise value in the U.S. by 2026, making it a transformative advertising force in the industry.
Terms like 'commerce media' and 'retail media' are often used interchangeably, but they represent two distinct marketing channels with unique opportunities, players, and strategies.
First-party customer data, including past purchases and contextual signals, is crucial for personalizing offers in a brand-safe environment, offering a clear line of attribution.
Retailers, with their data, insights, and customer loyalty, have become crucial gatekeepers for advertising opportunities, enabling highly relevant content and offers to target shoppers effectively.
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