"The business of retail media is booming, turning retailer ad revenue into a fast-growing profit center. Other industries are taking notice and now looking to cash in on their own first-party data and media assets. The industry is barreling toward what could be called peak ad network, as everything from financial corporations to real estate companies look to get in on the ad network frenzy."
""I hate to say this, but we have to define the definition [of ad networks] because it means different things to people," said Elizabeth Marsten, vp of commerce Media at Tinuiti. Just this month, Shopify launched Shopify Product Network and Mastercard rolled out Mastercard Commerce Media, adding to the list of 250-plus ad networks, according to retail media intelligence platform Mimbi. Keeping track of who's who can be challenging, especially as new players keep cropping up and the lines blur between categories."
Retail media is booming, turning retailer ad revenue into a fast-growing profit center. Industries beyond retail are seeking to monetize their first-party data and media assets, prompting a surge in ad networks across finance, real estate, travel and other sectors. The expanding definitions of retail, commerce and ad networks complicate strategy and spending decisions. New entrants such as Shopify Product Network and Mastercard Commerce Media join hundreds of existing networks, blurring lines between retailer-run platforms and broader commerce media. Ambiguities around platforms like Amazon Ads illustrate classification challenges. Broader industry bodies have redefined commerce media to encompass this wider set of players.
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