"There are certainly opportunities for everyone in this space, said Erik Brackmann, vice president, commerce media at Koddi. This reflects the growing potential of commerce media in the travel industry."
"If the open web becomes less fragmented from the user's perspective, blanket programmatic and broad paid social become less effective as awareness nets, said Nick Slavin, CEO and co-founder of demand creation platform Curacity. This indicates a significant shift in advertising strategies."
"McKinsey predicts commerce media networks will have a compound annual growth rate of 21% from 2023 to 2027, outpacing display, connected television and even search. This projection underscores the rapid evolution of advertising in the digital space."
AI is rapidly changing the digital advertising landscape, particularly for travel brands utilizing commerce media to regain control. This approach allows advertisers to monetize traffic through first-party customer data, enhancing targeted advertising. Online travel agencies have been early adopters, partnering with tourism boards to promote destinations effectively. Traditional online marketing is declining due to AI-driven search and zero-click answers, leading to fewer ad exposures. McKinsey forecasts a 21% growth in commerce media networks from 2023 to 2027, highlighting the shift towards high-intent audiences and the importance of timely offers.
Read at Phocuswire
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