"'Retail media' is yesterday's label, while 'commerce media' is bigger, broader and fast becoming the operating system for how brands plan, buy and measure across the entire media ecosystem."
"A lot of people think identity is just a list of IDs, but its real power is connecting those signals to who the consumer is offline. That's where you unlock value across channels."
"We see the full picture of spending, which allows us to personalize offers in a way that both respects privacy and drives performance."
Commerce media has expanded beyond retail into travel, finance, software and airlines, creating addressable audiences and shoppable, measurable experiences across new environments. The model centers on quality first-party data that is enriched, turned into actionable audiences, activated where consumers actually engage, and measured by provable outcomes. Identity functions as the offline linkage that adds richer context beyond simple ID lists. Trusted customer relationships and transaction visibility, especially at banks and other service providers, enable personalized offers that respect privacy while unlocking scale and monetization opportunities.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]