"Commerce media hadn't yet finished explaining itself when the next wave arrived. At CES this year, the conversations around retail and commerce media felt subtly different. Less evangelism, fewer victory laps, more quiet recalibration. The category that built its confidence on first-party data, closed-loop measurement and proximity to purchase is now being forced to ask a harder question: what happens when buying itself becomes automated?"
""We've been running personalized card-linked offers for over a decade," Klenoff says. "What we've done now is evolve that into a broader value proposition, inclusive of more kinds of content, reaching more consumers and solving more problems for advertisers around the world." That evolution has produced a network of around 500 million consented consumers and more than 25,000 brands, connected through direct, one-to-one publisher integrations. Consumers are enrolled in logged-in environments. Content, incentives and offers are personalized at an individual level."
Commerce media built momentum on first-party data, closed-loop measurement and proximity to purchase, but faces disruption as buying becomes automated. Mastercard has evolved infrastructure-based card-linked offers into a broader commerce media proposition operating at large scale. The network includes around 500 million consented consumers and more than 25,000 brands, connected via direct publisher integrations and logged-in environments. Content, incentives and offers are personalized to individuals and campaigns can be measured against actual transactions. As agentic AI drives automated purchasing, trust, security and provable proof-of-purchase will outweigh traditional placement-focused tactics, requiring strategic recalibration.
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