"In the short history of commerce media, hundreds of networks have emerged. Yet most premium on-site and in-store inventory remains in walled gardens. Media buyers are left juggling disparate tools, inconsistent measurement and legacy workflows. The result? Demand is stalling, not because of a lack of interest but because commerce media still lacks the interoperability, transparency and ease-of-use needed to meet the expectations of modern media buyers."
"With more supply than ever to choose from, media buyers want seamless experiences, full-funnel performance and AI-powered outcomes with less complexity. The networks that make their inventory easy to buy and give open access to key formats like sponsored listings and in-store ads will be the ones that win more ad dollars. The unlock? Making all this possible through the DSPs that media buyers already use today."
Commerce media has expanded rapidly, producing numerous networks while much premium on-site and in-store inventory remains locked in walled gardens. Media buyers face fragmented tools, inconsistent measurement and legacy workflows that stall demand despite strong interest. Buyers increasingly demand seamless experiences, full-funnel performance and AI-driven outcomes with lower complexity. Networks that expose inventory easily and open access to sponsored listings and in-store ads will capture more ad dollars. Integrating inventory into DSPs and embracing SSPs enables interoperability without sacrificing targeting, attribution and measurement strengths. Programmatic infrastructure offers automation, personalization and scale, and 80% of advertisers and agencies indicate greater willingness to allocate budget if programmatic buying is available.
Read at AdExchanger
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