"In the decade-plus since Amazon started selling ads based on people's purchase histories, retail media has ballooned into a $59 billion business in the U.S., per eMarketer. But that's just retailers. Airlines, hotels, financial services companies and even gyms have also started to spin up ad businesses on the backs of their customer transaction databases, which has spurred a new term: commerce media."
"Amazon's campaign manager overhaul is designed to fix what advertisers disliked most about its DSP. Mixed signals are coming out of the Q4 ad marketplace - some buyers report a recent drop-off in ad spend from a number of categories, while others say alarms aren't yet ringing for 2026. TikTok Shop is preparing for the peak holiday shopping season, when strong sales are often accompanied by an uptick in counterfeit goods and fraudulent behavior."
Retail media grew from Amazon's purchase-history-based ads into a $59 billion U.S. business, driven by advertisers leveraging shopper behavior. Airlines, hotels, financial services firms and gyms have created ad businesses by using customer transaction databases. Commerce media means ads targeted and measured using transaction data, enabling precise performance tracking tied to purchases. The concept enables turning many types of ad inventory into commerce-focused placements. Market developments include platform updates, mixed signals in ad spending across categories, and marketplace preparations for peak shopping seasons that raise counterfeit and fraud risks.
Read at Digiday
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