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About
Commerce Media Explainer 2024
Can the Success of Retail Media Translate Into New Arenas?
On the heels of explosive growth in spending on retail media networks (RMNs), nonretail verticals are adapting the media model in an effort to monetize their own first-party data. But advertiser appetite is yet to be tested, and the dynamics of different verticals present unique challenges, indicating an uncertain future for commerce media networks.
Key Question: What is commerce media, and which verticals beyond retail are positioned for success?
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Key Stat: More than half of brands (58%) and agencies (51%) are interested in retail media-like offerings from verticals besides retail.
authors
Sarah Marzano
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