Commerce media has undoubtedly been one of the most eagerly-discussed emerging sectors in the advertising industry over the last year. Global and local brands are keenly exploring how to advertise through the channel, given that it offers marketers a method of meaningfully demonstrating return on investment (ROI), thus fulfilling the “closing of the loop” between media spend and actual sales data, which has become particularly prevalent against the backdrop of identifier deprecation across display and mobile environments.

While much has been made on these opportunities for marketers in commerce media, there have been fewer investigations examining attitudes to commerce media from the perspective of retailers and commerce media platforms, and how their investment in the sector is set to evolve accordingly.

Posted by IAB Europe