6 Reasons Commerce Media Is On the Rise

Jun 30

Today, more than ever before, marketers use commerce media to drive their business growth. Using data intelligence and digital advertising to reach consumers across their shopping journeys, commerce media allows marketers to deliver better shopping experiences.

So what’s driving the growth of commerce media? Below, we cover six core reasons why commerce media is becoming an increasingly essential marketing practice.

1-Ecommerce is beginning to stabilize after seeing rapid growth.

The meteoric rise of ecommerce is cooling down due to a sense of new normalcy and the return of consumers to work/school/entertainment. Commerce media is gaining ground because it enables marketers to adjust to the changing times with marketing solutions that drive visits and conversions both online and offline.

2-Consumers are increasingly using the open internet to research and shop for products.

More consumers than ever before are starting their search journeys on retail and brand websites instead of using search engines. With consumers bypassing online marketplaces, commerce media opens new opportunities for marketers to connect with consumers on publishers and retailers across the open internet at critical search touch points.

3- Privacy regulations are growing

With the emergence of new privacy laws and the end of third-party cookies, marketers and media owners are searching for ways to responsibly reach consumers and monetize audiences. Commerce media, with its focus on first-party data and responsible advertising, is an attractive option for those looking to future-proof their strategy.

4- First-party data strategies are imperative

Due to the previous point, an entire ecosystem of players is profoundly affected by the decline of third-party cookies. Marketers now prioritize gathering and growing first-party data, publishers are expanding their first-party data strategies to prepare for the decline of CPMs, and retailers are venturing into new ways to monetize their first-party assets. Commerce media helps all ecosystem players achieve their first-party data goals.

5- Proving ROI makes all the difference

Many companies lack the qualitative metrics to demonstrate the impact of their marketing spend. Commerce media provides closed loop reporting, so you can track ad spend to product sales and fill in the gaps for ROI analysis.

6- The role of “head of commerce” is becoming more common

Across industries, agencies and brands are hiring Head of Commerce talent who boost business growth through a 360° approach to commerce. These professionals spearhead everything from search and display to shopper marketing and retail media. A commerce media approach gives them a holistic view of marketing, allowing them to activate audiences and measure results across a variety of channels and formats all from one place.

Learn more about the power of commerce media

In an ever-evolving world of shifting consumer behaviors, ecommerce preferences, regulations, industry changes, and more, commerce media stands as a future-proof solution that can enrich consumer experiences while achieving business outcomes.