EMARKETER forecasts that commerce media will grow to represent over 25% of total digital advertising spend. The report highlights that future growth depends on integrating retail data with offsite channels like CTV and improving measurement transparency across fragmented networks.
The shift of retail data into offsite channels marks a critical evolution for streaming monetization. As commerce media networks move up the funnel, CTV becomes the primary vehicle for closing the loop between brand awareness and verified purchase data. This integration forces a higher standard for measurement transparency, as advertisers now demand clear attribution across fragmented streaming environments. For the broader ecosystem, this trend suggests that the most valuable inventory will be tied to platforms that can prove direct sales impact rather than just reach. Watch for whether commerce networks can successfully incentivize agencies to use them as primary intermediaries for cross-platform video buys.
EMARKETER forecasts that commerce media will soon capture 25% of total digital advertising spend. This growth is driven by integrating retail audience data into offsite channels like CTV and social media. This shift is critical for streaming, as it allows advertisers to connect brand awareness directly to verified purchase data.
EMARKETER projects that commerce media will soon represent over 25% of the total digital advertising market.
Commerce media allows platforms to connect retail audience data to CTV, serving as a vehicle to close the loop between brand awareness and verified purchase data.
Analyst Sarah Marzano identifies a lack of transparency in measurement as a primary hurdle for fragmented commerce media networks.
Winning platforms are currently prioritizing technical infrastructure and talent over high-level strategy roadmaps to support their growth.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source
