Commerce Media vs. Retail Media: A Quick Guide

By: Ashley Chicola

Over the past few years, the retail industry's digital transformation has skyrocketed. With new ad formats emerging, it's easy to mix up terms like commerce media and retail media.

Let's break it down:

Retail Media

Big names like Amazon, Walmart, and Target use retail media to target consumers at the point of purchase with ads on their ecommerce sites. This strategy uses first-party data from a specific retailer to deliver relevant ads both on and off their platforms.

? Ideal for large retailers with vast first-party customer data.

Commerce Media

From travel to financial services, commerce media gives any business with first-party, purchase-based data new opportunities to engage and monetize their audiences. It leverages first-party data and other insights to target shoppers across the open web.

? Perfect for non-retail companies looking to capitalize on their audiences.

Here's a visual to show the differences and where they intersect:

Key Benefits for Advertisers

Retail Media: Tailored reach, leverages first-party data for targeted ads across a specific retailer's sites/apps and third-party platforms.

Commerce Media: Broad reach, uses combined first-party and external data for targeted ads across diverse channels and formats.

Selecting the Best Fit

Both strategies offer unique benefits for brands and can complement each other for a robust advertising approach.

?? Want to learn more about how these strategies can transform your business and discover which one best suits your needs??

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