Commerce Media’s Moment: 5 Key Insights from the 2024 EMARKETER Summit
Fluent, Inc
Fluent empowers brands to acquire and retain customers across the entire omnichannel marketing experience.
At this year’s EMARKETER Summit, Fluent’s Pasqual (PJ) Triboletti joined Sarah Marzano ( EMARKETER ), Aracely (Cely) Moreno-Mosier ( 百事 ), and Jeffrey Bustos ( IAB ) to discuss how industry platforms, first-party data, and non-endemic ads are reshaping sales strategies for 2025 ??
Check out our key takeaways below, or watch the full recording on-demand HERE.
1. Commerce Media Expands Beyond Retail ??
Non-retail sectors like finance and travel are adopting commerce media, using cross-merchant data to gain insights into consumer behavior.?
2. Merchants Are Under Pressure to Prove Performance ??
Brands are demanding measurable results from commerce media campaigns, with companies like PepsiCo assessing networks based on scale and targeting capabilities.
3. Standardization Will Be Key for Scaling Ad Buys ??
The IAB’s guidelines aim to streamline ad specifications and transparency, helping advertisers allocate more budget and resources to media rather than campaign management.
4. In-Store Commerce Media Bridges Online and IRL Experiences ??
Retail media can enhance the online-to-offline journey, with digital ads in physical stores creating engaging, targeted experiences.
5. Non-Endemic Advertisers Enter the Chat ???
Post-transaction ads unlock an exciting opportunity for non-endemic brands to get involved in commerce media, allowing advertisers to connect with consumers in a shopping mindset.
Next Steps for Commerce Media Success ??
All commerce media players—including traditional retailers—are under pressure to prove the effectiveness of their media offerings and deliver measurable results.
To meet advertisers' expectations, the following will be essential:
Commerce media networks that can clearly showcase incremental brand growth and create seamless customer journeys will be best positioned to capture advertising budgets.
Ready to capitalize on the commerce media moment? Fluent can help!
? Integrate post-transaction ads into your website or app ?? Get in Touch
? Leverage post-transaction ads to convert new customers ?? Learn More