Expanding Commerce Media: Strategies for Emerging Verticals at Retail Media Days NY

The Retail Media Days conference in New York brought together industry leaders to discuss the evolution of commerce media and the emergence of new verticals beyond traditional retail.?

Fluent Co-Founder and Chief Customer Officer, Matthew Conlin , and other prominent voices from Uber , United Airlines , dentsu , and Solomon Partners shared insights on how businesses across various industries are leveraging commerce media to unlock new revenue streams and drive deeper consumer engagement.

Here are five quick takeaways, or keep scrolling for a more in-depth look at the panel discussion:

TL;DR: Five Key Takeaways to Stay in the Know ??

• Exploring New Verticals: The space is expanding beyond retail to industries like finance, travel, and transportation, tapping into first-party data to drive conversions.
• Leveraging First-Party Data: First-party data is your secret weapon for personalized, high-impact advertising - but only if it's managed with transparency and precision.
• Navigating Fragmentation: While fragmentation presents challenges, it also opens up opportunities for advertisers to reach niche audiences with precise targeting.
• Prioritizing Context: Brands should focus on delivering contextually relevant messaging that aligns with when, where, and how customers are shopping.
• Redefining Partnerships: The industry must prioritize transparency and flexibility to build partnerships that benefit both publishers and advertisers.

Deep Dive: Unpacking the Commerce Media Opportunity ?

Beyond Retail: Commerce Media's Next Frontier ??

Commerce media is no longer confined to retail giants. As Ashan Khan at Uber Advertising highlighted, commerce media is essentially “any media that drives a conversion or transaction.” This shift has empowered industries like financial services, travel, transportation, and hospitality to launch their own ad businesses and monetize their customer journeys.

First-Party Data: The Key to Personalization ???

With the decline of third-party cookies, it’s not about how much data you have, but how strategically you use it to drive hyper-targeted ads that actually convert. Megan Cameron at Dentsu stressed the importance of transparency, noting that advertisers need to focus on how data is collected, shared, and used to enhance the consumer experience.

Turning Fragmentation into Opportunity ??

While commerce media networks are expanding, there’s also a growing sense of fragmentation. The challenge for advertisers is learning how to allocate budgets effectively across platforms. As Richard Nunn at United Airlines suggested, while fragmentation may seem like a hurdle, it also represents an opportunity to reach niche audiences.

The Power of Context: Engaging Across Touchpoints ??

According to Megan Cameron at Dentsu, there has been a shift in thinking about consumers from people who “go shopping” to people who are “always shopping.” Whether they’re waiting for a flight or riding in an Uber, it is essential to connect with consumers in these “in-between” moments with messaging that feels relevant, not intrusive.?

Redefining Commerce Media Partnerships ??

With Meta and Google reaching saturation, advertisers are looking for new, scalable channels to reach high-value audiences. According to Matthew Conlin at Fluent, commerce media networks offer a compelling alternative, but success will hinge on transparency and flexibility in partnerships.

Looking to 2025: The New Rules of the Game ??

The future belongs to those who can harness the power of first-party data and contextual targeting to activate strong commerce media partnerships. As the industry moves forward, the focus must shift from mere scale to quality, transparency, and a deeper commitment to enhancing the consumer experience

Want to learn how to make the most of the commerce media opportunity? Fluent can help!

• Integrate commerce media solutions into your website or app ???
• Leverage commerce media solutions to convert new customers ???