1、Growth,Marketing&Sales PracticeThe evolution of commerce media:Navigating a new era in advertisingCommerce media networks are transforming digital advertising and changing how brand advertisers buy and optimize media.Our latest survey sheds light on the forces shaping the commerce media economy.by J

2、ack Trotter,Marc Brodherson,and Quentin George with Aparna SrinathMay 2025Advertising is the industry that wont sit still.Over the past three decades,the industry has morphed again and again.Brands once reached people primarily through mass media like TV,print,and radio,gaining precious few consumer

3、 insights.The internet changed all that with targeted and interactive campaigns online.More recently,retail media networks(RMNs)helped retailers enter the media business.Leveraging shopper and transaction data,RMNs help brands reach prospective customers through their websites,apps,and even off-site

4、 channels.Commerce media networks(CMNs)are the latest shift poised for tremendous growth.CMNs are advertising ecosystems that have expanded beyond retail.For industries as varied as financial services,travel,and even healthcare,CMNs integrate ads directly into the customer experience across multiple

5、 online and offline channels.Many CMNs use first-party data from transactions,customer behaviors,and loyalty programs to deliver targeted ads,boosting relevance and sales.CMNs are also experiencing extraordinary growth,with a CAGR from 2023 to 2027 expected to be more than 21 percent,outpacing displ

6、ay,connected television,and even search.1 Based on our triangulated market forecast,we project that by 2027,the US commerce media market will reach more than$100 billion(Exhibit 1).To gain deeper insights into this dynamic market,we surveyed 150 advertisers with decision-making roles at brands and a