"Take the recent push to reframe retail media as 'commerce media' to broaden thinking beyond using it as merely an extension of trade or shopper marketing. By framing retail media as commerce media, we open the door to new verticals - like travel or finance - that might not involve a direct transaction but which still provide valuable signals and insights."
"A growing factor in this debate is Amazon, whose new Retail Ad Service represents an impressive leap forward in accessibility and standardization. With this service, Amazon equips retailers to run ad campaigns using its proven tech, enabling precision targeting through first-party data and giving advertisers powerful new tools. It's a clear win for those looking to streamline retail media, but it comes with a caveat:"
Retail media is becoming more standardized, which risks diminishing some of its distinctive value. Brands have shifted media from a supplementary revenue stream to a strategic business driver. Reframing retail media as 'commerce media' expands potential use cases into verticals like travel and finance by valuing signals and insights beyond direct transactions. Marketers should avoid pigeonholing retail media as familiar formats as understanding matures. Amazon's Retail Ad Service increases accessibility and standardization by letting retailers use Amazon's tech and first-party data for precise targeting. Aligning retail media with established media norms may retrofit traditional practices onto retail and create disparities between Amazon and most retailers, raising market-dynamics concerns.
Read at The Drum
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