There is a new e-commerce ecosystem at play in the fast-changing global mediascape. Retail media networks, projected to hit to more than USD $176 billion by 2028, are helping brands connect marketing activities with customer purchases, essentially closing the loop on all sales and transforming advertising with first-party data to deliver engaging, targeted ads. And hot on their heels are commerce media networks connecting first-party data from brands – from finance to travel – with advertisers. 

Providing an incremental revenue stream, the owned customer data of retailers and other commerce brands helps advertisers to:  

• plan and activate media more effectively  

• review how their advertising impacts consumer actions  

• adjust tactics more strategically online and offline  

• measure marketing efforts and media effectiveness on sales.  

Retailers hold unparalleled intelligence into what drives consumer behavior 

Retail media is no longer just about placing ads. It’s about creating meaningful connections with consumers. Retailer data opens doors for brands to meet customers exactly where it matters most. Grounded in omni-channel data and store-level access, Walmart Connect creates targeted advertising – from innovative in-store experiences with media activations on TV walls and self-checkout screens to sampling opportunities such as the Walmart Drive-in – using customer data accumulated from search and shopping on its website, app, and through pick-up and delivery.  

UK pharmacy chain Boots launched a media group to offer a full-service offering to its brand partners in a trend that’s trickling down to smaller, locally owned retailers too. Australian pharmacy retailer TerryWhite Chemmart is pushing its retail media unit TWC Connect into omni-channel underpinned by 2.5 million loyalty members and 7.2 million script patients to capture the fast-growing global health, wellness and beauty market as a “health-powered retail media platform”. At the other end of the spectrum, the biggest player of all Amazon Ads, which boasted USD $56.2 billion in ad revenue in 2024, has gone beyond capturing endemic brands to servicing clients from automotive to Hollywood studios. 

Beyond retail, commerce media from finance to travel and health is on the rise 


Research reveals nearly half of advertisers plan to increase their spending in commerce media in areas beyond traditional retail media. And here’s where it opens right up as brands like Uber and Expedia and many in the finance and health sector enter the digital advertising ecosystem. PayPal announced an advertising platform giving access to 400 million PayPal users along with those on Venmo and Honey. U.S. financial services company Chase also launched an ad network where brands can use its first-party financial data on customers’ spending patterns, connecting brands with 80 million customers through everyday purchases. And Australia’s leading bank CommBank launched its owned media network, CommBank Connect, opening its physical and digital channels to advertisers to enhance digital merchandising screens in branches. 

Uber’s ‘Journey Ads’ take over the customer experience from the moment they request a ride in-app to when they arrive at their destination with display, video and interactive in-app advertising. Coca-Cola engaged consumers at the 2023 FIFA Women's World Cup with the first-to-market Playable Ad targeting and engaging sports fans, tourists traveling to the event, and Uber Eats grocery shoppers. Users could play a branded game within a Post-Checkout Ad to unlock a special Coke discount. Game completion rates exceeded 90% with replays occurring throughout the entire campaign. 

Purchase-based targeting delivers success in the retail and commerce media ecosystem 

Closed-loop measurement shows immediate returns within a retailer’s ecosystem but doesn’t account for the broader commerce landscape. But data-driven targeting based on actual purchases increases relevance and eliminates waste, leading to better campaign performance. In fact, Circana research shows purchase-driven targeting through retail media networks can generate up to six times the ROI of traditional methods like demographic, behavioral, and location-based targeting. These networks provide advertisers with several advantages, such as access to rich consumer purchase data and real-time insights. With the right commerce media data partners, brands can create precise audience segments, optimize campaigns on the fly, and measure long-term customer lifetime value.  

Success is built on optimising data-driven targeting based on actual purchases


Each retail or commerce media network presents unique dynamics that should shape your strategy. There are five steps to improving audience targeting strategies and retail media ROI: 

• analyzing sales data to identify key growth drivers 

• identifying your most receptive customer segments 

• expanding product categories by leveraging valuable attributes 

• aligning ads to shopper mindsets across channels 

• adapting to retailer dynamics and price sensitivity. 

Tailoring strategies to each retailer ensures maximum impact. 

 

We’re building a seamless, adaptive, always-on media ecosystem  

At Circana, we envision a media ecosystem where businesses collaborate with us to align consumer behavior intelligence with purposeful media plans. This involves closing the loop between media exposure and tangible sales results. By introducing real-time data integrations, we can anticipate changes in consumer behavior and act proactively rather than reactively. This brings efficiency and effectiveness to the forefront, activating campaigns in real time and meeting consumers at every stage of their experience. Circana’s verified data, intelligent automation and AI-powered insights are now critical tools for future-proofing strategies and budgets - learn more in the Circana Future of Media Outlook Report.