The Evolution of Commerce Media in Europe


Commerce media has undoubtedly been one of the most eagerly-discussed emerging sectors in the advertising industry over the course of last year. Global and local brands are keenly exploring how to advertise through the channel, given that it offers marketers a method of meaningfully demonstrating return on investment (ROI), thus fulfilling the “closing of the loop” between media spend and actual sales data, which has become particularly prevalent against the backdrop of identifier deprecation across display and mobile environments.

While much has been made of these opportunities for marketers in commerce media, there have been fewer investigations examining attitudes to commerce media from the perspective of retailers and commerce media platforms, and how their investment in the sector is set to evolve accordingly. To that end, ExchangeWire has produced this Insights & Attitudes report, in association with PubMatic, to ascertain how sellers of goods and services within Europe are interacting with commerce media, the core drivers and barriers to increasing commerce media investment, and how retailers are working with technology partners to capitalise on opportunities within the sector.

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