1、US Commerce Media Forecast 2025Retailers Cede Share as Emerging Verticals Find Their FootingAuthor:Sarah MarzanoContributors:Oscar Bruce Jr.,Suzy Davidkhanian,Wendy Malloy,Emma Noyes,Naomi Rebuelta,Matt Torpey,Paul VernaCompliments of2Executive Summary US commerce media ad spending will exceed$100 b

2、illion by 2028.While YoY growth will slow throughout our forecast period,commerce media is poised to make up nearly 1 in every 4 digital ad dollars spent by 2028.Retails share of commerce media is set to fall below 90%.Retail media will continue to dominate commerce media ad spending,but its share w

3、ill decline each year as nonretail verticals find their footing.Nonretail commerce media will grow at a faster rate.Nonretail commerce media will enjoy a CAGR of 34.1%between 2025 and 2028,compared with 16.2%for traditional retail media.Distinct nonretail commerce media cohorts are forming.Financial

4、 services,travel companies,and commerce intermediaries are among the distinct cohorts of commerce media hopefuls.Compliments of3A G E N D A1|Forecast overview(20252028)2|A(slowly)shifting landscape3|Distinct cohorts take shape4|RecommendationsCompliments of4Commerce media spending will surpass$100 b

5、illion by 2028billions in US commerce media ad spending,%change,and%of total digital ad spending,20242028Note:digital advertising that appears on websites or apps owned and operated by companies primarily engaged in selling products or services or that is bought through a commerce companys media net

6、work or demand-side platform(DSP)utilizing first-party data for real-time targeting;includes financial,retail,and travel media ad spending;excludes purchase-dependent marketing partner offersSource:EMARKETER Forecast,Dec 2024Compliments of5Retailers wrote the commerce media playbook,but its evolutio