Retail media started as a way to monetize retailer websites. It has since expanded into commerce media – a broader, data-driven strategy used across industries like travel, finance, telecom, and B2B.
Built on first-party data and consumer intent, commerce media is now a critical part of the digital ad landscape.
At the IAB Connected Commerce Summit, the session “Commerce Media 2.0: What’s Fueling the Next Wave of Growth” will explain how this shift is unfolding – and what brands, commerce media networks, and third party providers must do to keep up.
From Retail Media to Revenue Engine
Retail media has surged as a result of consumer shopping habits, privacy concerns, and deprecation of the third-party cookie. Retailers capitalized on authenticated audiences and transaction data to attract advertisers and boost revenue.
Now, that model is scaling. Commerce media has expanded beyond retail to any place people book, shop, or browse:
Airlines and hotel sites now offer ad inventory during booking.
Banks use transaction data to drive performance marketing.
B2B platforms use behavioral and firmographic data to target business buyers.
What’s Powering Commerce Media 2.0
At the Connected Commerce Summit, panelists will cover three areas driving the next wave:
Off-Site Activation
Brands can now use first-party data to target users beyond retailer sites – across the open web, social, and CTV – while maintaining precision.
Second-Party Data Collaboration
Tools like clean rooms and cooperative identity solutions help brands match audiences safely and share insights without compromising privacy.
AI & Real-Time Optimization
AI is streamlining how advertisers act on signals – improving creative relevance, media efficiency, and real-time bidding.
Why It Matters for the Industry
For brands, commerce media merges performance and brand marketing – reaching verified shoppers and tying campaigns directly to sales.
For platforms, the challenge is offering ad products that drive revenue without disrupting the customer experience. As expectations for transparency and measurement rise, execution matters more than ever.
This isn’t just retail media 2.0. It’s a new model based on trust, transaction data, and tight integration of media and commerce.
Join the Conversation
Commerce media is at a turning point. The “Commerce Media 2.0” session at the IAB Connected Commerce Summit will bring together the leaders defining this space.
Whether you’re a brand updating your strategy, a platform building new ad tools, or a marketer seeking better measurement – this is where you’ll learn what’s next.