— RESEARCH

Insights for Loyalty Ecosystems

Industry research from BCG, EMARKETER, and leading analysts on the growth of commerce media networks — and why non-retail enterprises with first-party loyalty data are best positioned to capture the next wave.

The Evolution of Commerce Media: Navigating a New Era in Advertising
Commerce Media, $100B Market, Advertiser Survey Joe Fitzgerald Commerce Media, $100B Market, Advertiser Survey Joe Fitzgerald

The Evolution of Commerce Media: Navigating a New Era in Advertising

McKinsey surveyed 150 advertisers and spoke with nearly 100 companies to map the commerce media landscape. The report projects the US commerce media market will exceed $100 billion by 2027, representing more than 20% of advertising budgets. Commerce media networks are expanding beyond retail into travel, financial services, and healthcare, with 55% of advertisers planning to increase CMN budgets in the next 12 months.

Key Data Points

  • US commerce media projected to exceed $100B by 2027, more than 20% of ad budgets

  • Commerce media CAGR of 21%+ from 2023-2027, outpacing display, CTV, and search

  • 55% of advertisers plan to increase CMN budgets; nearly half plan increases in travel, last-mile, and finance networks

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