Commerce Media Is Rewriting the Rules of Customer Connection

BCG surveyed 200 buyers of retail and commerce media and found that 86% say commerce media powered by first-party data drives higher performance than other forms of digital marketing. The article introduces a four-quadrant framework for evaluating commerce media networks and outlines how non-retail companies can build successful CMNs by driving value through first-party data, enabling scale through self-service tools, and proving results with closed-loop measurement.

Key Insights

• 86% of advertisers say 1P-data-powered commerce media outperforms other digital marketing

• Walmart now derives almost a third of enterprise profit from its commerce media business

• 94% of advertisers are interested in media network alliances and lifestyle partnerships

• Non-retail companies need to identify unique journey moments and customer signals to differentiate