— 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.

Commerce Media Is Rewriting the Rules of Customer Connection
Commerce Media, First-Party Data, Non-Retail, Measurement Joe Fitzgerald Commerce Media, First-Party Data, Non-Retail, Measurement Joe Fitzgerald

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

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