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

Commerce Media$100B MarketAdvertiser Survey
Written By Joe Fitzgerald

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

Joe Fitzgerald
Previous

Commerce Media Is Rewriting the Rules of Customer Connection
Next

Commerce Media at an Inflection Point: How to Win with a Full-Stack Approach