Retail Revolution: Decoding the Commerce Media Boom (Conor McKenna Partner, LUMA Partners)

Retail/Commerce Media has emerged as the fastest-growing digital advertising channel. What are the key factors that differentiate it from other advertising channels, and what do you believe is driving its rapid growth? Does the current trajectory of Retail/Commerce Media align with the initial expectations and hype surrounding its potential?

 With the exponential growth of Retail/Commerce Media as a digital advertising channel, what specific attributes or capabilities make it stand out from other forms of media? From your perspective, does Retail/Commerce Media live up to the hype in terms of delivering effective results and providing value for marketers and advertisers?

How do Commerce Media platforms, with their closed loop attribution and ability to turn ad spend into cost of goods sold (COGS), offer unique advantages in addressing signal loss and driving performance for marketers, particularly in the face of recessionary concerns? How can CPG brands effectively utilize these advantages to optimize their advertising strategies and achieve meaningful results?