retail media versus commerce media
what is Retail Media?
Advertising within a retailer’s ecosystem based on their own data. It focuses on audience activation using the retailer’s commercial data. Retail media is the advertising model used by food and non-food retailers.
what is Commerce Media?
Advertising across multiple ecosystems. It also focuses on audience activation using commercial data, but regardless of sector. Commerce media extends retail media to the entire economy, where commercial data is generated.
Adhese’s point of view
Over the past few years, retail media has become one of the fastest-growing advertising segments. Both food and non-food retailers are expanding their role. At the same time, new data owners, such as postal services and sports clubs, are entering the market. Advertisers are increasingly expecting an integrated, audience-driven omni-channel approach.
Consequently, retail media is evolving into commerce media. At Adhese, we do not view this as a passing trend, but rather as a fundamental shift in the convergence of commercial data, media, and technology. Retailers have always been the catalyst. They own rich customer and transaction data. Commerce media encompasses every ecosystem that holds valuable commercial data:
- Marketplaces
- Sports clubs
- Payment and banking
- Travel platforms
- Loyalty platforms
- Telecom providers
- Entertainment and ticketing
In the world of commerce and media, any company that possesses valuable data has the potential to become a media owner.
Adhese’s vision on sustainable growth
Adhese believes that the commerce media sector can only grow sustainably if media owners:
- retain full control over their data
- decide for themselves which partners get access
- use transparent technology.
Open ecosystems and open infrastructure are required for commerce media. Commerce media creates value by connecting ecosystems. While walled gardens may help retail media to scale up, they cannot support commerce media. This is where Adhese differs structurally from other players.
Adhese enables the transition
Adhese enables media owners to transition from retail to commerce media in a way that is:
- fully independent
- fully transparent
- fully privacy-first
conclusion
The market is moving towards commerce media. This is not just hype, but a natural evolution. Although retail media remains an important foundation, the model is becoming broader, richer and more cross-ecosystem than ever before.
Adhese embraces this evolution in its own unique way with:
- technology that prioritises ownership,
- a philosophy that embeds transparency,
- an architecture that protects privacy,
- and with an open architecture that allows multiple technology partners to connect.
Reach out to our commercial team to discuss this subject or to find out how we can help you with our privacy-first adtech solutions.
➤ Read more about this topic in the interview with Tim Sturtewagen
➤ Or read our article on how Adhese can help you run safer, compliant political, retail or commerce campaigns