What Is The Difference Between Retail Media & Commerce Media?

Retail media was the earlier term that was used because it was primarily retailers that had their data available to Power Media but very soon delivery platforms like instacar door Dash uh and others started adopting that idea and you know they were not really retailers but they were essentially offering the same type of media but now just in the last uh 6 months or so we’ve seen non- retailers also use the term and offer up a similar proposition so people like JP Morgan Chase Marriott people like uh in and PayPal and so on so forth so these are companies that have very detailed consumer transaction data and some ways offer the same value proposition I think that’s what led to the expansion of the term retail media to Commerce media so it’s any form of Commerce data that can be used to Power Media the evolution has been primarily driven by the fact that brands are looking first off for connecting with consumers closer to the point of purchase right so obviously you can advertise on YouTube and Google and so on so forth but it’s not close to where the purchase is occurring right whereas if you advertise on Walmart.com amazon.com you’re now getting very close to the point of purchase so that’s one big reason the second is as cookies go away privacy laws kick in it’s getting harder and harder for Brands to reach the right people in a very precise and relevant Manner and so retailers data is becoming a substitute for that broader cookie based targeting and I think that’s why brands are starting to move more and more towards retail media.