What makes a retail media network stand out when seemingly every retailer is building one? And as advertising becomes more connected, how should marketers think about measurement, verification and creators?
In Episode 005 of Commerce Media Minute, Shaun Ayala looks at three stories that raised bigger questions about where commerce media is heading.
Academy Sports + Outdoors enters retail media
Academy Sports + Outdoors is building its own retail media offering across digital and in-store properties. The announcement raises an interesting question: as more retailers become media companies, does differentiation become just as important as scale?
Nielsen + DoubleVerify
Nielsen’s acquisition of DoubleVerify brings audience measurement and media verification closer together. Shaun explores what this could mean for advertisers—and why measurement, verification and supply-path transparency may be connected, but aren’t necessarily the same problem.
Creators become part of the marketing operating system
An ADWEEK conversation featuring Kevin Blazaitis of Creo and Chrissie Hanson of dentsu offered a different way to think about creator marketing: not simply as a social channel, but as something that can connect discovery, content, commerce and measurable business outcomes.
One idea especially stood out: instead of only asking how many people saw creator content, marketers may also want to consider how long that content continues creating value.
This week’s takeaway
As commerce media expands, some of the most interesting questions aren’t simply about what’s new—they’re about how retail media, measurement, creators and commerce start connecting.
Commerce Media Minute is a short-form weekly podcast exploring commerce media, retail media, AI, marketing innovation and the future of advertising.
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