Evolution and Key Aspects of Commerce Media

This chapter covers the evolution and key aspects of commerce media, emphasizing the significance of a strong marketplace for success. Insights are shared from experiences at companies like P&G, Amazon, and Uber, focusing on strategies to make sellers visible to buyers through commerce media. Discussions include the allocation of budgets between advertising and trade, challenges in moving from trade to branding budgets, setting budgets per retailer based on business plans, and efforts to market different assets like Uber Eats and in-vehicle advertising.