Behind the Numbers: an EMARKETER Podcast Commerce Media Trends and Opportunities | Behind the Numbers: Special Edition
May 17, 2025
Lauren Griewski, Head of Sales and Partnerships for Chase Media Solutions, shares insights on how commerce media is transforming the advertising landscape. She discusses the impact of economic challenges on retail media and the innovative strategies from giants like Amazon and DoorDash. The conversation covers the role of generative AI in content creation and emphasizes the importance of personalized marketing in building brand loyalty. Plus, they explore how consumer insights can inform tailored marketing strategies for various life stages.
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Dominance and Pressure in Retail Media
- Amazon and Walmart dominate retail media spending, capturing over three-quarters of the market.
- Smaller retail media networks face intense competition and pressure to prove their value amid economic uncertainty.
Tariffs Impact Retail Media Differently
- Economic tensions like tariffs hit retail media unevenly, with luxury and internationally sourced goods more vulnerable.
- Essential categories like grocery with domestic supply chains may show resilience despite global trade shocks.
Innovation Sustains Retail Media Growth
- Despite challenges, non-Amazon/Walmart retail media networks can outgrow the giants in percentage terms.
- Programmatic buying advances and advertiser satisfaction signal ongoing momentum for retail media innovation.