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DECEMBER 15, 2025 |
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Agencies are increasingly acting as commerce media guides, helping brands move past outdated structures, sort through measurement standards, and bring AI into their planning. |
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While commerce media networks (CMNs) have expanded to capture more than just retail media dollars, the silos between brand, retail, and sales teams make integration a challenge. |
“Retail media networks (RMNs) have now become publishers…but a lot of our clients have legacy structures,” said Lauren Boyle Sanvidge, head of commerce at PHD Media during EMARKETER’s Commerce Media Summit. “Our job as an agency is connecting those dots.” |
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Here’s what’s shifting in the agency-CMN relationship. |
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The ownership question is still unsettled |
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Retail media has matured, but many organizations haven’'t evolved their internal structures to match. No matter which team owns the budget, cross-functional buy-in |
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is critical, said Ethan Goodman, president of digital commerce at Publicis Commerce. |
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Integration is still new. Only 12% of commerce media decision-makers have advanced full-funnel offerings, according to November Koddi and Forrester Consulting data. |
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Albertsons Media Collective has rolled out a new off-site feature that lets consumers add products, recipes, coupons, or offers directly to their Albertsons cart from media placements across the open web. |
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The new “Add-It” feature is currently available for display and shoppable content, with connected TV (CTV) and social integrations on the way. |
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Why it matters: The functionality reflects a wider industry move to collapse the gap between discovery and conversion by embedding purchase moments into more channels across the open web. |
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It also aligns with rising interest in shoppable experiences. |
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