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Commerce media is capturing a growing share of advertiser budgets by targeting consumers at a moment traditional channels miss: when they're actively making a purchase. This year, commerce media is expected to reach nearly 21% of digital ad spending and nearly 17.5% of total media spend, according to EMARKETER's April forecast. |
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"There's never a clearer sign that someone is open to a new offer in buying something than when they're literally buying something," said Sophie Donoghue, senior vice president of client success at Rokt, at EMARKETER's Ad Buyer Strategies Summit in conversation with our analyst Suzy Davidkhanian. "It's a really active environment versus a passive scrolling." |
