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Retail Media Supports the Rise of Commerce Media: eMarketer

The success of retail media has paved the way for the rise of commerce media, says a new report from eMarketer, sponsored by LiveRamp. Commerce media includes retail media and similar initiatives from non-retail vendors such as financial services, travel, and commerce intermediaries like Instacart and Uber Eats. Ad spend on financial media networks, for example, will reach $35 million in the U.S. this year, and more than quadruple by 2026.