Commerce media is having its moment. That couldn’t have been truer at this year’s Shoptalk, where industry leaders gathered to explore how to navigate this quickly evolving landscape. From the convergence of connected TV and commerce media to the rise of AI-powered personalization, this year’s discussions highlighted both the complexities and opportunities in commerce media.
Retailers, commerce media companies, and advertisers alike aren’t just keeping pace; they’re actively defining the next phase of commerce media. Here are the key themes that stood out on the Shoptalk 2025 agenda:
CTV Meets Commerce
Shoppable CTV is breaking down the barriers between brand storytelling and transactions. With seamless shoppable experiences on streaming platforms, QR code activations, and interactive ads, CTV has evolved beyond a branding play; it’s now a measurable performance driver.
At PubMatic, we see a major opportunity to layer first-party commerce media data onto this premium video inventory, helping advertisers serve personalized and relevant viewing experiences to the right audiences while driving ROI.
Commerce Media Is Moving Up the Funnel
Commerce media’s impact goes beyond transactional moments. It isn’t just about lower-funnel conversions; it’s increasingly capturing brand budgets. Leaders from Best Buy Ads and NBCUniversal emphasized the need for more education at the CMO level, highlighting commerce media’s ability to drive awareness and engagement.
To unlock full-funnel potential, today’s commerce media strategies must effectively blend onsite, offsite, and in-store channels, capturing consumer attention at every stage, from brand discovery to purchase.
AI Fuels Personalization & Innovation
Generative AI is reshaping search, audience targeting, and predictive modeling, making commerce media advertising more precise and effective. As advertisers adopt AI-driven strategies, they’re finding new ways to fuel personalization, maximize reach, and optimize campaigns.
At PubMatic, we are at the forefront of AI-powered programmatic innovation, and believe it holds tremendous potential in fostering a more efficient, transparent, and profitable open internet.
The Next Phase of Commerce Media
Shoptalk wasn’t just a glimpse into the future; it was a call to action for all industry stakeholders to embrace the full spectrum of commerce media possibilities today. Commerce media is rapidly evolving from a complementary advertising channel into a central pillar of marketing strategy. The retailers, commerce media companies, and advertisers that embrace omnichannel innovation, leverage comprehensive data-driven insights, and deliver highly personalized experiences will be best positioned for success.
Get in touch to learn how PubMatic’s technology can help you win this next phase of commerce media.