Commerce Media 101: Your Guide to Smarter, Performance-Driven Advertising
Unlock performance. Reach real shoppers. Monetize what matters.
What is Commerce Media?
Commerce media sits at the intersection of data, commerce, and technology, helping brands connect with consumers at every stage of the buying journey.
It’s not just ads on a retailer’s site. It’s the strategic use of first-party data and real-time signals to serve high-performing media—anywhere shoppers engage.
Put simply? It’s performance advertising, upgraded for today’s digital-first, privacy-conscious world.
Why Commerce Media Matters (Now More Than Ever)
- Signal loss is real. Marketers are doubling down on first-party data.
- Budgets are tighter. Every dollar needs to deliver ROI.
- Consumers expect more. Privacy and personalization are table stakes.
Commerce media connects the dots, turning your customer data into action and your ad spend into outcomes.
Who Wins with Commerce Media?
Commerce media is built to deliver wins across the entire ecosystem.
Brands & Advertisers
Brands & Advertisers
- Reach high-intent audiences
- Track ROI across the funnel
- Optimize with real-time data
Consumers
Consumers
- See ads that actually matter
- Discover products with purpose
- Avoid irrelevant, noisy targeting
Retailers & Merchants
Retailers & Merchants
- Monetize your own channels
- Offer better ad experiences
- Keep data privacy intact
How Commerce Media Works
At its core, commerce media is about matching the right message to the right shopper, at the right moment — and doing it with precision and accountability.
Where it Happens
- On-site (your website, app, or checkout)
- Off-site (open web, programmatic, CTV, etc.)
- In-between (email, push, loyalty, etc.)
Who’s Involved
- Retail Media Networks (RMNs): Like Amazon Ads and Walmart Connect, enabling brands to advertise directly on retailer platforms.
- Commerce Media Platforms: Broader ecosystems (like Fluent) activating commerce data across channels and formats.
- Data Partners: Identity, measurement, and enrichment providers enabling smarter targeting and closed-loop reporting.
- Brands & Advertisers: Driving ROI by tapping into commerce audiences at scale.
Commerce Media vs. Retail Media: What’s the Difference?
They’re cousins, not twins.
- Retail Media = Targeting fueled by a specific retailer’s data.
- Commerce Media = Broader strategy using commerce signals from any online merchant.
If you’re in travel, finance, ticketing, marketplaces, or subscription services, commerce media is your path to more profit.
Where Fluent Fits In
Fluent is built for this. We help brands and partners connect with high-intent audiences across the customer journey — whether you’re here to monetize, advertise, or both.
What Sets Us Apart:
- Privacy-first identity graph powered by 200M+ million profiles and Experian data
- AI-powered personalization matching the right consumers with the right offers
- Closed-loop performance tied directly to business outcomes
- Partner-first mindset designed to adapt to your goals and evolve with your business
Why Invest in Commerce Media?
Your website and app don’t need to work harder– they need to work smarter. From conversion to reengagement, turn every touchpoint into a chance to earn more. With flexible commerce media ad placements, you’ll increase engagement and revenue, keeping your customers (and CFO) happy.
- Retailers & Merchants
- Brands & Advertisers
Commerce Media FAQ
What is commerce media and how is it different from retail media?
Commerce media is a digital advertising strategy that leverages commerce data and consumer touchpoints to deliver relevant ads across the shopper journey—from discovery to post-purchase. While retail media typically refers to advertising within a specific retailer’s ecosystem (using their owned data and channels), commerce media broadens the model to include non-retail merchants. In both cases, ad placements can appear onsite (e.g., product pages or confirmation screens) or offsite (e.g., paid social, programmatic, or connected TV).
Is commerce media only for retailers, or can non-retailers participate?
Commerce media is not limited to traditional retailers. Non-retailers—including travel, ticketing, financial services, and more—can also participate by offering advertising inventory at high-intent moment. Any business with first-party consumer data and transactional touchpoints can monetize through commerce media strategies.
How can I use commerce media to monetize my site traffic without impacting conversions?
Commerce media is designed to add value without disrupting conversions or interfering with the sale. By placing ads in high-impact, low-friction moments—like post-purchase confirmation pages, thank-you screens, or loyalty hubs—you can monetize site traffic while keeping the core shopping journey intact. When ads are relevant, personalized, and well-timed, they enhance the experience by delivering helpful offers and encouraging product discovery.
How can I ensure ad relevance and personalization in commerce media?
Ad relevance in commerce media is achieved by using first-party data to deliver personalized offers aligned with each customer’s behavior, preferences, and purchase history. Leading commerce media platforms use dynamic targeting and machine learning to serve contextually relevant ads. Retailers can also set rules around advertiser categories and prioritize partners aligned with their brand values.
How do I calculate the ROI of adding commerce media to my site?
To calculate ROI, measure the incremental revenue generated from commerce media placements against the costs of implementation and any potential impact on core KPIs (like conversion rate or customer satisfaction). Fluent’s revenue calculator makes it easy to estimate your potential earnings.
Should I build my own commerce media network or partner with an established platform?
Partnering with an established commerce media platform is the fastest way to launch, offering turnkey tech, built-in demand, and tools to ensure brand safety, relevance, and transparency—minimizing lift while accelerating revenue impact. Building your own network offers full control over the experience and strategy but requires significant investment in tech, sales, and operations. It’s best suited for businesses with mature media capabilities and established brand relationships.
