凯捷&LiveRamp ：2026商业媒体的未来研究报告：可组合、情境化、协作化与代理化（英文版）（17页）.pdf

1、Thefuture ofcommercemediaComposable,contextual,collaborative and agenticXDoes it seem like ads are everywhere you look?Thats not just a feeling,its a fact.Advertising has become ubiquitous,or very close to it.In the physical world,if theres a digital screen available,be it a traditional TV,grocery s

2、tore cooler display,or embedded device in a taxi,theres a very good chance that it will be showing ads at least some of the time.A similar trend is taking place in the digital world,as more and more streaming platforms are creating ad-supported tiers or integrating advertising into previously ad-fre

3、e tiers.Go to digital e-commerce sites like A or open your Uber app and youll see new ad types and formats.From screens to shelves to streets,the volume of ads is set to surge even further,ushering in a new era of commerce media,where every company can be a potential publisher,data source,or partner

4、.2The future of commerce mediaCommerce media:How it startedCommerce media started when large retailers like Amazon and Walmart decided to monetize their experiences,such as through paid search or sponsored ads.Retailers had access to transaction data and shopper behaviors,which endemic advertisers,t

5、hat is consumer brands selling products through those retailers,wanted to leverage for marketing purposes.Retailers were also able to create more sophisticated and relevant experiences based on their consumer data,especially when supported by AI tools.Done well,retailers could offer more serendipito

6、us experiences to their customers by showing them the right brands and products at the right time.Done very well,they could offer products to consumers that they never even knew they wanted but would eventually learn they couldnt live without.For retailers,the prospect of a virtuous high-margin reve