What's Happening?
Elizabeth Donovan, the Senior Vice President and global head of commerce and retail media networks at Acxiom, has shared insights into the evolving landscape of commerce media. Speaking at the Possible 2026 event, Donovan highlighted the increasing importance
of retail media networks, which have grown to over 240 in number. She emphasized the need for collaboration among these networks to overcome fragmentation and enhance data readiness. Donovan also discussed the role of agentic AI in accelerating data utilization and the resurgence of physical retail as a significant growth area. She pointed out that retailers are now integrating media into physical spaces, creating experiences that rival digital platforms. Donovan's insights reflect a broader trend towards using first-party data responsibly and forming strategic partnerships to extend reach and improve measurement standards.
Why It's Important?
The insights shared by Elizabeth Donovan underscore a significant shift in the commerce media landscape, where retail media networks are becoming central to marketing strategies. This shift has implications for how brands allocate their budgets, as commerce media is poised to capture a larger share. The emphasis on collaboration and data readiness highlights the need for infrastructure improvements to support scalable media networks. The resurgence of physical retail indicates a balanced approach between digital and in-store experiences, which could redefine consumer engagement strategies. As brands seek to leverage first-party data and form partnerships, the industry is moving towards a more interconnected ecosystem, potentially leading to more effective marketing outcomes and enhanced consumer experiences.
What's Next?
Looking ahead, the focus will likely be on enhancing collaboration among retail media networks to address fragmentation and improve data readiness. Brands may increasingly seek partnerships to extend their reach beyond individual ecosystems, leveraging shared data sets and loyalty programs. The integration of media into physical retail spaces is expected to continue, offering new opportunities for consumer engagement. As the industry works towards universal measurement standards, the ability to connect data across various channels will be crucial. The anticipated growth of the commerce media market to $300 billion by 2030 suggests that stakeholders will need to adapt to these changes to remain competitive.
