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JULY 7, 2025 |
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The commerce media space is growing fast, and as it gets more crowded, it’s becoming harder to keep up with the retail media giants. But by teaming up, smaller players can more easily scale their networks to achieve the reach to stay competitive. |
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That’s why United Airlines’ Kinective Media is now syndicating its commerce media technology platform—starting with JetBlue as its first partner. |
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“We will be deploying our connective technology stack into JetBlue’s environment,” said Richard Nunn, CEO of United Airlines’ MileagePlus program and head of Kinective Media. “And there’s a sort of future pathway where we can deploy the remaining sort of part of our technology across their digital channels over time.” |
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Key stat: US commerce media ad spending is projected to hit $118.4 billion by 2029, growing at a 15.3% compound annual growth rate (CAGR), per a May EMARKETER forecast. |
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Beyond the chart: |
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More than half (58%) of advertisers are interested in advertising on non-retail media networks, according to a December 2024 Skai and Path to Purchase Institute survey.
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The primary objectives of commerce media campaigns are sales/conversions (26.3%) and brand awareness (21.4%), per a January M+C Saatchi survey. |
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