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This edition is made possible by Best Buy Ads |
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SEPTEMBER 15, 2025 |
Despite the rise of ecommerce, in-store shopping continues to play a dominant role in retail. A new report from Vistar Media, developed in partnership with MFour, reveals the powerful role in-store advertising plays in shaping these decisions and outlines how digital out-of-home is transforming retail media strategies. | | | |
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Last week’s Amazon-Netflix partnership represents a convergence between commerce media and streaming TV that promises to blur the lines between brand-building and performance marketing while raising fundamental questions about which budgets, which teams, and which strategies will control advertising's future. |
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“I think the surprise was that it was two major, high-profile names,” Jamie Finstein, vice president, media center, at the Interactive Advertising Bureau (IAB), said of the move. |
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Commerce media’s premium transformation |
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The partnership will give advertisers in 11 countries, including the US, the ability to purchase ad inventory on Netflix through Amazon’s demand-side platform (DSP). It offers easier access to premium inventory, backed by Amazon’s shopper data and automation. |
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The deal signals how far commerce media has evolved. |
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“This speaks to the caliber of inventory you can tap into through commerce media,” said EMARKETER analyst Max Willens. “There was a question when off-site started becoming more of the focus [in commerce media], would it just be a bunch of banners? And developments like these really do say that, no, it’s actually inventory in some of the most premium environments that we have.” |
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Google and commerce media company Criteo announced an on-site retail media integration on Tuesday, marking the first of its kind for Google and opening opportunities for brands across digital commerce. |
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The Google-Criteo integration will be available in a limited beta test for select customers in the Americas using Google Search Ads 360, per the announcement, with plans for eventual global expansion and expansion into more Google Marketing Platform tools.
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The initial phase will allow Criteo’s network of over 200 retailers to opt in to receiving demand from Search Ads 360, while advertisers will be able to launch and optimize campaigns across Criteo’s retail network. |
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