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Authored by SMG, IAB, and IAB UK, The Commerce Media Connection Gap  is underpinned by new primary research among: 

281 Commerce Media Professionals across the UK, US, Europe, & Australia 

    • 168 Brands and Advertisers 
    • 52 Agencies 
    • 61 Retail and Commerce Media Networks 

THE NEXT PHASE OF GROWTH DEPENDS ON THE COHESION OF THE ECOSYSTEM

Commerce media has evolved rapidly. What began as an opportunity centred largely around retailer-owned digital inventory has expanded into a much broader ecosystem spanning onsite, offsite, and in-store media, first-party data, audiences, creative, measurement, and increasingly sophisticated technology. 

The ambition has evolved with it. Connected Commerce describes where the industry wants to go: a model in which media, insights, and measurement work together across the customer journey to improve consumer experiences and drive broader brand and commercial outcomes. But building the capabilities required for Connected Commerce is not the same as connecting them.

As the ecosystem has expanded, so too has the complexity required to make it work. Different channels can involve different teams, technologies, data structures, creative requirements, and measurement methodologies. Add multiple retailers, agencies, and organisational stakeholders, and delivering activity across several touchpoints can still mean navigating a series of parallel processes rather than one connected system. 

That is the challenge at the heart of this report. Commerce media has moved from a capability challenge to a connection challenge. The next phase of progress will depend not simply on what the ecosystem can offer, but on how effectively those capabilities can work together. 

Importantly, the research examines these audiences both collectively and independently, revealing not only where the ecosystem agrees, but where expectations and experiences diverge. Quantitative findings are complemented by open-text responses, providing a deeper view of the barriers experienced today, the capabilities that require greater focus and what could ultimately unlock further progress. Across six parts, we have explored where connection is breaking down; what a genuinely connected campaign system requires; how the industry can make complexity easier for buyers to navigate; why in-store could become a critical proof point for Connected Commerce; where AI can accelerate progress; and ultimately how greater connection could create stronger commercial value. Connected Commerce is the ambition. The challenge now is making the ecosystem work like one. 

VOICES FROM ACROSS THE INDUSTRY 

The report also brings together perspectives from leading commerce media leaders, including:

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