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Commerce Media 101: Your Guide to Smarter, Performance-Driven Advertising 

Unlock performance. Reach real shoppers. Monetize the
moments that matter.

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What is Commerce Media? 

Commerce media sits at the intersection of data, commerce, and technology—helping brands connect with consumers at every stage of the journey. It’s not just ads on retail sites. It’s the strategic use of first-party data and real-time signals to deliver personalized, high-performing media wherever shoppers engage. Put simply? it’s performance advertising re-imagined for a digital-first, privacy-conscious world.
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Why Commerce Media Matters (Now More Than Ever)

  • Signal loss is real. Marketers are doubling down on first-party data.
  • Budgets are tighter. Every dollar must prove ROI.
  • Consumers expect more. Privacy and personalization are table stakes.
Commerce media connects the dots, turning your customer data into action and your ad spend into measurable outcomes.

Who Wins with Commerce Media?

Commerce media drives value across the entire ecosystem, connecting brands, consumers, and merchants in one growth network.

Brands and Advertisers

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Brands and Advertisers

  • Reach high-intent audiences across every touchpoint
  • Track ROI across the funnel
  • Optimize in real-time with AI and first-party insights

Consumers

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Consumers

  • See ads that feel relevant and useful
  • Discover products that match their interests
  • Enjoy privacy-safe, non-intrusive experiences

Retailers & Merchants

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Retailers & Merchants

  • Monetize your owned channels
  • Deliver brand-safe, value-adding ad experiences
  • Maintain control and keep data privacy intact
See the Impact

How Commerce Media Works

At its core, commerce media matches the right message to the right shopper at the right moment—with precision and accountability.

Where it Happens

  • On-site (your website, app, or checkout)
  • Off-site (open web, programmatic, CTV, etc.)
  • In-between (email, push, loyalty, etc.)
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Who’s Involved

  • Retail Media Networks (RMNs): Retailer platforms like Amazon Ads or Walmart Connect that enable on-site brand advertising.
  • Data Partners: Identity, measurement, and enrichment providers that enable smarter targeting and closed-loop reporting.
Meet the Key Players
  • Commerce Media Platforms: Broader ecosystems (like Fluent) that activate commerce data across multiple channels and ad formats.
  • Brands & Advertisers: Use commerce media to reach high-intent audiences and maximize ROI.

Commerce Media vs. Retail Media: What’s the Difference?

They’re related, but not the same.
  • Retail Media: Advertising powered by a single retailer’s data and channels.
  • Commerce Media: A broader model that uses commerce signals from multiple merchants, connecting brands with shoppers across industries.

If you’re in travel, finance, ticketing, marketplaces, or subscriptions, commerce media is your path to more profit.

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where-fluent

Where Fluent Fits In

Fluent is built for this. We help brands and partners connect with high-intent audiences across the full customer journey—whether you’re looking to monetize, advertise, or both.

What Sets Us Apart:

  • Privacy-first Identity Graph powered by 200M+ first-party profiles and Experian enrichment
  • AI-powered personalization that matches the right customers with the right offers
  • Closed-loop performance tied directly to business outcomes
  • A partner-first mindset that adapts to your goals and evolves with your business

Why Invest in Commerce Media?

Your site and app don’t need to work harder—they need to work smarter. From conversion to re-engagement, commerce media placements turn every moment into incremental revenue—boosting engagement, ROI, and customer happiness.

  • Unlock new revenue streams without disrupting the customer experience
  • Activate your first-party data for smarter, privacy-safe monetization
  • Launch or expand ad offerings seamlessly—no need to build a network from scratch
Learn more  
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Keep Up with Commerce Media Trends

Commerce Media FAQ

What is commerce media and how is it different from retail media?

Commerce media is a digital advertising strategy that uses commerce data and consumer touchpoints to deliver relevant ads across the shopper journey—from discovery to post-purchase. While retail media typically focuses on a single retailer’s ecosystem, commerce media expands the model to include non-retail merchants. Both use on-site placements (like product pages or confirmation screens) and off-site channels (like paid social, programmatic, or connected TV).

Can non-retailers participate?

Absolutely. Any business with first-party data and transactional touchpoints—like travel, ticketing, or finance—can monetize high-intent moments through commerce media.

How can I use commerce media to monetize my site traffic without impacting conversions?

Commerce media placements are designed for value, not disruption. By integrating ads into high-impact, low-friction moments—like post-purchase confirmation pages, thank-you screens, or loyalty hubs—you can monetize traffic without disrupting the customer experience. When ads are relevant, personalized, and well-timed, they enhance engagement and discovery.

How can I ensure ad relevance and personalization in commerce media?

Through AI and first-party data, Fluent delivers personalized offers aligned with each shopper’s behavior, preferences, and purchase history. Partners maintain full control with brand-safety rules and category filters that align with their values.

How do I calculate the ROI of adding commerce media to my site?

Measure incremental revenue from commerce media placements against implementation costs and any impact on KPIs like conversion rate or satisfaction. Fluent’s revenue calculator helps estimate potential earnings and visualize growth opportunities.

Should I build my own commerce media network or partner with an established platform?

Partnering with an established platform is the fastest way to launch, offering turnkey tech, built-in demand, and proven tools for brand safety, relevance, and transparency. Building your own network offers full control but requires heavy investment in tech, sales, and operations. For most businesses, partnering accelerates impact while minimizing lift.

Ready to scale smarter?

Tap into Fluent’s exclusive ad inventory to get more out of your media spend.

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