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First came search.
Then came social.
Now, we’re in the third wave of digital advertising.
Here are the five key elements powering this wave we’re riding:
- Commerce media has evolved from in-store displays to digital ads integrated across various platforms, allowing brands to reach consumers close to their purchase decisions.
- Retail-Agnostic Media Platforms (RAMPs) have expanded commerce media by using zero- and first-party data from multiple retailers, providing broader audience reach and deeper personalization beyond individual retailer networks.
- The rise of hybrid shopping requires advertisers to engage consumers across various touchpoints, from online to in-store, offering consistent, tailored messaging throughout the purchase journey.
- As third-party cookies decline, zero- and first-party data, directly provided or collected from consumers, allow brands to better personalize their marketing efforts and build more effective audience segments.
- New measurement frameworks, including data clean rooms, offer better ways to track the effectiveness of ads, particularly across both digital and physical shopping experiences, improving return on ad spend (ROAS) and return on investment (ROI).
Check out Fetch’s report for a deep dive on each defining element.
