Post by Mediasmith

In our latest piece for The Drum, we explain how Commerce Media is not just a retail media play for CPG brands. Both B2C and B2B companies can benefit from a smart commerce media integration that activates on transaction signals. Commerce media is a way to cut through the noise of traditional targeting. Take this example: A B2B Tech company is looking to reach busy, high-net-worth travelers The Commerce Media approach: ✈️ Run IFE ads in First and Business Class cabins on routes to luxury destinations (NY to Milan, Geneva during ski season). 🧳 Follow with programmatic targeting travelers with 2+ international luxury trips annually. 📊 Measure incrementality through data clean rooms with your commerce partner. The strategy works because you're layering verified transaction signals with contextual placement during high-attention moments. The opportunity extends beyond airlines. If your audience transacts through rideshare, credit cards, travel marketplaces, or ticketing platforms, you have access to behavioral data that cuts through the noise of third-party targeting. Read our full piece out here: https://lnkd.in/esQTENUE #commercemedia #thedrum #mediasmith #media #retailmedia #b2b #b2c