Commerce Media 2024: The Good, the Bad, and the Bold

It’s the grand finale of 2024! Join Nick Morgan and Paul Blackburn as they dive into a special year-end wrap-up of Commerce Media Matters. Take a trip down memory lane as they revisit their favourite conversations and unpack the biggest hits, misses, and game-changing moments that defined the year. From transformative trends to standout innovations, see how 2024 reshaped the commerce media landscape—and what it means for the future.

In this episode, we reflect on:

• What is commerce media, really? A look back at how commerce media has grown from its origins to a vast ecosystem transforming how brands connect with consumers. Have we cracked the code, or is it still a work in progress?
• The voices that shaped our conversations: Standout insights from Lance Eerhard on blending influencer-driven content, Joshua Lowcock on automation and first-party data, and Nick Smith, who redefined content-driven commerce with Medium Rare
• Bold moves in the commerce media space: From United Airlines’ leap with Kinective Media to CommBank’s foray into media networks, 2024 showed commerce media extends far beyond retail. Add innovations from The Trade Desk, PubMatic, and Microsoft, plus the rapid rise of Cartology and Coles 360, and it’s clear this space is evolving fast.
• The highs and lows of 2024: What worked, what didn’t? From Google’s cookie saga to Australia’s groundbreaking social media laws, this year brought big headlines and shake-ups. Bold partnerships like Walmart acquiring Vizio, Albertsons teaming with Criteo, and Amazon’s social integrations reshaped the industry.

Soundbites to listen out for:

Walmart’s Ad Empire 

"We’ve just seen the numbers from Walmart, a third of their revenue is now coming from their ads business."

The David Jones Mag Effect

"If you look at Jones Mag, the content is so compelling as a consumer you forget it's from a retailer and it's driving a retail outcome."

Programmatic to Reduce Fragmentation

"It’s combining all those compelling surfaces that a retailer has with traditional digital media assets and being able to use programmatic pipes to make it a little bit easier to coordinate a holistic campaign across the entire ecosystem and reducing fragmentation."

United Airlines’ Commerce Media Leap

"It was really bold to announce themselves (United Airlines) as a media business with Kinnective media and the key aspects of commerce media is underpinned by their miles data, which is as an asset on its own, valued at over $40 billion."

CommBank Expanding Commerce Media Beyond Retail

"The ComBank Connect deal is a big one for commerce media. This is where commerce media is really branching outside the retail media space. It’s a big win, not just locally, but globally."

Australia’s Bold Stand on Social Media for Kids

"A win really is the groundbreaking and pioneering law that's been brought in by the Australian government, which I'm a big firm believer on because I think if you're a parent of young children like I am, you have a seat at the table. We know that the wall gardens don't like it, but the rest of the world is watching."

Google’s Cookie Saga

"One big miss, which is continuing to be miss after miss after miss, but Google, the third party deprecation pullback. When is it gonna happen?"

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