凯捷&LiveRamp ：2026年商业媒体的未来研究报告：可组合、情境化、协作化与代理化（英文版）

Commerce media started when large retailers like Amazon and Walmart decided to monetize their experiences, such as through paid search or sponsored ads. Retailers had access to transaction data and shopper behaviors, which endemic advertisers, that is consumer brands selling products through those retailers, wanted to leverage for marketing purposes. Retailers were also able to create more sophisticated and relevant experiences based on their consumer data, especially when supported by AI too