COMMERCE MEDIA HUB

Welcome to your primary source for curated content at Skai for commerce media. Explore our blogs, glossary, and helpful links to stay ahead.

2025: The Year of Commerce Media

Last year, the retail media landscape reached a pivotal moment of evolution into commerce media. This transformation isn’t just a refinement of retail media; it’s the beginning of a new era where campaigns are more connected, measurable, and impactful than ever before.

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71%
of marketers planning budget increases in 2025
200+
retail media networks competing globally
98%
of marketers see significant value in adopting a full-funnel strategy

What is Commerce Media?

Commerce media refers to the evolving intersection of advertising and ecommerce, specifically, any media strategy/buying that ties back to some form of commerce data to facilitate a transaction.

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What is Commerce Media? How It’s Changing The Advertising Landscape

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Retail Media Marketers Ignore Social Commerce at Their Own Peril

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Exploring the Benefits of Social Commerce: From Engagement to Sales

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Omnichannel Retail: The Future of Customer Experience

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The Benefits of Omnichannel Marketing For Businesses and Customers

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Why Is Omnichannel Marketing Important And Its Omnipotent Power

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Dr. Squatch Finds Winning Equation With Skai’s Tech Plus Team

Dr. Squatch collaborated with Skai’s technology and team to integrate their data, leading to refined strategies and improved performance.

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OMD Eliminates €44k in Wasted Spend for Philips by Leveraging Skai’s Search Term Analysis

OMD utilized Skai’s integrated data analysis to identify and eliminate inefficient spending, enhancing Philips’ competitive positioning.

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Haleon leverages Shelf Intelligent Media to Boost ROAS

Haleon combined Profitero competitor stock insights with Skai capabilities to create connective workflows between tracking competitor stock levels to immediate media activations.

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Let AI-driven automation do the heavy lifting with trusted optimizations that continuously scale performance, so you can stay ahead of the competition.

Using AI to Optimize Keywords and Increase ROAS by 16%

A client employed Skai’s AI-driven automation to optimize their keyword strategy, resulting in a 16% increase in Return on Ad Spend (ROAS).

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Improving ROAS 39% by integrating real-time weather data

By integrating real-time weather data through Skai’s AI capabilities, a client achieved a 39% improvement in ROAS, demonstrating the impact of AI-driven automation.

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Streamlining spend across publishers boosts conversion rate by 154%

A client consolidated their marketing efforts across multiple publishers using Skai’s unified platform, leading to a 154% increase in conversion rates.

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A game-changing tool for consolidating retail media

Kaitlyn Fundakowski, Senior Director of E-Commerce at CHOMPS, described Skai as a “game-changing tool for consolidating retail media,” highlighting its ability to streamline reporting and maintain key insights efficiently.

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Commerce Media Glossary

Artificial Intelligence (AI) in Commerce Media – The use of machine learning and automation to optimize ad targeting, bidding, and personalization.
Agentic AI – A type of artificial intelligence capable of autonomously making decisions, taking actions, and adapting to dynamic environments with minimal human intervention.
Attribution Modeling – A framework for determining how credit for sales and conversions is assigned to various touchpoints in the customer journey.
Audience Targeting – The process of segmenting consumers based on demographics, behaviors, or intent to optimize ad relevance.
Automated Bidding – AI-driven bidding strategies that adjust ad spend in real-time for better performance.
Commerce Data – First-party and third-party data related to shopping behavior, transactions, and customer journeys.
Commerce Media – The intersection of retail media, performance marketing, and AI-driven advertising to optimize commerce outcomes.
Commerce Signal – Data points from consumer shopping behaviors that help optimize targeting and ad placements.
Conversion Rate (CVR) – The percentage of users who complete a desired action, such as a purchase or signup.
Customer Lifetime Value (CLV) – The projected revenue a customer will generate throughout their relationship with a brand.Conversion Rate (CVR) – The percentage of users who complete a desired action, such as a purchase or signup.
Demand-Side Platform (DSP) – A platform that enables advertisers to buy digital ad inventory programmatically.and automation to optimize ad targeting, bidding, and personalization.
Dynamic Creative Optimization (DCO) – AI-powered personalization of ad creatives based on real-time data inputs.
Engagement Rate – A measure of how users interact with ads or content, such as clicks, shares, and comments.
First-Party Data – Data collected directly from customers, such as purchase history and website behavior.
Full-Funnel Strategy – A marketing approach that addresses awareness, consideration, and conversion stages.
Incrementality – The measurement of how much additional value or revenue an ad campaign drives beyond what would have happened organically.
Lookalike Audiences – A method of finding new customers who share characteristics with existing high-value customers.
Marketing Mix Modeling (MMM) – A statistical analysis method that measures the impact of marketing efforts on sales.
Omnichannel Advertising – A unified marketing approach that delivers a seamless and consistent brand experience across multiple channels, both online and offline.
Performance Marketing – A results-driven approach where advertisers pay for measurable actions, like clicks or purchases.
Product Feed Optimization (PFO) – The process of enhancing product data feeds to improve performance in commerce media campaigns.
Retail Media – Advertising within a retailer’s ecosystem, including on-site, off-site, and in-store placements, leveraging first-party shopper data for targeted marketing.
Retail Media Network (RMN) – A platform operated by a retailer that allows brands to advertise to shoppers on the retailer’s properties.
Return on Ad Spend (ROAS) – A key performance metric measuring revenue generated per dollar spent on advertising.
Second-Party Data – First-party data acquired from another company through a direct partnership.
Social Commerce – Social advertising that drives consumers to retailer sites or enables direct transactions within social media platforms, blending engagement with commerce.
Supply-Side Platform (SSP) – A platform that allows publishers to sell ad inventory programmatically.
Trade Marketing – Marketing efforts aimed at retailers, wholesalers, and distributors rather than end consumers.
User Intent Signals – Data points that indicate a consumer’s likelihood to purchase, such as search queries and browsing behaviors.
Zero-Party Data – Data that a customer voluntarily shares with a brand, such as preferences and purchase intentions.