{"page":"/blog/commerce-media-vs-retail-media-vs-financial-media","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Subset","Who runs it","Core data signal","What is sold","How results are measured","Typical consent pattern","Live examples (see directory)","Spend figure (date, source)"],"rows":[["Retail media","Retailers and marketplaces","SKU-level baskets, loyalty, site search","Sponsored products, display, offsite audiences, in-store screens","Closed-loop on the retailer's sales; IAB/MRC guidelines","Loyalty terms; opt-out for offsite","Amazon Ads, Walmart Connect, Target Roundel, Tesco Media, Carrefour Links","US $69.33B 2026 (eMarketer, Nov 2025); EU €20.8B 2026 (IAB Europe via PPC Land, Oct 2025)"],["Financial media","Banks, card networks, payments, BNPL, wallets","Cross-merchant transactions, categories, recency","Card-linked offers, onsite sponsored search and display, offsite audiences","Offers: closed-loop by construction; onsite: in-app conversion; offsite: modelled","Opt-in for third-party marketing; GLBA opt-out (US); GDPR/PSD2 (EU)","Chase Media Solutions, PayPal Ads, Klarna, Mastercard Commerce Media, Amex Ads, Revolut, Zilch","US $680M 2025 → $3.15B 2028 (eMarketer, Jan 2026)"],["Travel media","Airlines, hotel groups, OTAs, travel apps","Bookings, loyalty tier, trip timing, destination","App and seatback or in-room screens, sponsored listings, offsite via owner audiences","Bookings observed by the owner; brand lift","Opt-out of targeted ads; aggregated segments, no PII","Kinective Media (United), Marriott Media, Expedia Group Advertising, Booking.com, Viasat Ads (platform)","US $2.13B 2024 → $2.96B 2026 (eMarketer, Sep 2024)"],["Telecom media","Carriers","Subscriber, app, location (aggregated)","In-store screens, app, DOOH, offsite","Mostly audience and exposure metrics","CPNI (US); ePrivacy and GDPR (EU); consented identifiers (Utiq)","T-Mobile Advertising Solutions; Utiq (EU addressability layer)","n/d as a category"],["Delivery and mobility media","Ride-hailing and delivery platforms","Orders, trips, location context","Sponsored listings, in-trip ads, car-top and in-car screens","Closed-loop on orders; brand lift for rides","App terms; contextual for rides","Uber Advertising, DoorDash Ads, Lyft Media, Gopuff Ads","Uber: $2B+ annualized run rate (Uber, 4 Feb 2026)"],["Pharmacy and c-store media","Drugstore and convenience chains (retail, but with health and fuel specifics)","Loyalty baskets (front-store only), fuel visits","Onsite, in-store and at-pump screens, offsite","Closed-loop on loyalty purchases; clean rooms offsite","HIPAA and state health laws exclude prescription data; loyalty terms","CVS Media Exchange, Walgreens Advertising Group, Boots Media Group, Casey's Access, Gulp Media Network, GSTV (platform)","Included in retail figures"]],"sourceUrls":[["https://www.emarketer.com/content/retail-media-ad-spending-forecast-trends-h2-2025","https://ppc.land/european-retail-media-spending-reaches-eu13-7-billion-with-21-1-growth/"],["https://www.emarketer.com/content/state-of-financial-media-networks-2026"],["https://www.emarketer.com/content/travel-media-network-ad-spend"],[],["https://www.businesswire.com/news/home/20260204947622/en/"],[]]}